The Top 6 Most Exciting Trends in Mobile Search
by Elliott Easterling, VP of Marketing and Sales
Recently, I spoke at the Digital Hollywood conference regarding mobile search, an exciting emerging media channel. With mobile search, consumers can get personalized information anytime, anywhere. In no particular order, here are my top 6 trends in mobile search:
1) GPS/Location-Based Results
This type of search technology will allow you to search for a specific listing type (e.g. Pizza Restaurant) and then will return results based on your location. The many uses of information retrieval based on location will be a great service to people on the go. This technology could also add a whole new dimension to social relationships; for example, Google recently bought a company called Dodgeball.com that allows users to find friends or even dates based on their GPS locations.
2) Cell Cameras Acting as Barcode Scanners
In Japan, services like Mytago.com allow users to photograph special Mytago barcodes applied to products in-store using mobile phone cameras. Users can then retrieve information and promotions on that product at a later time at the Mytago website. Imagine the power of being able to easily scan any product in a store. You’ll no longer have to ask salespeople for product information, and you can get coupons and sales sent directly to you.
3) Search Integration with Mapping Applications
Search results mixed with mapping applications can really benefit people on the go. You’ll be able to find a restaurant or store and get directions based on your current location - all by using your phone.
4) Search and Real-Time Store Pricing
This involves taking search shopping engines such at Froogle or Shopping.com and then bringing them into a brick-and-mortar retail environment. Imagine walking into a store, finding a product you like and then querying a mobile application to get the lowest price online. This will empower consumers to negotiate down store prices – retailers beware, there may be dangerous waters ahead!
5) Voice Activated Search
Lets face it, when you are on the road, fidgeting with small cell phone buttons is unpleasant. In the future voice navigation will power many web browsers and search queries. What many people do not realize is that these services already exist. 1-800-FREE-411, for instance, offers free voice activated directory assistance. This service is the beginning of voice activated information retrieval.
6) SMS-Based Search
With SMS based search, you send a specific text message code to a search engine and are given back a result. These messages are sent to short code addresses such as “googl” for Google and “4info” for services like 4info.net. SMS search vendors provide an array of SMS information retrieval services. The table below shows the more powerful service features for 4info.
TYPE OF SEARCH: SAMPLE TEXT QUERY
———————————————–
Sports Scores: packers, nfl
Stock Quotes: ibm
WiFi Hotspots: wifi 94025
Weather: w 10001
Yellow Pages: sushi seattle
News: n nyc
Flight Status: swa 197
Movie Show Times: m 94025
Price Lookup: price xbox 360
What happens after you enter your query? How does the service work? As an example, if you send an SMS to 44636 (the numerical equivalent of 4info) with the message “ibm,” you will get a reply like:
International Business Machines Corporation
(IBM)
Last:97.20 +1.54(1.61%)
Hi:97.23
Lo:96.27
V:4,571,600
//Delayed Quote Data
Try sending one yourself and you will see the power of SMS based search. You should note that some cell providers have been blocking these types of services, so make sure that your provider allows them.
So those are my top 6 most exciting trends. I look forward to revisiting these in the future to see how these technologies fare.
