Mobile search is a battle over the newest, and possibly biggest, digital consumer interface to come into play since the Web.
Revenues related to mobile search, including ad-sponsored directory assistance (free 411) and mobile Internet ads, are projected to pass $1.4 billion in 2012, by The Kelsey Group.
That growth depends on perfecting the mobile search interface, something that no company has done yet, according to John du Pre Gauntt, senior analyst at eMarketer.
"We're still looking for the category and/or specific interface needed to drive mobile search into the mainstream," Mr. Gauntt said.
There is no lack of companies trying to make it happen, with mobile telecoms, Web portals, yellow pages and directories all making a play.
Mr. Gauntt said that the winning mobile search player(s) would offer users a combination of the right information and the ability to act on it.
This could be as simple as click-to-call options for search results, or as involved as a multi-pronged brand awareness campaign.
The prize is the next big marketing interface. The reason is that about half of adult consumers in the US say they would prefer ad-supported free mobile search, according to a
True Position-commissioned study conducted by IDC.
That's marketing in the hands of about half of US adults, everywhere they go.
The eMarketer Mobile Search report will be published in February 2008. Click here to be notified when it is released.