You will want this Mobile Search white paper!
By Peggy Salz
Mobile Marketing Association Releases Mobile Search White Paper;
Outlines Opportunities, Challenges & Potential Pay-Off For Paid Search
Hot off the presses, I see the Mobile Marketing Association has released a white paper on mobile search, developed by the MMA’s Mobile Search Task Force, chaired by AOL and JumpTap, and in collaboration with other MMA members including Microsoft, Nielsen Mobile, Qualcomm and Yahoo.
The valuable primer walks us through the opportunities and challenges for mobile operators, marketers and portals/publishers. The document takes a balanced view, reminding mobile operators that they are “ideally positioned to provide their customers with search tools” and outlining the options they can chose from to offer mobile search services. However, I miss a discussion of the pivotal importance of brand (for mobile operators) and reasons why mobile operators should employ all mobile search tools/services at their disposal - as long as they brand the most valuable piece of real estate:
The mobile search results page. (I believe this control is a critical component of an effective mobile search strategy, a topic I address in my analysis of what’s really at stake in the Verizon-Google deal in another post later today.)
Read the rest of Peggy’s post HERE - and download the Mobile Search white paper!
August 29th, 2008 at 1:01 pm
Thanks for the tip on the white paper! I hope as many librarians as possible read it. It is imperative for us to reach out to our patrons in every possible way and we need to understand at least the basics of mobile search. Thank you for the edifying reading. Darn good elucidating.