Tapping into Mobile Search CeBIT WebForward 14 May 2009 Gregan McMahon Head of Mobile, Sensis Pty Ltd

In the next 20 minutes… The Australian Mobile search landscape A user-centric view of mobile search Sensis Mobile portfolio Golden rules of user experience New user interface models Mobile search – one size doesn’t fit all How you can harness mobile search

The Australian Mobile search landscape

A user-centric view of mobile search

Sensis Mobile portfolio

Golden rules of user experience

New user interface models

Mobile search – one size doesn’t fit all

How you can harness mobile search

Mobile search is more than web search on mobile Usage approaching the tipping point Previous inhibitors falling away Smartphone revolution “ Open web” – but optimisation still critical Mobile search landscape

Mobile search is more than web search on mobile

Usage approaching the tipping point

Previous inhibitors falling away

Smartphone revolution

“ Open web” – but optimisation still critical

Mobile search: what it means for users Don’t just think Search Engine – mobile search is much more Multiple types of mobile search: Local search Map-based search General Search Product Search Supercharged by: One-click Control Relevance Confidence

Don’t just think Search Engine – mobile search is much more

Multiple types of mobile search:

Local search

Map-based search

General Search

Product Search

Supercharged by:

One-click

Control

Relevance

Confidence

Sensis Mobile Portfolio

Mobile builds bridges… Integration Television Outdoor Direct Mail Online Mobile Voice Print Point of sale Always on I choose Relevant Gives me confidence Always on Consumer Advertiser Always on Increase ROI Direct response Improved ROI Be relevant Be relevant Build brand loyalty Direct Response Help improve ROI

Sensis Mobile Search highlights Used >1.8m times per month on average Represents 8% of total Sensis digital usage Average 3.5m mobile searches per month 60% growth in usage from Sept-Dec 08 3.7 times the industry growth rate as reported by AIMIA Visits more than tripled in 2008 (222% growth)

Used >1.8m times per month on average

Represents 8% of total Sensis digital usage

Average 3.5m mobile searches per month

60% growth in usage from Sept-Dec 08

3.7 times the industry growth rate as reported by AIMIA

Visits more than tripled in 2008 (222% growth)

Golden Rules of Mobile User Experience Superior User Experience One Click Control Relevance Confidence One Click Simple, easy to use, fast, easy to access Control Personalised to my needs, knows my location, helps me connect & communicate, now, always on Relevance Intuitive & accurate search results plus prompts and suggestions complimentary to my needs and interests Confidence Comprehensive, depth & breadth of content from trusted sources to increase my success rate

New User Interface models 2012 2006 2.5G 3G 3.5G 4G Present (transition) HUI Hypertext User Interface Very basic layouts, basic text with blue links and white backgrounds WML NUI Natural User Interface Very sophisticated layouts: layers of information, integrated multimedia, voice navigation and animation WICD GUI Graphic User Interface More sophisticated layouts with stylised fonts and icons and buttons XHTML MP Sophisticated layouts, with rich AJAX interactivity and richer graphics presentation SUI Stylesheet User Interface XHTML +AJAX

One Size Doesn’t Fit All Yellow Pages ® Mobile Locate me on a map Find a place or business near me Give me directions or satellite navigation to that place It’s not just web search on the mobile: Local Search Map-based search Event search Product Search General search

Yellow Pages ® Mobile

Locate me on a map

Find a place or business near me

Give me directions or satellite navigation to that place

It’s not just web search on the mobile:

Local Search

Map-based search

Event search

Product Search

General search

Local Search “Connect me with a business” Yellow Pages ® Mobile Find a business by name or by type Find business near me or elsewhere Give me directions Connect me instantly

Yellow Pages ® Mobile

Find a business by name or by type

Find business near me or elsewhere

Give me directions

Connect me instantly

Map-based Search “Find a place or business near me now” Whereis ® Mobile Locate me on a map Find a place or business near me Get directions or satellite navigation to that place

Whereis ® Mobile

Locate me on a map

Find a place or business near me

Get directions or satellite navigation to that place

Event search “Show me what’s happening” Citysearch ® Mobile Show me what’s happening near me Show by nearest, next or favourite venue Help me plan my night Let me share with friends

Citysearch ® Mobile

Show me what’s happening near me

Show by nearest, next or favourite venue

Help me plan my night

Let me share with friends

Product Search “How do I find a specific product?” Trading Post ® Mobile Show me products for sale Let me contact seller direct Allow me to bid at auction Alert me when I might miss out

Trading Post ® Mobile

Show me products for sale

Let me contact seller direct

Allow me to bid at auction

Alert me when I might miss out

General Search “Find me content on the mobile internet” Sensis ® Mobile Search Find content, mobile sites, downloads & news all in the same place Click to content purchase directly See content results from multiple categories in easy to digest format

Sensis ® Mobile Search

Find content, mobile sites, downloads & news all in the same place

Click to content purchase directly

See content results from multiple categories in easy to digest format

Five ways to harness mobile search Remember – one size doesn’t fit all Find aggregation points Optimise user experience for mobile Don’t forget the basics Be prepared to learn

Remember – one size doesn’t fit all

Find aggregation points

Optimise user experience for mobile

Don’t forget the basics

Be prepared to learn