Mobile Local Search: Location-based Search Market & Business Opportunities

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 and/or Profiled 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