Target Audience

• Search companies including AOL, Google, Microsoft, and Yahoo!

• Mobile operators considering their own search options vs. partnering with others such as Yahoo!, Microsoft, AOL, and Google

• Location-based services and mobile positioning infrastructure and application providers

• Geographic Information System (GIS) and mapping application and services suppliers

• Brands and enterprises interested in localized advertising via the mobile phone

Key Questions Answered

• 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

More on the Report

The dramatic increase in the use and availability of mobile devices in the last few years has resulted in the ability to access information anytime and anywhere. Mobile local search provides a way to interact with the world in a manner that changes how users do so, significantly. The idea of course is that local search is done directly on the mobile device. As the use of mobile devices continues to grow, using the mobile Internet technology available with most of the mobile search services will increase as well.

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.

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

Real-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

Carrier Network Location Information

Wi-Fi Location Providers

Skyhook Wireless

Navizon

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