Mobile Local Search

1. 22nd – 23rd September 2009
Crowne Plaza Hotel, San Jose, CA
Metaplaces;
Mobile local searching
for perfection
© Evident Strategies

2. 22nd – 23rd September 2009
Crowne Plaza Hotel, San Jose, CA
Your Panel
• Kenn Raaf, Mobile Advertising, Search & Commerce
Business Development, Boost Mobile
• Tom Wailes, Senior Director, local product & design,
Yahoo!
• Greg Sterling, Editor, Internet2Go
• Jorey Ramer, Founder and Vice President of
Corporate Development, JumpTap
• Rob Groot, Principal, Evident Strategies
© Evident Strategies

3. 22nd – 23rd September 2009
Crowne Plaza Hotel, San Jose, CA
Discussion
Why are we here?
ITU; by the end of 2009:
• 1Bn PCs
• 1.5Bn TV sets
• 4Bn mobile phones !!
Jupiter (2008) mobile internet use:
• 800M in 2009
• 15B in 2012
© Evident Strategies

4. 22nd – 23rd September 2009
Crowne Plaza Hotel, San Jose, CA
Discussion
What is the sandbox?
• Mobile Local Search – Consumer Pull (not push)
• Mobile = Mobile Phone (for this discussion)
• Location: X & Y but also block/locality/region/state
Few Questions:
• What is more important? Mobile Phone – Wallet
• Do you take your phone to bed?
• Where do 59% of Americans take their phone to check
email?
© Evident Strategies

5. 22nd – 23rd September 2009
Crowne Plaza Hotel, San Jose, CA
Discussion
Statistical background: Opus April 2009 (Small user base)
© Evident Strategies

6. 22nd – 23rd September 2009
Crowne Plaza Hotel, San Jose, CA
Discussion
CAUTION !!
• Low clutter tolerance; Relevance is
king
• Context needs to be established:
– location,
– Past behavior,
– time,
– Profile.
• Localized , “actionable” content will
maximize return
• Mobile users more likely to respond
– 5 – 10x click-throughs (higher with
location © Evident Strategies

7. 22nd – 23rd September 2009
Crowne Plaza Hotel, San Jose, CA
Discussion
How to get in the search market and stay there:
Will internet search powerhouses lead the way on mobile or
can others carve their niche?
“Yahoo, Google and Microsoft are established, will only leave crumbs
for a handful of niche players. Look at the recent acquisition of acuity
by Navteq, consolidation is already happening”
• Start discussion with Jorey Ramer, Jumptap
© Evident Strategies

8. 22nd – 23rd September 2009
Crowne Plaza Hotel, San Jose, CA
Discussion
What is the value of location?
“In the past weeks I have heard statements that Location knowledge
was “Overrated” and that it was paramount.”
• Start discussion with Greg Sterling
© Evident Strategies

9. 22nd – 23rd September 2009
Crowne Plaza Hotel, San Jose, CA
Discussion
How to create the ecosystem to support profitable local ad
models?
“The eco-system is there, it is just too hard/complex to figure out and
local retailers do not have the time or patience to actually make this
work for them”
•Start discussion with Tom Wailes, Yahoo
© Evident Strategies

10. 22nd – 23rd September 2009
Crowne Plaza Hotel, San Jose, CA
Discussion
As mobile search boxes multiply, who will ultimately access
the search (targeting) data?
“The mobile operator know the user and their profile and they control
the deck and can manage access to different sources, they will hold
the key to success”
•Start discussion with Kenn Raaf, Boost Mobile
© Evident Strategies

11. 22nd – 23rd September 2009
Crowne Plaza Hotel, San Jose, CA
Discussion
How to adapt web content for mobile applications and local
advertising?
“it is too complex to develop for each mobile platform we will just have
to live with the existing content”
•Start discussion with Jorey Ramer, Jumptap
© Evident Strategies

12. 22nd – 23rd September 2009
Crowne Plaza Hotel, San Jose, CA
Wrap up
Questions?
Summary
LBA/LBS White Paper
© Evident Strategies