Mobile Search 2008-2013: Profiting from information and advertising on the move

Table of Contents

• 1. Introduction
• 1.1. Executive summary
• 1.2. The mobile Web
• 1.3. Mobile search
• 1.4. The focus of this report

• 2. Mobile search
  • Table 1. Key differences between fixed line and mobile search
  • Chart 1. Types of search marketing
• 2.1. What kind of search?
  • 2.1.1. Mobile optimised search engines
  • 2.1.2. Mobile question and answer service
  • 2.1.3. Mobile directory services
  • 2.1.4. Mobile discovery services
  • 2.1.5. Mobile navigation services
    • Table 2. UK Mobile data charges
  • 2.1.6. Mobile video, image and audio search
  • 2.1.7. Mobile social networking search
  • 2.1.8. Mobile local search
    • Chart 2. Google mobile search category share
• 2.2. What are people searching for?
• 2.3. Fixed internet search into mobile
  • Table 3. Top UK web rankings December 2007 (fixed internet)
  • Table 4. Top US online brands as of February 2008 (fixed internet)
  • Chart 3. UK users and mobile search

• 3. Mobile search businesses
  • Chart 4. US search engine market share January 2008
  • Chart 5. Japan search engine market share January 2008
• 3.1. Google
  • 3.1.1. Google loyalty
  • 3.1.2Synonymous with search
  • 3.1.3. Google on the mobile
  • 3.1.4. Android
    • Table 5. Open handset alliance members
  • 3.1.5. Advertising on Google
  • 3.1.6. Spoiled for choice
  • 3.1.7. YouTube
    • Chart 6. Number of clicks per query in search
  • 3.1.8. Google maps
• 3.2. Yahoo!
  • 3.2.1. Destined to play second fiddle?
  • 3.2.2. Layout
  • 3.2.3. Mobile compatibility
  • 3.2.4. Current mobile vendor deals
  • 3.2.5. Portal
  • 3.2.6. China scandal
  • 3.2.7. Flickr
  • 3.2.8. The Dot Com bubble
  • 3.2.9. Advertising on Yahoo!
• 3.3. Live Search
  • 3.3.1. The role of Microsoft in mobile search
  • 3.3.2. Rival to Android?
    • Chart 7. Operating systems market share Q2 2007
  • 3.3.3. Usability
  • 3.3.4. Multimap
  • 3.3.5. Advertising on Live Search
  • 3.3.6. E mail trump card
    • Chart 8. Internet search engine market share for four weeks ending January 26th 2008
• 3.4. Censorship
• 3.5. Familiarity vs new tailoring
  • 3.5.1. Accountability
• 3.6. Mobile specific search engines
  • 3.6.1. SMS based search services
    • 3.6.1.1. Any question answered
    • 3.6.1.2. 4INFO
    • 3.6.1.3. Askmenow
    • 3.6.1.4. Texperts
    • 3.6.1.5. Man power pros and cons
      • 3.6.1.5.1. Positives
      • 3.6.1.5.1. Negatives
  • 3.6.2. Mobile directory services
    • 3.6.2.1. Mobile YELL
    • 3.6.2.2. From hard copy to mobile
    • 3.2.6.3. A local search provider
    • 3.2.6.4. Mobile friendly
  • 3.6.3. Mobile content search
  • 3.6.4. Mobile operator searches
  • 3.6.5. Nokia search
    • 3.6.5.1. Search the mobile
    • 3.6.5.2. Search the mobile Web
• 3.7. Business funding
• 3.8. Longevity
• 3.9. Consolidation
• 3.10.Who uses mobile search?
• 3.11.Why search?
• 3.12.Entertainment or business?
• 3.13.Local search
  • Chart 9. Top 10 local search categories January-April 2007 UK
• 3.14.Information mobility
• 3.15.Handsets
  • 3.15.1. The iPhone
  • 3.15.2. BlackBerry
  • 3.15.3. Nokia N95 and N800
    • Table 6. Mobile search strengths, weaknesses, opportunities and threats

• 4. Standards and technologies in mobile search
• 4.1. Markup language
• 4.2. Web 2.0
• 4.3. 3G
• 4.4. EDGE
• 4.5. Mobi top Level Domain
• 4.6. Mobile search solutions
  • 4.6.1. V-Enable
  • 4.6.2. Fast search and transfer
  • 4.6.3. Openwave systems
  • 4.6.4. mobilePeople
  • 4.6.5. Mobile Commerce
  • 4.6.6. m-spatial
  • 4.6.7. mSpace mobile
• 4.7. Mobile search deals with operators
• 4.8. Mobile search in developing countries

