Mobile Search Battle

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  • Mobile Search Battle

    1. 1. Mobile Search Battle Where to Spend Your Time & Money (ahhem….Death by Data) SES Chicago ‘08 By: Cindy Krum Director of New Media Strategy Blue Moon Works, Inc.
    2. 7. Between 3 and 7% of Traffic to Traditional Sites is from Mobile Devices
    3. 8. Types of Mobile Search <ul><li>On-Deck Search </li></ul><ul><li>Off-Deck Search </li></ul><ul><li>Mobile Search Applications </li></ul><ul><li>Alternative Query Input Search </li></ul>
    4. 9. On-Deck Search
    5. 10. On-Deck Search: Top Searches <ul><li>Frequently Used for Downloadable Content (Free or Put on Your Bill) </li></ul><ul><ul><li>Ring Tones & Ring Backs </li></ul></ul><ul><ul><li>Wall Paper & Desktops </li></ul></ul><ul><ul><li>Games </li></ul></ul><ul><li>Also Used for News, Entertainment & Directory Service </li></ul><ul><li>Carriers Have Info = Massive Targeting Power </li></ul>
    6. 11. On-Deck Search: Overview <ul><li>Provided by the Carrier </li></ul><ul><li>Walled or Semi-Walled Garden </li></ul><ul><li>Content & Ads through Agreements with Carriers </li></ul><ul><li>Not Location Aware </li></ul><ul><li>Preferred 38% of the time, when Compared to Off-Deck Search according to iCrossings, (but 87% said it was because of Convenience & only 28% said it was because of good results. April 2007) </li></ul>
    7. 12. On-Deck Search: Top Providers <ul><li>White Label Search </li></ul><ul><ul><li>Medio </li></ul></ul><ul><ul><li>JumpTap </li></ul></ul><ul><li>Traditional Search Engines </li></ul>
    8. 13. <ul><li>Medio </li></ul><ul><ul><li>On-Deck Mobile Search Engine </li></ul></ul><ul><ul><li>Also: </li></ul></ul><ul><ul><ul><li>Serves Contextual Ads in Search, Based on </li></ul></ul></ul><ul><ul><ul><ul><li>Search History </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Click History </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Geography </li></ul></ul></ul></ul><ul><ul><ul><ul><li>User Demographics </li></ul></ul></ul></ul><ul><ul><ul><li>Serves Ads in On Mobile Websites that Have Signed Up as Publishers </li></ul></ul></ul><ul><ul><ul><li>Pay-Per-Call Ads through Inginio </li></ul></ul></ul>
    9. 14. <ul><li>JumpTap </li></ul><ul><ul><li>On-Deck Search Engine </li></ul></ul><ul><ul><li>Results Ranked Based On: </li></ul></ul><ul><ul><ul><li>Submissions & Spidering </li></ul></ul></ul><ul><ul><ul><li>Subscriber Data From the Carrier </li></ul></ul></ul><ul><ul><ul><li>XML Feeds </li></ul></ul></ul><ul><ul><ul><li>Editorial Review </li></ul></ul></ul><ul><ul><li>Also: </li></ul></ul><ul><ul><ul><li>Pay-per-click </li></ul></ul></ul><ul><ul><ul><li>Pay-per-call </li></ul></ul></ul><ul><ul><ul><li>Banners </li></ul></ul></ul><ul><ul><ul><li>Interstitials </li></ul></ul></ul>
    10. 15. Off-Deck Search
    11. 16. Off-Deck Search: Overview <ul><li>Like Regular Web Search </li></ul><ul><li>Not Controlled by Carriers </li></ul><ul><li>Handset/Browser Can Impact Search Results </li></ul><ul><li>Not Location Aware (Yet) </li></ul><ul><li>Preferred 69% of the time, when Compared to On-Deck Search according to iCrossings, (April 2007) </li></ul>
    12. 19. Mobile Search Applications
    13. 20. Mobile Search Applications <ul><li>Are Downloaded to Phone then Installed </li></ul><ul><li>Have Search Function that Accesses Closed Set of Web Content </li></ul>
    14. 21. Local Mobile Search Applications Yelp YPMobile
    15. 22. Mobile Image Search JuiceCaster PhotoBucket Flickr Picasa
    16. 23. Mobile Video Search Truveo YouTube
    17. 24. Mobile Shopping Search NearByMeNow Slifter
    18. 25. Alternative Query Input Search <ul><ul><li>SMS Search </li></ul></ul><ul><ul><ul><li>Goog411 </li></ul></ul></ul><ul><ul><li>Voice Search & 411 </li></ul></ul><ul><ul><ul><li>ChaCha </li></ul></ul></ul><ul><ul><li>Image & QR Code Search </li></ul></ul>
    19. 26. Other Ways to Get Eyes on Phones: <ul><li>Create Agreements with Handset Manufacturuers: Sony Pictures, News Corp., and CNN have closed deals to distribute directly to the N95 (Links to content on Home Screen) </li></ul><ul><li>Create Agreements with Carriers: MVP, a free ESPN service offered by Verizon </li></ul>
    20. 27. Contact Me! <ul><li>Cindy Krum </li></ul><ul><li>Director of New Media Strategy </li></ul><ul><li>[email_address] </li></ul><ul><li>Direct: 303-865-5555 </li></ul><ul><li>Blue Moon Works, Inc. </li></ul><ul><li>www.BlueMoonWorks.com </li></ul><ul><li>3773 Cherry Creek Dr. North, #985 </li></ul><ul><li>Denver, CO 80209 </li></ul>

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