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Published: March 2007
Pages: 56 Author: Kris Kolodziej
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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
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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
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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
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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
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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. |
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