The Revolution Of Mobile Search

Slide 1: From Links to Answers - The Revolution of Mobile Search Zhang Qin Yahoo! China Beijing 2007

Slide 2: Mobile Search Market Status • Slow user growth Y! Mobile Search INXS Study Q2 05 – 28% growth since Sept 05 compared Frequency of Use to 41% growth across all browser At least once/day 12% based services1 At least once/week 35% • Slow product innovation 2-3 time/mo 29% Once/mo 17% – Products have remained virtually the Not sure 7% same for the past 18 months 0% 10% 20% 30% 40% – A few new entrants (mostly operator) MMA Mobile Search Consumer Insights Report Q3 06 • Usage has decreased since Q2 05 Frequency of Use • Users are moderately satisfied with At least once/day 11% mobile search products At least once/week 29% – 53% rate mobile search as med to At least once/mo 21% low satisfaction (7 or below on a Less than once/mo 39% 10pt scale)2 0% 10% 20% 30% 40% 50% 1 Source: m:metrics Sept 06 2 Source: MMA Mobile Search Consumer Insights Report Q3 06

Slide 3: Primary Reasons For Trying Mobile Search • Approximately 44% of Mobile Search users claim that “they just wanted to try it” as their primary reason for originally trying Mobile Search –i.e., they were curious. • Approximately 25% of mobile search users indicated that they tried Mobile Search out of necessity. Just Wanted to Try It 44% Was Away from PC and Need Instant 25% Answers Was The Fastest Way to Find What I Was 9% Looking For Heard About It from My Cellphone Provider 6% No Other Internet Connection Was 6% Available 0% 20% 40% 60% Source: MMA Mobile Search Consumer Insights Report 2006

Slide 4: Types of Information Searched • Map and Direction are top category of information sought after – reflection of when they are away from PC • Ringtones, Games & Graphics are second – entrainment Maps & Directions 54% Ringtones,Games & Graphics 46% Directory Listings 40% Nearby Restaurant & Store 33% Local Movies 29% Checking on Flight Info 23% Finding New Mobile Websites 18% Making Shopping & Price Comparasion 14% Answering Trivia Questions 8% Finding Discret Entertainments 6% 0% 20% 40% 60% Source: MMA Mobile Search Consumer Insights Report 2006

Slide 5: Mobile Search Engine Used • Mobile Search users have tapped a wide variety of search engines when going mobile. • Roughly 39% of users have tried Yahoo, while 36% have used Google Yahoo 39% Google 36% Search Used by Cell Phone Co. 34% MSN 18% AOL 10% via SMS 8% 0% 20% 40% 60% Source: MMA Mobile Search Consumer Insights Report 2006

Slide 6: What Do Consumers Want? Mobile search is fundamentally different than PC search today • Consumers want content and a user experience that meets their needs when ‘on the go’ – Basic information and a focus on local content – Fast results that are easy to navigate – Location relevant results – An experience optimized for their mobile phone • Consumers don’t want a PC search experience – 60% of mobile search users expect an experience that differs from the PC – 91% of mobile search users say the experience is the same or worse than PC search

Slide 7: What Do Consumers Want? Instant Gratification: give me answers, give me entertainment…

Slide 8: One Size Does Not Fit All PC Search ≠ Mobile Search Mobile Search is Flawed Today Users DO NOT want links

Slide 9: The New Mobile Search Model Users tell us they want: • Results that matter • Content that actually works Immediate answers, not on a phone web links, specific to • No more “click and wait” where you are • Easy access and navigation

Slide 10: Demo • Yahoo! oneSearch

Slide 11: oneSearch is a… Food Finder A hungry person in San Francisco enters… pizza

Slide 12: oneSearch is a… Movie Guide A person in Philadelphia wants to see a movie and enters… Stranger than fiction

Slide 13: oneSearch is a… Sports Tracker A 49ers fan in San Francisco enters… 49ers

Slide 14: oneSearch is a… Preview for Today A user enters… Today User lives in New York, NY

Slide 15: oneSearch is… Landmark Locator Fortune Teller Country Guide Direction Finder Publisher Concierge Name Lookup Social Search oneSearch is exactly what you want Business Locator Movie Guide Website Navigator Product Finder Address Identifier Company Sleuth Lottery Readout Celebrity Fan Music Guide User lives in Sports Tracker Atlanta, GA City Guide …and more

Slide 16: How it Works – Logic Flow Context User (personal), location, Got the answer Query Logic Results application, time, operator … Clicked on result Query Content Categorization Search Initiation Engine Carrier content, Refinement Web Easy Query Entry WAP • Spell checking • Auto-complete Local • Also try • Fuzzy match Image • Search tips • Voice integration Video • Pre-populated UGC, query box Pre-populated searches news … • Recommendations • Saved Searches/History • Buzz/Popular searches

Slide 17: How it Works – Architecture Carrier WAP SMS Client Idle Voice Front-end XML Mobile Interaction Platform Mobile Search API Partner Premium Premium Search Verticals Content Content Web / Mobile Web Index Query Multimedia Classification Social Media Engine Content Verticals Local Partner Content Sponsored Listings

Slide 18: The Change of Search Technology Gen 1 Gen 2 Gen 3 Search Search Search •Only use information •Use data off pages •Understand intentions on pages •Link relationship analysis behind queries •Text-based •CTR (what did users click) •Semantic analysis •Frequency, language •Anchor text (how others •Mash-up or blending of describe the page) multiple data sources •Refine search for users OmniSearch Google Universal Search

Slide 19: Query Classification Engine • Identify user intention behind each query – Adaptive to user search history • The largest web knowledge database used for query classification – nearly 10M items – Hierarchical categories – Tens of relationship types and over 8M relations – Data sources: • Search query logs • Billions of web pages

Slide 20: The Application of Web Mining Technology PeopleMap: Calculate relationships among celebrities using information extraction and web mining technologies Visit Production Demo URL: http://www.yahoo.cn

Slide 21: Mash-up Results Based on User Query

Slide 22: Why Yahoo!? Global Mobile Search Leadership on 04Oct06 covered of mobile “It’s pretty telling that Vodafone is working with sponsored listings launch Yahoo for this specific deal, and not Google. “…The launch puts [Yahoo] Google hasn’t always been willing to play nice ahead of archrival Google in with carriers, though has started to make more mobile online search services.” deals recently. Schmidt’s recent suggestion “It shows Yahoo has its pulse on that cell phones should be free with ads shows the market.” Tim Boyd, Caris & how Google’s dominant brand name could be Co more threatening than beneficial to some wireless carriers. (GigaOm, 11/14/06)” “From my perspective this is simply another indication of Yahoo’s comprehensive “Yahoo on Wednesday said it has launched text advertising tied to mobile mobile strategy which is search in the United States and the arguably the best executed United Kingdom, a move that gives the end-to-end mobile solution portal a jump on rivals Google and currently available.” Microsoft.”

Slide 23: oneSearch in Action 83 Carrier Relationships in 40 Countries

Slide 24: Q&A http://mobile.yahoo.com