行動搜尋市場分析 - 2008年至2013年：資訊及廣告收益成長

Search has transported from the internet to the mobile and has been identified as an area of enormous growth. Mobile subscribers are currently tentative. But with growing confidence they are exploring the internet over their mobile devices. Mobile search will be a key market in the mobile Web.

Mobile search will be move away from the generic style of searches seen on the fixed internet to more personal services, in which local search will be the killer app. Through these local searches Location based services and location based advertising will be able to gain vital revenues as mobile subscribers using mobile search will be able to reveal what area they are in, and exactly what they are searching for.

Mobile search and the mobile Web have had a tentative start. However, as mobile data speeds and charges improve, this will drive mobile subscribers onto the mobile Web and mobile search. Internet content on the mobile Web is improving and this will increase the QoS on mobile search, which will in turn drive the usage of mobile search. Local and social searches will be a trait in mobile search and this will differentiate the service from the fixed internet and give mobile search a competitive edge.

Mobile operators have created their own search engines and have also accepted deals from the internet giants to display their searches. Mobile only search engines have come into the market with various methods of search. Mobile vendors have also become involved in mobile search. Mobile advertising will be intrinsically linked with mobile search for the foreseeable future and this report will analyse the impact that the mobile search industry will have on the market. It will also assess how mobile search will alter in the coming years and what users expect from their mobile search.

• Who are the main players in mobile search and what are they doing?
• What are the methods of mobile search being used in today' s market and what forms will be best used for the future?
• How successful will mobile search be?
• What are the drivers and barriers to mobile search?
• What will mobile search provide in the future landscape?
• How will mobile advertising and mobile search work together?

Find out the answers to these and many other questions by buying this vital industry insight.

Mobile search and the mobile Web will be the next generation of mobile use for mobile subscribers. With this, advertisers have the potential to target consumers with a higher specification, and push advertisements right into the consumer' s pocket. Mobile search will generate high revenues for providers who can provide a service that gives high relevancy of results and an excellent user experience. Are you involved in mobile search? Should you be? This report will help you to decide the right direction to take in the mobile search market.

• Brands/Marketers- Discover what opportunities exist in the mobile search market and what strategies need to be taken in this space. Learn about market issues specifically related to mobile search and how these issues can be best used in furthering the interest and success in the mobile search market.
• Mobile operators- Gain an insight into how mobile subscribers search, on or off portal. Discover what can be done to improve the operator' s mobile search in order to compete more effectively with the internet search engines which are crossing over to the mobile platform.
• Search engine providers- Discover what format mobile subscribers want from their mobile search, what are the best ways to maximise the potential of mobile search, and gain an insight into what mobile subscribers want from their mobile search.

• Directors, VP and Senior managers in:
  • Mobile/Cellular carriers and operators
  • Mobile advertisers
  • Mobile search providers
  • Brands looking to tap into the mobile audience

Table of Contents

• 1. Introduction
• 1.1. Executive summary
• 1.2. The mobile Web
• 1.3. Mobile search
• 1.4. The focus of this report

• 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

• 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
  • 3.1.2Synonymous 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

• 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

• 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

• 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

• 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

• 8. Conclusions and recommendations
• 8.1. Mobile operators
• 8.2. Search engines

• 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