Posts Tagged ‘ mobile search ’

Google predicts rise of mobile marketing

Mobile Marketing will soon become more popular than traditional online advertising, predicts Vic Gundotra of Google.   With the usage of smartphones still on the rise, Google expects companies will pay higher rates for mobile search ads than standard PC-based ones.   During a webcast on Monday, Gundotra added that ad rates (CPC) for the mobile channel have already increased “dramatically” over the last few years, with mobile searches also rising fivefold over the course of two years.

And not only Google is enthusiastic about Mobile Marketing.   According to The State of Marketing 2010 study by Unica, conducted with Salloway and Associates, more than one-third of executives questioned said they already use mobile in their campaigns, stating that the richer interactivity of mobile websites and applications makes it an equal draw to text messaging.

“2010 is shaping up to be an exciting year for marketers. Unprecedented change, brought on by a volatile economy, the rise of new channels and the increased demand for financial accountability, are creating a new era in marketing,” said Paul McNulty, chief marketing officer at Unica.

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Apple to replace Google Search by Microsoft’s Bing

We’ve all noticed how the competition between Apple and Google has grown more intens over the past few months. 
Especially with the recent launch of Google’s own smartphone, the Nexus One, it has become very serious.  Now it seems that other web giant Microsoft is considered as the ‘lesser evil’. 

According to the magazine BusinessWeek, Apple is in talks with Microsoft to integrate Bing as the default search engine on the popular iPhone.  At the moment, the smartphone uses Google Search. 

BusinessWeek adds that the negociations are only in an early stage and that it’s even possible that Apple wants to develop its own search engine and only talks to Microsoft to win some time.

Search engine Bing for mobile

After introducing their new search engine to the world, Microsoft has now also launched a mobile version of Bing, which is available on your smartphone by surfing to m.bing.com.

Bing mobile features:
– Search options to find local resto’s and shops, local weather forecast, local movie times,…
– Interactive maps with turn-by-turn driving directions, current traffic conditions, …
– Mobile dashboard with stocks, traffic, weather, and movies
– Separate version for iPhone

bing-mobile-search

And indeed, it’s looking good on my colleague’s BlackBerry. Got the forecast for Brussels, which seemed pretty accurate, found a map with driving instructions, and when I do a search it neatly displays the first 2 web results and the first 2 image results.

Strangely, when I test with my Nokia Navigator, I only get the search option, without the other features, and the interface is in French without the option to change the language…  Is the Nokia Navigator not ‘smartphone enough’ for Bing?

What did 2008 bring for Mobile?

As the end of year period allows some catching up on reading industry news, I came across an interesting year overview by FierceMobile, which nicely sums up the importance of the past year for the mobile industry.

1/ The iPhone pushes the Mobile Internet to the next level
apple_iphone1The iPhone was first launched in 2007, but became a worldwide hype in 2008.  For the first time, consumers started thinking of their mobile device as more than something that allows voice calls and sms messages.  Mobile Internet finally came on the radar of a larger audience.  And other mobile manufacturers followed with the launch of new smartphones with lots of interesting new functionalities.

 

2/ The App Store redefines the mobile user experience
The App Storeallows consumers to download a large variety of applications onto their iPhone.  For developers it provides an interesting platform to sell their new applications. This completely changes the user experience: no longer must subscribers troll carrier decks and retailer web sites in search of applications optimized for their particular device or operating system, or suffer through absurdly complicated download protocols. Moreover, the sheer abundance of applications available from the App Store virtually guarantees there is an app tailored for every iPhone owner, regardless of their personal wants and needs.

 

3/ Google emerges as a mobile superpower
google1Having conquered the position as #1 web search tool, it was obvious that Google would become a leader in mobile search as well.  But they didn’t stop just there.  Their open software platform Android encourages innovation on the mobile and their partnership with T-Mobile results in the launch of the G1 smartphone, up for competition with the iPhone.

 

4/ Mobile reshapes social networking – and vice versa
facebook-social-networking2The mobile hype went parallel with the growing popularity of social networks, such as Facebook and MySpace. It’s only natural that both got intertwined. 46% of social network members have visited their favorite sites on their phones, with more than half of them checking for comments and messages from their friends. A 45% have also posted status updates. In November, Facebook announced its mobile userbase has expanded from 5 million to 15 million since the beginning of 2008.  MySpace announced that same month that its integrated mobile solution customized for device maker Research In Motion’s BlackBerry smartphones generated more than 400,000 downloads in its first seven days of release. 

 

5/ Mobile messaging continues to surge
girl-sending-sms-11Economic crisis or not, people continue to send SMS text messages. In the 3rd quarter alone, the global volume for mobile messaging increased with 10%.  Several mobile trends emerged, among them messaging initiatives tied to social and political change and marketing, mobile messaging for charitable donations and a significant growth in mobile messaging by enterprises and financial institutions. Just think of the importance of the mobile in the presidential campaigns in the US.

