Death of the dotMobi


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  • Opening Slide: Hi Everybody, My name is Cindy Krum. I am the New Media Marketing Strategist for Blue Moon Works, in from Denver, CO to talk to you about the future of mobile search. Just so you know, Blue Moon Works is a new media marketing agency, which basically means we help take our clients web presence to the next level, what ever that may be. Now you may be under the impression that I am here to talk to you about the future of search on mobile phones, but that is only part of my presentation. I’d like to think that I am really here to talk to you about the future of search, AS A WHOLE; a large portion of which will take place on mobile phones. We are living in a world where almost everything is available in a digital format, and where processing and data storage are loosing their ties to a specific locations. More computing is being conducted remotely, rather than on specific devices, and that trend is just going to continue. As this happens, I believe that the many devices that we rely on for our day-to-day lives will simply become different means of accessing our own set of personal, digital web content.
  • Death of the dotMobi

    1. 1. Death of the .Mobi By: Cindy Krum
    2. 2. <ul><li>“ The Web [has] become so pervasive, so ubiquitous that it is fading into the background. It’s becoming invisible. It just powers everything that we do and it is almost completely transparent; in that we often don’t even realize that we’re getting data or information from the Web. It’s just how we do things. We just expect it to be there and work. Flawlessly. At all times.” </li></ul><ul><li>Jeremy Lockhorn, </li></ul><ul><li>Director of Emerging Media & Video Innovation </li></ul><ul><li>Avenue A | Razorfish </li></ul>
    3. 3. There is No Such thing as the ‘Mobile Web’
    4. 4. The BIG Idea(s) <ul><li>There is only ONE Web </li></ul><ul><li>Mobile is the Lowest Common Denominator in Web Rendering </li></ul><ul><li>Mobile Search = Desire for Action </li></ul><ul><li>Mobile = New Problems = New Opportunities </li></ul><ul><li>You Must Make SERPs Portable, Personal & Intelligent </li></ul>
    5. 5. What Can MSN Do Today to Prepare for The Future? <ul><li>Anticipate the [mobile] Opportunity </li></ul><ul><li>Innovate to Address Hurdles in [mobile] Marketing </li></ul><ul><li>Provide a Better [mobile] Search Experience </li></ul>
    6. 6. Anticipate the [mobile] Opportunity
    7. 7. <ul><li>Mobile Phones = Lowest Common Denominator </li></ul>
    8. 9. Mass [mobile] Convergence <ul><ul><li>Phone </li></ul></ul><ul><ul><li>E-mail/Calendar </li></ul></ul><ul><ul><li>SMS/MMS </li></ul></ul><ul><ul><li>Pictures/Video </li></ul></ul><ul><ul><li>Music </li></ul></ul><ul><ul><li>Simple Computing </li></ul></ul><ul><ul><li>Web Browsing </li></ul></ul><ul><ul><li>Gaming </li></ul></ul>
    9. 11. Innovate to Overcome Challenges in [mobile] Marketing
    10. 12. Solving [mobile] Browser Problems Challenge: Too many browsers that render the web differently. Solution: Create a better browser and/or preference results based on how they will render in the browser doing the searching.
    11. 13. Solving [mobile] Handset Problems Challenge: Different handsets & screen sizes, slow rendering speed. Solution: Interactive, device-sensitive SERPs that are re-format to fit any screen size.
    12. 14. Solving [mobile] Infrastructure Problems Challenge: Slow download speeds, wimpy networks Solution: SERPs that download quickly & offer more actionable information. Mobile Toolbar.
    13. 15. Solving [mobile] Data Pricing Problems Challenge: High & confusing mobile data charges prevent mobile search. Solution: Work with carriers to subsidize mobile data charges with highly targeted advertising.
    14. 16. Solving [mobile] User Education Problems: Challenge: Mobile web surfing is hard and makes people feel stupid. Solution: Make mobile web searching faster and easier, and teach people how to best use your interface.
    15. 17. Provide a Better [mobile] Search Experience
    16. 18. A Better [mobile] Search Experience for All Searchers
    17. 19. A Better [mobile] Search Experience for Logged-In Searchers <ul><li>Volunteered Demographic Information for Organic Results </li></ul><ul><li>Subsidized Mobile Data Charges for Paid Results </li></ul><ul><li>Remote Storage & Search </li></ul><ul><li>Mobile Payment </li></ul>
    18. 21. A Better [mobile] Search Experience for Advertisers
    19. 22. A Better [mobile] Search Experience for Webmasters <ul><li>Multiple Style Sheets </li></ul><ul><li>Selective Serving </li></ul><ul><li>Transcoding </li></ul>
    20. 23. The BIG Idea(s) <ul><li>There is only ONE Web </li></ul><ul><li>Mobile is the Lowest Common Denominator in Web Rendering </li></ul><ul><li>Mobile Search = Desire for Action </li></ul><ul><li>Mobile = New Problems = New Opportunities </li></ul><ul><li>You Must Make SERPs Portable, Personal & Intelligent </li></ul>
    21. 24. <ul><li>“ I believe the future is only the past again, entered through another gate.” </li></ul><ul><li>  Sir Arthur Wing Pinero, </li></ul><ul><li>The Second Mrs. Tanqueray , 1893 </li></ul>
    22. 25. Cindy Krum Rank-Mobile [email_address] 720-231-7277