Mobile local search
Technology and Access Methods
- Mobile local search involves GPS tracking, which may raise privacy concerns.
- Only 10% of mobile devices worldwide were expected to be equipped with GPS chips in 2011.
- Access to the SS7 protocol allows mobile local search without GPS systems.
- Mobile local search can be screen-based using the mobile device's keypad and display.
- It can also be voice-based using spoken commands and speech recognition technology.
- Screen-based search is the most common access method, but it may be awkward for people with coordination or vision handicaps.
- Specialized applications, SMS short codes, or web-based services can support screen-based search.
- Voice-based search is useful for those who have difficulty using the small keypad or need information while driving.
Types of Information
- Mobile search content includes location-based and street-smart information on businesses, products, services, events, and human relations.
- Location-based content can be formulated through accumulative data mining on consumer behaviors and whereabouts.
- A search for businesses focuses on a small geographical area, such as nearby pharmacies or restaurants.
- A search for products is more specific, aiming to find a local business that stocks a particular product.
- Full-function mobile local search services offer additional features like movie listings, restaurant reviews, traffic conditions, and more.
Differences from Web Search
- Mobile local search requires more immediacy, street-smart knowledge, and local events and driving directions.
- Callers have limited bandwidth and want to quickly zero in on the type of local information they are looking for.
- Advancements in Internet search, like page-ranking schemes, do not apply in the wireless world.
- Mobile local search focuses on answering specific questions rather than searching for websites.
- Question-answer models and directory service queries are prevalent in mobile local search.
Business Models
- Mobile local search services are provided by mobile carriers, directory enquiry providers, messaging operators, or Yellow Pages publishers.
- There is a growing network of agencies behind these outlets.
- Different business models exist for providing mobile local search services.
- Revenue can be generated through advertising, partnerships, or premium access to mobile operator services.
- Mobile local search presents opportunities for various stakeholders in the industry.
- Caller-pays model: Callers pay each time they access the service, common in voice-based directory enquiry services.
- Advertiser-pays model: Businesses pay to be placed early in the list of results or pay each time a caller chooses to connect.
- Hybrid models: Advertising revenue allows service providers to offer reduced rates.
- Mobile local search services are likely to be offered under all three models, but the hybrid model may predominate.
- The value to advertisers varies depending on their type of business, ranging from a dollar or less for a taxi or sandwich shop to over ten dollars for a real-estate broker, attorney, or debt consolidation service.
Industry Growth
- Consumers are demanding mobile local search, with an expected growth of 91% from 2007 to 2011.
- Mobile operators and service providers can address the gap in this opportunity.
- Consultants forecast that the global mobile local search industry will grow to over US$1 billion by 2010.