The Mobile Search Outlook...
Can PC successes ring up on mobile?
Commentary by Action Engine CEO, Scott Silk
There is little doubt that search engine technology has been one of the great successes of the Internet revolution. However, to date, the successes that search engine providers have found on the PC have failed to translate to the mobile phone. Why? Because trying to force a PC-based wired Internet search experience inside of a mobile device falls short on a key area for the
consumer – usability.
Wireless device owners do not want to be tied to a network connection and suffer through frustrating and time intensive data entry on a tiny keyboard only to discover that their connection dropped halfway through their search request. People are looking for a faster and easier way to access valuable information on their device.
Will mobile search providers evolve their mobile strategies to offer consumers a more enjoyable, simple, and intuitive experience?
Let's explore at the history of search to find out...
The Local Search Evolution.
Local Internet search has evolved over time. Structured, directory-based search (e.g., Yahoo! directories) has given way to query-based search as user searches have become more specific. By and large, people have abandoned directory mechanisms and type their search queries directly into the search engine.
But local directories can still be valuable search tools. If users don’t have confidence in the quality and relevance of their query results, they are going to want more control over the search process. Directories provide that control. If a user doesn’t know what exactly they are searching for – or how to articulate the search query – clicking through directory menus provides a more efficient alternative. Overcoming the Limitations of the Wireless Form Factor. On the mobile Web, in particular, local directories will play a key role in search. First, the content available on the mobile Web today is significantly more limited than the wired Web. As a result, users face a high likelihood of getting poor quality results from a mobile query. The explicit nature of directories promises better quality results. Second, the man-machine interface for keying data into the mobile phone is severely constrained (vs. a standard computer keyboard). Search directories simplify data entry with menu-driven user interfaces. Putting the Consumer Experience First. In local search, the tendency is to talk about “local” in terms of handset GPS and cell tower information. But that limits “local” to the location of the mobile phone. What about users who are on the road and want information that’s local to their final destination? Constraining the search to a specific geography is a great idea, but users must have the option of selecting which geography they would like to be constrained. Time is one area users don’t want constraints. If users feel like there is a clock ticking and precious mobile minutes are being wasted on a search, they are going to seek faster and cheaper alternatives (e.g. calling 411). Keeping users off the network will keep them coming back for more mobile search services. Let them scroll through menu options, offline, refining the search as much as possible without paying a price in minutes. When the search results are returned, let the users take advantage of them, e.g. save results to a favorites list, add phone number and address to a phone book, etc.
Learn More about Mobile Search at CTIA.
To learn more about how Action Engine addresses the mobile search evolution with our forthcoming debut of our Signature Search Solution, visit Action Engine at our CTIA demo site or view a demo of our new solution for Java phones.
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