Mobile Search: gaining momentum, still ‘growing pains’ ahead
MEF Mobile Search Initiative makes strategic recommendations to drive mobile search industry forward
Monte Carlo, 6 June 2007 – Use of mobile search is building, but the industry must do more to bring consumer uptake in line with industry expectations. These are the findings of a new report that was released today by MEF’s Mobile Search Initiative. The white paper, penned by Ovum’s Eden Zoller, identifies low consumer awareness, poor ease of use, and the need for established industry-wide metrics as three of the key issues that need to be addressed.
“There is more mobile content available than ever before, and the slow but inevitable shift to flat-rate data tariffs will create an even greater market for mobile browsing and web downloads,” commented Eden Zoller, Principal Analyst, Ovum’s Consumer Practice. “These developments will throw a spotlight onto the search and discovery business. Mobile search is a challenging but fundamental issue for the industry to crack as it underpins the success of every type of mobile entertainment.”
The report identifies a “pressing need” for more information and real data to provide established metrics for a consistent understanding of success. It specifically calls for the establishment of an independent body that can provide recognised metrics and measurements, similar to those available in the fixed internet world.
The initiative has identified a number of key recommendations for improving the mobile search environment:
- Relevance: even more important in the mobile environment than in the PC world as users will not scroll through pages of suggested links on screen. The report suggests category based results grouped by subject
- Analytics and behavioural targeting: not only vital for returning valid search results, but also crucial to attracting the right kind of targeted, useful advertising
- Ease of use: consumers need a pleasing, easy-to-use interface which renders well onto the mobile screen
- Advertising support: contextual targeting whereby users see ads which are relevant to their searches and profiles
- Location based search: location is a unique attribute of mobile search, and should be exploited.
Claudia Poepperl, Head of the MEF initiative and CMO for MobilePeople, commented: “There are many differences between fixed and mobile search patterns, but one of the crucial points to note is that premium, paid-for content tops the list of mobile search terms: ringtones (56%), music downloads (47%). Consumers searching via mobile aren’t simply browsing, they’re actively looking to buy. This represents a fantastic revenue opportunity for operators and content providers alike, but only if issues of usability and measurement can be resolved.”
Patrick Parodi, MEF Global Chair commented, “Measuring success rates for mobile search is the key to developing better, more accessible, services which improve consumer quality of experience and tip mobile usage levels into the mainstream. Effective metrics for search success will also allow the industry to attract advertisers and provide an additional revenue opportunity for mobile entertainment as a whole.”
The initiative was proposed by mobilePeople and is being supported by Orange, FAST (Fast Search & Transfer) and Qpass. The initiative is supported by Ovum as the external research partner. Full copies of the report are available to download from the MEF website.
For press enquiries please contact:
Emma Turner
Nelson Bostock Communications
t: +44 20 7229 4400
e: emma.turner@nelsonbostock.com