Mobile Search - The Next Big Thing
Below is a MRR and PLR article in category Internet Business -> subcategory Web Hosting.
Mobile Search: The Next Big Thing
Introduction
The world of mobile search is on the verge of a significant transformation. With annual mobile phone sales projected to reach 1 billion by 2009, there are now four times more internet-enabled phones than PCs worldwide. This shift presents a vast opportunity for marketers.
The Current Landscape
According to DotMobi, one-third of the global population uses mobile phones, with about half expected to adopt mobile internet by 2008. An IPSOS survey revealed that 29% of UK mobile users sought news and information on their devices in 2005. Despite the promising statistics, many travel companies remain hesitant to enter the mobile search space, and mobile e-commerce revenues are still modest.
Advertising Slow to Embrace Mobile
A Forrester Research report titled "Interactive Marketing Channels to Watch in 2007" indicates that only 13% of marketers use mobile text ads, and just 11% advertise on WAP sites. Advertisers appear to be waiting for more concrete evidence of the market’s potential before diving in.
Barriers to Growth
Several challenges have hindered the adoption of mobile web:
1. Cost and Clarity: Carrier data plans can be pricey and confusing compared to traditional internet access.
2. Screen Size: The limited screen size hampers the browsing experience.
3. Ease of Use: More clicks are required to access content due to smaller screens.
4. Content Restrictions: Some mobile networks limit access to full content through a 'walled garden' approach.
The WiFi Factor
The proliferation of high-speed WiFi in public areas?"airports, hotels, bars, and shopping centers?"has also impacted mobile internet usage, encouraging users to opt for laptops and PDAs instead of mobile phones.
Mobile's Potential for Advertising
Despite these challenges, travel companies cannot ignore the immense potential of mobile e-commerce and marketing. As technology advances and providers adapt, these barriers will diminish, and the impact of mobile search will become more pronounced.
Mobile offers a unique advertising platform: it's always on, always with the consumer, delivers personal and location data, and has built-in billing options. Currently, mobile searches focus on ringtones, news, entertainment, directions, and local services.
Emerging Opportunities in Mobile Search
Local search represents a significant mobile advertising opportunity. As technology evolves, more complex searches and transactions will become feasible. Nancy Lyndhurst from O2 highlights successful mobile marketing by large travel brands like Cathay Pacific and KLM, and notes Lastminute’s impressive holiday booking through mobile.
Future Prospects
A report by Informa Group anticipates advertisers spending $11 billion on mobile marketing by 2011. Such optimistic forecasts have led major search engines to invest heavily in mobile search.
Google predicts its London-based mobile division will become a key business driver and has developed a dedicated mobile search engine. Collaborations with major operators and phone manufacturers, like Motorola and LG, are underway. Similarly, Yahoo and Microsoft have launched mobile applications, with companies like Jumptap and Medio entering the fray.
Conclusion
Major search engines and mobile manufacturers are coming together to advance the mobile search sector. With such momentum, mobile search marketing is poised to become a vital component of online marketing. The question remains: will 2007 be the year of mobile search?
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