Mobile Local Search
Location-based Search Market

Introduction

Mobile search provides consumers anytime, anywhere access to information via the mobile Web. Mobile search applications need to have speed and ease-of-use, feature simple query entry, quick interface navigation and precise use of limited mobile device screen space. Awareness of mobile local search continues to grow with consumers, creating new opportunities for brands and vendors to exploit the power of the mobile channel. Written by Kris Kolodziej an industry veteran in the location technology field for almost a decade, this report evaluates location-based search business opportunities and vendors that exploit them, and provides an analysis of the current market and technology landscape.

Mobile Local Search

Location-based or proximity-based search is a very important factor in presenting local search results. Local search engines use a different algorithm than the main search engines - a location-based algorithm. If a user self-provisions his location (by including a city name, zip code, area code, or address in his query), or if the location information is provided automatically via a GPS or similar, listings can be filtered according to proximity to that particular location (in addition to other metrics/filters) to make them more relevant.

Research Methodology

This report presents mature views of the mobile local search technology and marketplace, which is usually overshadowed with hype. The analysis was predominantly based on a combination of primary and secondary research techniques, including interviews. Through triangulation and cross-verification of information obtained through these sources, this report evaluates the current state of mobile local search technology throughout the industry.

Report Coverage Includes

• Business drivers for mobile search from mobile operators perspective
• Mobile local search value chain assessment and mapping of players
• Strategy analysis and recommendations for suppliers and wireless carriers
• Analysis and assessment of world-wide mobile search deployments
• Evaluation of pros and cons of white-label search vs. Google, Yahoo, etc.
• Analysis of user interface issues and evaluation of voice-enabled search
• Overview of positioning solutions including cellular and non-cellular
• Primary market research survey results ranking key mobile local search relevancy factors including profiling, usage patterns, and real-time location
• Evaluation of the differences between desktop vs. mobile searching with an emphasis on search category, user interface issues, and attribute data
• Evaluation of key attributes that multiply value localization including preferences, behaviors, demographics, business and product information, business and product rankings, and "geo-tags"

Report Answers Important Questions

• Mobile Local Search - Why now?
• What are the new trends?
• Who's driving the market?
• What's driving the market?
• How important is the user's real-time location?
• How important is the user's profile?
• How important is the user's usage pattern?

Key Findings in Report

• The Killer Enabler - Location Information
• Local content is key for tapping into local business
• The future of "Walled Gardens" and portals will be profoundly effected
• Google is afraid to admit how big the business opportunity for mobile local search really is for mobile operators that tap into this new revenue stream
• The future of mobile search will include localization, usage patterns, preferences, ranking, and activity

Quotes from Companies Interviewed in Report

• AOL
• Askmenow
• Cellwand Communications
• CES
• go2
• InfoSpace
• JumpTap
• Loopt
• Mobile People
• MobileCommerce
• MoBlast
• Nokia
• TCS
• V-Enable
• Verizon Wireless
• WPP Digital

Companies Mentioned in Report

• AOL
• 4info
• AdMob
• ALLTELL
• Apple
• Ask.com
• AskMeNow
• Blyk
• Cingular
• DoubleClick
• Enpocket
• FastSearch
• Feeva
• GeoVector
• Google
• Greystripe
• Helio
• InfoSpace
• InfoUSA
• Itchy Guides
• Jamba
• JiWire
• July Systems
• JumpTap
• Klub Universe
• MapQuest
• Medio
• Microsoft
• Mobile Content Networks
• MobileVoiceControl
• Monstermob
• Motorola
• Multimap
• Navizon
• NAVTEQ
• NEC
• Nokia
• NTT DoCoMo
• Nuance Communications
• O2
• Orange
• Overture
• PocketThis
• Rhythm New Media
• Samsung
• SiRF
• Skyhook Wireless
• Smart2Go
• Sprint Nextel
• TeamTack
• TeleAtlas
• TellMe
• Third Screen Media
• Thompson Directories
• T-Mobile
• TopTable
• Upsnap.com
• Visa International
• Yahoo
• Yell.com
• YelloPages.com

Table of Contents

1 Introduction

2 Summary of Findings and Recommendations

3 Background to Mobile Search

Mobile Search: Top Searches, Words per Query, Query Time

4 Mobile Search - Why now?

Increased usage of mobile devices.

Increased awareness and usage of mobile search.

Increasing Mobile Local Search Revenues.

5 Mobile Local Search Value-Chain

Devices and Networks

Content Providers

Content Aggregators

Content Discovery & Search

Location Providers

Location Enablers

Voice-Search Providers

Ad-enablers

Search Engines

6 Mobile Local Search Strategies

Carriers

Search Engines

Device Manufacture

Walled Gardens and Portals

7 Local Content is King

8 The Killer Enabler - Location-Based Search

8.1Real-Time Location Technology and Providers

Location with GPS

Location using the Cellular Network (Cell-ID / E-OTD / TDOA)

Location with Wi-Fi

Location with WiMax.

Location with Bluetooth.

8.1.1Carrier Network Location Information

8.1.2Wi-Fi Location Providers

8.1.2.1Skyhook Wireless

8.1.2.2Navizon.

LBS Development using Navizon vs Carriers

9 The Power of Voice-Enabled Searches

10 Mobile Advertising and Business Models

11 Devices and GUIs

12 About the Author

Kolodziej is the CTO and Co-Founder of Spime, Inc. Kolodziej's industry report, Mobile Local Search: Location-Based Search Market, explores the mobile search market and how location-enabled applications will dominate the mobile generation. Kolodziej's highly anticipated book, Local Positioning Systems: LBS Services and Applications, details precise LBS applications using alternative and complimentary technologies to GPS, and is the result of four years of research that began during his graduate studies at the Massachusetts Institute of Technology. Based on his book, Kolodziej established IndoorLBS.com to promote ubiquitous indoor-outdoor positioning technologies and their convergence.

Kolodziej has been in the location technology field for almost a decade, during which he was responsible for research, technology engineering and innovation for various clients, including ESRI, Frost & Sullivan, Geo Invent (Tele Atlas), and the industry's standards geospatial consortium, OGC, among others. Kolodziej has (co-)organized conference sessions and been a (keynote / invited) speaker at the LBS World Forum 2006, Geospatial Integration for Public Safety Conference, the Location Intelligence 2006 & 2007 Conference, the Location 2006 (India) Conference, the WPI Workshop on Indoor Tracking Technologies, and the URISA 40th Annual Conference. Kolodziej is columnist writer for industry trade magazines, including Geospatial Solutions, GeoWorld, Java Location Services (now LBS360), and Directions Magazine. Kolodziej holds graduate degrees from MIT in the areas of Geo Information Systems & Information Technology engineering, and a Bachelor's degree in Geo Information Systems from Rutgers University. He also has a Environmental Geomatics Certificate from the Center for Remote Sensing and Spatial Analysis, and the Urban Planning Certificate from the Edward J. Bloustein School of Planning and Public Policy.