• 5.1. Mobile advertising
  • Table 7. Advantages of mobile marketing over fixed traditional marketing
• 5.1. Advertising as the principal funding of mobile search
• 5.2. Why advertise on mobile search?
  • 5.2.1. The potential audience
  • 5.2.2. The success of internet search
  • 5.2.3. Locality and mobility
• 5.3. Who is advertising?
• 5.4. What are the methods of advertising on mobile search?
  • 5.4.1. Banner advertising
  • 5.4.2. PPC
  • 4.4.3. SEO
• 5.5. Advertising on mobile search; advantages and disadvantages
  • 5.5.1. Advantages
  • 5.5.2. Disadvantages
• 5.6. Accountability of search engines in mobile search advertising
• 5.7. The role of operators in mobile search advertising
• 5.8. Mobile advertisers

• 6. Tomorrows search
• 6.1. What will tomorrow' s users want from a mobile search?
• 6.2. Social networking
  • Chart 10. US Teen online social network users 2006-2011
  • 6.2.1. Why mobile social?
  • 6.2.2. Portability
  • 6.2.3. Local integration
  • 6.2.4. Ability to become really social
  • 6.2.5. Social recommendation
  • 6.2.6. Barriers
  • 6.2.7. Speed
  • 6.2.8. Technology
  • 6.2.9. Interaction
  • 6.2.10. Facebook and MySpace
  • 6.2.11. Loopt
• 6.3. Local search will be the killer app
  • Chart 11. Top 10 mobile local search categories, Europe, Christmas 2006
  • 6.3.1. Push to call
  • 6.3.2. Mobile mapping services
• 6.4. Image services
• 6.5. Video searches
• 6.6. Mobile content searches
• 6.7. Discovery over search
• 6.8. Security issues in tomorrows search
  • 6.8.1. Cyber crime in mobile search
  • 6.8.2. Younger users
  • 6.8.3. Guidelines

• 7. The mobile search landscape in 2013
• 7.1. The role of the operator
  • 7.1.2. The operator search portals
  • 7.1.3. WAP
• 7.2. The role of the mobile search engines
• 7.3. Google
• 7.4. Yahoo!
• 7.5. Microsoft
• 7.6. Forecast
  • Chart 12. Mobile searchers forecast 2007-2012

• 8. Conclusions and recommendations
• 8.1. Mobile operators
• 8.2. Search engines

• 3
• 411
• 4INFO
• ARM
• Accuracast
• Admob
• Alcatel
• Alltel Wireless
• Amazon
• Android
• Any question answered
• AOL
• Aplix Corporation Inc
• Apple
• aquamobile
• Ascender Corp
• Askmenow
• Ask Network
• AT&T
• Audience
• BBC
• Baidu
• Bango
• Beacon
• Bebo
• BenQ-Siemens
• Benifon
• BigGlobe
• BlackBerry
• Broadcom Corporation
• China Mobile
• Clic2c
• Coca-cola
• ComScore
• Cricket
• DoubleClick
• Emblaze
• Esmertee
• eBay
• eMarketer
• Facebook
• Fast search and Transfer
• Flickr
• Fox Interactive Media
• Gomo News
• Google
• GSA
• GSM
• GSM Association
• Hitchinson
• Hitwise
• Home Office
• HTC Corporation
• ICANN
• Intel Corporation
• Jumptap
• KIDDI Corporation
• LG Electronics
• Linux
• Living Image Ltd
• LiveWier Mobile
• Lobster
• Loopt
• m-Spatial
• Marvell Corporation
• Metro PCS
• Microsoft
• Mig33
• Mio
• .mobi
• Mobile Commerce
• Mobile Europe
• mobilePeople
• Mobile World Congress
• Mocospace
• Mogmo
• Mooobl
• Motorola
• mSpace Mobile
• mySpace
• Multimap
• Net Ratings
• News Corp
• Nielsen
• Nokia
• Noser Engineering
• NTT DoCoMo Inc
• Numance Communications Inc
• O2
• Odeon
• Open handset alliance
• Openwave Systems
• Opera Mobile
• Orange
• Orascom Telecom
• Ovum
• PacketVideo
• Palm
• Qik
• Qualcomm
• Qualcom Inc
• Reporters Without Borders
• Samsung
• ShoZu
• SiRF Technology holdings Inc
• SkyPop
• Sony Ericsson
• Spacemark
• Sprint Nextel
• Symbian
• Synaptics Inc
• Syniverse
• T-Mobile
• TAT-The Astonishing Tribe AB
• Telecom Italia
• Telefonica
• Texas Instruments
• Texperts
• Time Warner Network
• Toshiba
• UN
• US Cellular
• V-Enable
• Verizon
• Virgin
• VISA
• Vodafone
• W3C
• Wikipedia
• Wind River
• Windows Mobile
• Webcreate
• Yahoo!
• Yandex
• Yellow Pages
• YouTube
• ZoneTag
• ZYB