Chapter 1

1. Introduction

1.1. Executive summary

1.2. The mobile Web

1.3. Mobile search

1.4. The focus of this report



Chapter 2

2. Mobile search

Table 1. Key differences between fixed line and mobile search

Chart 1. Types of search marketing

2.1. What kind of search?

2.1.1. Mobile optimised search engines

2.1.2. Mobile question and answer service

2.1.3. Mobile directory services

2.1.4. Mobile discovery services

2.1.5. Mobile navigation services

Table 2. UK Mobile data charges

2.1.6. Mobile video, image and audio search

2.1.7. Mobile social networking search

2.1.8. Mobile local search

Chart 2. Google mobile search category share

2.2. What are people searching for?

2.3. Fixed internet search into mobile

Table 3. Top UK web rankings December 2007 (fixed internet)

Table 4. Top US online brands as of February 2008 (fixed internet)

Chart 3. UK users and mobile search



Chapter 3

3. Mobile search businesses

Chart 4. US search engine market share January 2008

Chart 5. Japan search engine market share January 2008

3.1. Google

3.1.1. Google loyalty

3.1.2 Synonymous with search

3.1.3. Google on the mobile

3.1.4. Android

Table 5. Open handset alliance members

3.1.5. Advertising on Google

3.1.6. Spoiled for choice

3.1.7. YouTube

Chart 6. Number of clicks per query in search

3.1.8. Google maps

3.2. Yahoo!

3.2.1. Destined to play second fiddle?

3.2.2. Layout

3.2.3. Mobile compatibility

3.2.4. Current mobile vendor deals

3.2.5. Portal

3.2.6. China scandal

3.2.7. Flickr

3.2.8. The Dot Com bubble

3.2.9. Advertising on Yahoo!

3.3. Live Search

3.3.1. The role of Microsoft in mobile search

3.3.2. Rival to Android?

Chart 7. Operating systems market share Q2 2007

3.3.3. Usability

3.3.4. Multimap

3.3.5. Advertising on Live Search

3.3.6. E mail trump card

Chart 8. Internet search engine market share for four weeks ending January 26th 2008

