Transferring The Internet Search Model to Mobile By Farhad Divecha AccuraCast © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing

Introduction Name: Farhad Divecha Age: 31 Position: Director Company: AccuraCast Skills: SEO, PPC, Mobile, Social Media Hobbies: Snowboarding, Googling © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing

Name: Farhad Divecha

Age: 31

Position: Director

Company: AccuraCast

Skills: SEO, PPC, Mobile, Social Media

Hobbies: Snowboarding, Googling

Contents How does the popularity of mobile search advertising compare to that of the Internet at a similar stage? Pay-per-click versus pay-per-call: what are the pros and cons? Exploiting the mobile’s inherent characteristics: is there a future for voice-recognition search? Should the displayed search results be WAP sites or would this create a false mobile Internet? © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing

How does the popularity of mobile search advertising compare to that of the Internet at a similar stage?

Pay-per-click versus pay-per-call: what are the pros and cons?

Exploiting the mobile’s inherent characteristics: is there a future for voice-recognition search?

Should the displayed search results be WAP sites or would this create a false mobile Internet?

Mobile Search Is Special Personalisation Always on your person Localisation Knows where you & your friends are Speed Quicker to start than PC Convenience Voice-based device © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing

Personalisation

Always on your person

Localisation

Knows where you & your friends are

Speed

Quicker to start than PC

Convenience

Voice-based device

PPC v. PPPc Requires website 2 steps to conversion Consumers used to clicking Works for information as well as products No site required 1 step to conversion Works against regular thinking Not really useful for informational queries © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing

Requires website

2 steps to conversion

Consumers used to clicking

Works for information as well as products

No site required

1 step to conversion

Works against regular thinking

Not really useful for informational queries

Voice-Recognition Search Convenience in theory Few issues to realise perfectly Accents Unusual terms Phrases / sentence construction Could eliminate tedium of query typing on handsets Will it revolutionise anything? No. It’s just a nice to have © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing

Convenience in theory

Few issues to realise perfectly

Accents

Unusual terms

Phrases / sentence construction

Could eliminate tedium of query typing on handsets

Will it revolutionise anything?

No. It’s just a nice to have

WAP Sites Or True Internet What do consumers expect? High quality search results Exact same / similar site functionality Immediacy Entertainment Information Can WAP sites measure up? © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing

What do consumers expect?

High quality search results

Exact same / similar site functionality

Immediacy

Entertainment

Information

Can WAP sites measure up?

Where Is Mobile Search Today? Nielsen Mobile: Q1 08 – 13% Mobile Data Association: Q1 08 – 27% Same as Internet usage in 2000 © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing

Nielsen Mobile: Q1 08 – 13%

Mobile Data Association: Q1 08 – 27%

Same as Internet usage in 2000

However, interestingly enough… © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing

How Mobile Search Compares © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing 90% Growth 4827% Growth

Mobile Search Advertising Technology is almost in step Mobile text ads Mobile banner ads Mobile video ads Usage isn’t © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing

Technology is almost in step

Mobile text ads

Mobile banner ads

Mobile video ads

Usage isn’t

Prognosis Tough economic times ahead Internet search budgets being cut Greater need for accountability Dire need for ROI Will 2008 be the year of mobile? © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing

Tough economic times ahead

Internet search budgets being cut

Greater need for accountability

Dire need for ROI

Will 2008 be the year of mobile?

Any Questions? Farhad Divecha Director, AccuraCast Phone: 0800 019 6813 © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing