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Gregan McMahon from Sensis talks mobile search at CeBit WebForward 09


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Gregan McMahon from Sensis talks mobile search at CeBit WebForward 09

  1. 1. Tapping into Mobile Search CeBIT WebForward 14 May 2009 Gregan McMahon Head of Mobile, Sensis Pty Ltd
  2. 2. In the next 20 minutes… <ul><li>The Australian Mobile search landscape </li></ul><ul><li>A user-centric view of mobile search </li></ul><ul><li>Sensis Mobile portfolio </li></ul><ul><li>Golden rules of user experience </li></ul><ul><li>New user interface models </li></ul><ul><li>Mobile search – one size doesn’t fit all </li></ul><ul><li>How you can harness mobile search </li></ul>
  3. 3. <ul><li>Mobile search is more than web search on mobile </li></ul><ul><li>Usage approaching the tipping point </li></ul><ul><li>Previous inhibitors falling away </li></ul><ul><li>Smartphone revolution </li></ul><ul><li>“ Open web” – but optimisation still critical </li></ul>Mobile search landscape
  4. 4. Mobile search: what it means for users <ul><li>Don’t just think Search Engine – mobile search is much more </li></ul><ul><li>Multiple types of mobile search: </li></ul><ul><ul><ul><li>Local search </li></ul></ul></ul><ul><ul><ul><li>Map-based search </li></ul></ul></ul><ul><ul><ul><li>General Search </li></ul></ul></ul><ul><ul><ul><li>Product Search </li></ul></ul></ul><ul><li>Supercharged by: </li></ul><ul><ul><ul><li>One-click </li></ul></ul></ul><ul><ul><ul><li>Control </li></ul></ul></ul><ul><ul><ul><li>Relevance </li></ul></ul></ul><ul><ul><ul><li>Confidence </li></ul></ul></ul>
  5. 5. Sensis Mobile Portfolio
  6. 6. 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
  7. 7. Sensis Mobile Search highlights <ul><li>Used >1.8m times per month on average </li></ul><ul><li>Represents 8% of total Sensis digital usage </li></ul><ul><li>Average 3.5m mobile searches per month </li></ul><ul><li>60% growth in usage from Sept-Dec 08 </li></ul><ul><ul><li>3.7 times the industry growth rate as reported by AIMIA </li></ul></ul><ul><li>Visits more than tripled in 2008 (222% growth) </li></ul>
  8. 8. 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
  9. 9. 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
  10. 10. One Size Doesn’t Fit All <ul><li>Yellow Pages ® Mobile </li></ul><ul><ul><li>Locate me on a map </li></ul></ul><ul><ul><li>Find a place or business near me </li></ul></ul><ul><ul><li>Give me directions or satellite navigation to that place </li></ul></ul><ul><li>It’s not just web search on the mobile </li></ul><ul><ul><li>Local Search </li></ul></ul><ul><ul><li>Map-based search </li></ul></ul><ul><ul><li>Event search </li></ul></ul><ul><ul><li>Product Search </li></ul></ul><ul><ul><li>General search </li></ul></ul>
  11. 11. Local Search “Connect me with a business” <ul><li>Yellow Pages ® Mobile </li></ul><ul><ul><li>Find a business by name or by type </li></ul></ul><ul><ul><li>Find business near me or elsewhere </li></ul></ul><ul><ul><li>Give me directions </li></ul></ul><ul><ul><li>Connect me instantly </li></ul></ul>
  12. 12. Map-based Search “Find a place or business near me now” <ul><li>Whereis ® Mobile </li></ul><ul><li>Locate me on a map </li></ul><ul><li>Find a place or business near me </li></ul><ul><li>Get directions or satellite navigation to that place </li></ul>
  13. 13. Event search “Show me what’s happening” <ul><li>Citysearch ® Mobile </li></ul><ul><li>Show me what’s happening near me </li></ul><ul><li>Show by nearest, next or favourite venue </li></ul><ul><li>Help me plan my night </li></ul><ul><li>Let me share with friends </li></ul>
  14. 14. Product Search “How do I find a specific product?” <ul><li>Trading Post ® Mobile </li></ul><ul><li>Show me products for sale </li></ul><ul><li>Let me contact seller direct </li></ul><ul><li>Allow me to bid at auction </li></ul><ul><li>Alert me when I might miss out </li></ul>
  15. 15. General Search “Find me content on the mobile internet” <ul><li>Sensis ® Mobile Search </li></ul><ul><ul><li>Find content, mobile sites, downloads & news all in the same place </li></ul></ul><ul><ul><li>Click to content purchase directly </li></ul></ul><ul><ul><li>See content results from multiple categories in easy to digest format </li></ul></ul>
  16. 16. Five ways to harness mobile search <ul><li>Remember – One size doesn’t fit all </li></ul><ul><li>Find aggregation points </li></ul><ul><li>Optimise user experience for mobile </li></ul><ul><li>Don’t forget the basics </li></ul><ul><li>Be prepared to learn </li></ul>