 

6/ The mobile data pendulum swings to the US
While the US was lagging behind for years when it came to mobile data adoption and innovation, they have made up for that in 2008.  A new generation of more sophisticated and user-friendly smartphones as well as a mounting number of must-have applications have brought the US into one of the leading positions on the mobile market.

Given the many positive evolutions for the mobile industry in 2008, 2009 promises to be a very interesting year for mobile internet and mobile marketing!

Happy New Year!

Smartphone adoption stimulates mobile search

Smartphones are rapidly gaining popularity, now that mobile phone producers such as Blackberry, HTC and Google/T-Mobile are introducing interesting alternatives to the Apple iPhone on the market.
Research firm The Kelsey Group says that currently one fifth of the US population uses a smartphone and half of all consumers considering switching to a smartphone within the next two years.

This increasing smartphone adoption stimulates mobile search activities.  Some interesting figures:

  • 17.6 percent of consumers downloaded or viewed maps or directions in the last six months, up from 10.8 percent in 2007.
  • Mobile web searches for products or services within the consumer’s local area increased to 15.6 percent in 2008, up from 9.8 percent in 2007.
  • Mobile web searches for products or services outside the consumer’s local area increased to 14.3 percent in 2008, up from 6.4 percent in 2007.
  • Mobile queries on movies or other entertainment increased to 13.7 percent in 2008, up from 8.2 percent in 2007.
  • Mobile connections to social networks like MySpace and Facebook increased 9.6 percent in 2008, up from 3.4 percent in 2007.

Read more…

 mobile-search

Mobile search on the rise

A recent study of Comscore M:Metrics revealed that mobile search is gaining in both popularity and frequency of use in the US and in Western-Europe.

The UK has the highest penetration of mobile subscribers using search at 9.5 percent. The U.S. reported the strongest growth (68% on an annual basis).

Mobile Search via Mobile Device

Three-month average ending June 2007 and June 2008

United States and Western Europe

Source: comScore M:Metrics MobiLens

Mobile Search Users (000)

% of Mobile

Subscribers

Country

Jun-07

Jun-08

Percent

Change

Jun-07

Jun-08

France

1,483

2,196

48%

3.3%

4.7%

Germany

1,316

1,837

40%

2.8%

3.7%

Italy

2,010

2,810

40%

4.5%

6.0%

Spain

923

1,293

40%

2.9%

3.8%

United Kingdom

3,454

4,497

30%

7.7%

9.5%

Europe*

9,186

12,633

38%

4.3%

5.6%

United States

12,353

20,793

68%

5.8%

9.2%

*Includes top five countries listed.

The study reveals further that as the number of mobile search users increases, the frequency of activity is also growing. The number of people accessing mobile search at least once a week grew 50 percent in Europe.

Accessing Mobile Search via Mobile Device at Least Once a Week

Three-month average ending June 2007 and June 2008

United States and Western Europe

Source: comScore M:Metrics MobiLens

Users (000)

Country

Jun-07

Jun-08

Percent Change

France

423

715

69%

Germany

462

634

37%

Italy

860

1,219

42%

Spain

298

487

63%

United Kingdom

1,105

1,695

53%

Europe*

3,148

4,714

50%

United States

4,990

10,177

104%

*Includes top five countries listed.

Google is the preferred search brand attaining market share between 63% and 90%.

Mobile Internet use: on the rise but mostly men

Let it be clear: Mobile Internet is hot!  With the iPhone and other smartphones gaining popularity, more and more advertisers are realizing the opportunities given by the Mobile Internet.   As major players are jumping the band wagon (such as De Standaard recently), this platform will become more interesting for the end user and visitor rates will go up.  Already, there are many studies on the use of Mobile Internet in the present and the future.

Juniper Research is predicting that the amount of Mobile Internet users will grow from the current 577 million to 1,7 billion by 2013.  The growth will be stimulated by the proliferation of web 2.0 applications, such as social networking, user-generated content, location based services and instant messaging.  The Far East & China will represent the largest market for mobile web use, while South America has the greatest potential for mobile web adoption.  A number of mobile Web 2.0 applications will use flat-data or even free pricing, meaning industry players must seek new revenue streams.

A Dutch research by OMI² says the slow ‘early-adopters phase’ is now over and that Mobile Internet use is now growing rapidly.  They estimate that The Netherlands counts about 1,6 million active users (= surfing at least once a month). As a cause for the rise, OMI² points at the availability of better and faster mobile devices, more flat-free mobile subscriptions, and the upcoming of mobile search engines.  As for the offer in Mobile Internet sites, they see that websites in the categories news (60% has a mobile site), portals (50%) and audiovisual (35%) are well represented.  On the other hand, entertainment, non-profit and governmental are remarkably absent from the mobile platform.  

Lastly, there’s a study by Opera Software, pointing out that the Mobile Internet is dominated by men: nearly 9 out of 10 users are male.   A majority of Opera Mini users are between 18 and 27 years old. 

on the rise but mostly men