3.4. Censorship

3.5. Familiarity vs new tailoring

3.5.1. Accountability

3.6. Mobile specific search engines

3.6.1. SMS based search services

3.6.1.1. Any question answered

3.6.1.2. 4INFO

3.6.1.3. Askmenow

3.6.1.4. Texperts

3.6.1.5. Man power pros and cons

3.6.1.5.1. Positives

3.6.1.5.1. Negatives

3.6.2. Mobile directory services

3.6.2.1. Mobile YELL

3.6.2.2. From hard copy to mobile

3.2.6.3. A local search provider

3.2.6.4. Mobile friendly

3.6.3. Mobile content search

3.6.4. Mobile operator searches

3.6.5. Nokia search

3.6.5.1. Search the mobile

3.6.5.2. Search the mobile Web

3.7. Business funding

3.8. Longevity

3.9. Consolidation

3.10. Who uses mobile search?

3.11. Why search?

3.12. Entertainment or business?

3.13. Local search

Chart 9. Top 10 local search categories January-April 2007 UK

3.14. Information mobility

3.15. Handsets

3.15.1. The iPhone

3.15.2. BlackBerry

3.15.3. Nokia N95 and N800

Table 6. Mobile search strengths, weaknesses, opportunities and threats



Chapter 4

4. Standards and technologies in mobile search

4.1. Markup language

4.2. Web 2.0

4.3. 3G

4.4. EDGE

4.5. Mobi top Level Domain

4.6. Mobile search solutions

4.6.1. V-Enable

4.6.2. Fast search and transfer

4.6.3. Openwave systems

4.6.4. mobilePeople

4.6.5. Mobile Commerce

4.6.6. m-spatial

4.6.7. mSpace mobile

4.7. Mobile search deals with operators

4.8. Mobile search in developing countries



Chapter 5

5.1. Mobile advertising

Table 7. Advantages of mobile marketing over fixed traditional marketing

5.1. Advertising as the principal funding of mobile search

5.2. Why advertise on mobile search?

5.2.1. The potential audience

5.2.2. The success of internet search

5.2.3. Locality and mobility

5.3. Who is advertising?

5.4. What are the methods of advertising on mobile search?

5.4.1. Banner advertising

5.4.2. PPC

4.4.3. SEO

5.5. Advertising on mobile search; advantages and disadvantages

5.5.1. Advantages

5.5.2. Disadvantages

5.6. Accountability of search engines in mobile search advertising

5.7. The role of operators in mobile search advertising

5.8. Mobile advertisers



Chapter 6

6. Tomorrows search

6.1. What will tomorrow’s users want from a mobile search?

6.2. Social networking

Chart 10. US Teen online social network users 2006-2011

6.2.1. Why mobile social?

6.2.2. Portability

6.2.3. Local integration

6.2.4. Ability to become really social

6.2.5. Social recommendation

6.2.6. Barriers

6.2.7. Speed

6.2.8. Technology

6.2.9. Interaction

6.2.10. Facebook and MySpace

6.2.11. Loopt

6.3. Local search will be the killer app

Chart 11. Top 10 mobile local search categories, Europe, Christmas 2006

6.3.1. Push to call

6.3.2. Mobile mapping services

6.4. Image services

6.5. Video searches

6.6. Mobile content searches

6.7. Discovery over search

6.8. Security issues in tomorrows search

6.8.1. Cyber crime in mobile search

6.8.2. Younger users

6.8.3. Guidelines



Chapter 7

7. The mobile search landscape in 2013

7.1. The role of the operator

7.1.2. The operator search portals

7.1.3. WAP

7.2. The role of the mobile search engines

7.3. Google

7.4. Yahoo!

7.5. Microsoft

7.6. Forecast

Chart 12. Mobile searchers forecast 2007-2012



Chapter 8

8. Conclusions and recommendations

8.1. Mobile operators

8.2. Search engines



Companies mentioned in this report.

3

411

4INFO

ARM

Accuracast

Admob

Alcatel

Alltel Wireless

Amazon

Android

Any question answered

AOL

Aplix Corporation Inc

Apple

aquamobile

Ascender Corp

Askmenow

Ask Network

AT&T

Audience

BBC

Baidu

Bango

Beacon

Bebo

BenQ-Siemens

Benifon

BigGlobe

BlackBerry

Broadcom Corporation

China Mobile

Clic2c

Coca-cola

ComScore

Cricket

DoubleClick

Emblaze

Esmertee

eBay

eMarketer

Facebook

Fast search and Transfer

Flickr

Fox Interactive Media

Gomo News

Google

GSA

GSM

GSM Association

Hitchinson

Hitwise

Home Office

HTC Corporation

ICANN

Intel Corporation

Jumptap

KIDDI Corporation

LG Electronics

Linux

Living Image Ltd

LiveWier Mobile

Lobster

Loopt

m-Spatial

Marvell Corporation

Metro PCS

Microsoft

Mig33

Mio

.mobi

Mobile Commerce

Mobile Europe

mobilePeople

Mobile World Congress

Mocospace

Mogmo

Mooobl

Motorola

mSpace Mobile

mySpace

Multimap

Net Ratings

News Corp

Nielsen

Nokia

Noser Engineering

NTT DoCoMo Inc

Numance Communications Inc

O2

Odeon

Open handset alliance

Openwave Systems

Opera Mobile

Orange

Orascom Telecom

Ovum

PacketVideo

Palm

Qik

Qualcomm

Qualcom Inc

Reporters Without Borders

Samsung

ShoZu

SiRF Technology holdings Inc

SkyPop

Sony Ericsson

Spacemark

Sprint Nextel

Symbian

Synaptics Inc

Syniverse

T-Mobile

TAT-The Astonishing Tribe AB

Telecom Italia

Telefonica

Texas Instruments

Texperts

Time Warner Network

Toshiba

UN

US Cellular

V-Enable

Verizon

Virgin

VISA

Vodafone

W3C

Wikipedia

Wind River

Windows Mobile

Webcreate

Yahoo!

Yandex

Yellow Pages

YouTube

ZoneTag

ZYB