Mobile Search Vs Mobile Discovery

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There are fundamental differences between searches on the Internet versus the mobile phone; mobile content is structured content and does not work in a similar fashion to the highly unstructured and dynamic nature of the World Wide Web.

Published in: Technology

Mobile Search Vs Mobile Discovery

  1. 1. Mobile
Search

 Vs.

 Mobile
Discovery

  2. 2. 
Most
incumbent
 internet
search
 companies
such
as
 Google,
Yahoo,
MSN
 and
new
start‐ups
in
 the
mobile
search
 arena
are
placing
 significant
emphasis
 on
search
 func6onality
in
the
 mobile
space.


  3. 3. 
They
are
all
compe?ng
heavily
to
 emulate
internet
search
func?onality
on
 the
mobile.
 
There
is
no
ques6on
that
this
focus
will
 strengthen
the
value
proposi6on
to
the
 end
user;
however
it
does
not
address
a
 number
of
fundamental
issues
that
the
 mobile
handset
and
the
mobile
 environment
in
general
present.


  4. 4. 
Strategically
it
s?ll
maintains
the
mobile
 operator
as
a
pipe
and
makes
search
the
 gateway
for
all
ac6vi6es
made
by
the
 consumers.


  5. 5. 
Last
but
least,
there
are
fundamental
 differences
between
searches
on
the
 Internet
versus
the
mobile
phone

  6. 6. 
1.
Mobile
content
is
structured

 
Does
not
work
in
a
similar
fashion
to
the
 highly
unstructured
and
dynamic
nature
 of
the
World
Wide
Web.


  7. 7. 
 2.Mobile
content
is
not
as
text
based
 as
the
market
seems
to
think.

 
For
the
foreseeable
future,
mobile
 content
will
be
based
on
images,
music,
 videos,
mobile
TV,
mobile
games
and
 infotainment
services.

  8. 8. 
 3.
Search
is
reac?ve
not
proac?ve

 while
mobile
content
purchases
can
also
 be
classified
as
impulse
purchases.


  9. 9. 
Understanding
the
user

  10. 10. 
Without
addressing
consumer
tastes
and
 the
lack
of
op6ons
available
to
the
end
 user;
advanced
search
func?onality
will
 only
allow
users
to
find
items
from
an
 already
limited
content
offering
faster.


  11. 11. 
Giving
an
end
user
an
exact
search
result
 related
to
a
key
word
or
words
provided
 is
not
comprehensive
enough,
there
has
 to
be
a
ranking
system
to
iden6fy
what
 the
best
search
result
for
that
query
is.


  12. 12. 
Many
search
engines
on
mobile
also
 require
the
end
user
to
specify
not
only
 what
item
they
are
looking
for
but
also
 the
content
type.

 
This
process
in
itself
is
6me
consuming
 and
does
not
beEer
the
experience
for
 the
end
user.


  13. 13. 
Mooga’s
approach


  14. 14. 
Mooga's
uses
a
quot;wisdom
of
crowdsquot;
 approach
to
add
relevance/ranking
to
 search
results.

 
The
power
of
collec?ve
intelligence
of
all
 subscribers
is
used
to
determine
what
 the
top
search
results
for
a
par?cular
 query
should
be.

  15. 15. 
Mobile
consumers
want
answers
directly
 and
quickly
and
don't
have
the
?me
or
 the
inclina?on
to
go
through
thousands
 of
quot;relevantquot;
results.


  16. 16. 
This
ranking
algorithm
con?nuously
 evolves
based
on
the
collec?ve
wisdom
 of
all
users
and
their
historical
 aggregated
interac?ons
with
Mooga.
 
.


  17. 17. 
If
an
end
user
uses
a
generic
search
term
 like
cricket,
the
Mooga
Ranking
Algorithm
 determines
the
most
relevant
content
for
 cricket
irrespec6ve
of
content
types.

 
These
results
are
influenced
not
only
by
 popularity
but
several
other
factors.

  18. 18. 
Mooga
iSearch
has
acknowledged
the
 limita?ons
the
mobile
medium
creates
 and
has
been
developed
to
maximize
the
 use
of
the
space
available.

 
All
items
searched
for
are
in
context
for
 the
end
user.

 
The
result
is
a
rapid,
relevant
search
 process
and
increased
user
sa6sfac6on.

  19. 19. 
Mooga
iSearch
has
acknowledged
the
 limita?ons
the
mobile
medium
creates
 and
has
been
developed
to
maximize
the
 use
of
the
space
available.


  20. 20. 
This
in
turn
ensures
increased
reten?on
 and
a
higher
number
of
downloads.

 
It
also
allows
for
a
significantly
higher
 number
of
related
and
relevant
items
to
 be
placed
within
reach
as
a
result
of
a
 search
query.

  21. 21. Iken
Solu?ons
 •  IKen
Solu6ons,
is
a
soMware
product
company
 specialized
in
intelligent
business
systems
backed
 by
hybrid

Ar6ficial
Intelligence
techniques,
expert
 system,
case‐based
reasoning,
neural
networks
 www.iitb.ac.in www.sineiitb.org and
gene6c
algorithms.

 •  Iken
Solu6ons
is
an

IIT
Bombay
research
spin‐off.
 •  Iken
solu?ons
awards:
 •  Winner
TIE
CANAAN
entrepreneur
challenge
 2008.
 •  Iken
has
been
awarded
with
a
direct
entry
 into
the
MicrosoW
Startup
Accelerator
 Program
2008
 •  Silver
award
for
“Best
Technology
 Innova?on”
at
the
Mobile
Content
Awards
 2008
in
London.

  22. 22. Antonio
Peña
 General
Manager
Americas 
 antonio.pena@ikensolu6ons.com
 hEp://www.linkedin.com/in/altergaia
 


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