The document discusses the increasing ubiquity of the web and how mobile access is becoming the lowest common denominator for web rendering. It argues that there is only one web and that mobile presents both new opportunities and challenges for search engines. To prepare for the future, search engines should anticipate the mobile opportunity, innovate to address hurdles in mobile marketing, and provide a better mobile search experience.

1. Death of the .Mobi By: Cindy Krum

2. “ 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.” Jeremy Lockhorn, Director of Emerging Media & Video Innovation Avenue A | Razorfish

3. There is No Such thing as the ‘Mobile Web’

4. The BIG Idea(s) There is only ONE Web Mobile is the Lowest Common Denominator in Web Rendering Mobile Search = Desire for Action Mobile = New Problems = New Opportunities You Must Make SERPs Portable, Personal & Intelligent

5. What Can MSN Do Today to Prepare for The Future? Anticipate the [mobile] Opportunity Innovate to Address Hurdles in [mobile] Marketing Provide a Better [mobile] Search Experience

6. Anticipate the [mobile] Opportunity

7. Mobile Phones = Lowest Common Denominator

9. Mass [mobile] Convergence Phone E-mail/Calendar SMS/MMS Pictures/Video Music Simple Computing Web Browsing Gaming

11. Innovate to Overcome Challenges in [mobile] Marketing

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.

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.

14. Solving [mobile] Infrastructure Problems Challenge: Slow download speeds, wimpy networks Solution: SERPs that download quickly & offer more actionable information. Mobile Toolbar.

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.

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.

17. Provide a Better [mobile] Search Experience

18. A Better [mobile] Search Experience for All Searchers

19. A Better [mobile] Search Experience for Logged-In Searchers Volunteered Demographic Information for Organic Results Subsidized Mobile Data Charges for Paid Results Remote Storage & Search Mobile Payment

21. A Better [mobile] Search Experience for Advertisers

22. A Better [mobile] Search Experience for Webmasters Multiple Style Sheets Selective Serving Transcoding

23. The BIG Idea(s) There is only ONE Web Mobile is the Lowest Common Denominator in Web Rendering Mobile Search = Desire for Action Mobile = New Problems = New Opportunities You Must Make SERPs Portable, Personal & Intelligent

24. “ I believe the future is only the past again, entered through another gate.” Sir Arthur Wing Pinero, The Second Mrs. Tanqueray , 1893

25. Cindy Krum Rank-Mobile [email_address] 720-231-7277