BOULDER, Colo.-The Mobile Marketing Association is hoping to lay the foundation for mobile search revenues with a new document outlining potential business models, industry challenges and consumer needs.
Calling mobile search “the next significant value creation opportunity for mobile operators around the world,” the organization said consumers search for different types of information and content on handsets than they look for on PCs. And while some PC-search business models may be applicable, mobile search may give rise to new paradigms.
“In order for mobile search to flourish,” according to the MMA, “not only must consumers quickly try, adopt and use the service, but companies in the wireless and marketing industry must generate profit from these searches.”
While U.S. consumers are just beginning to use such services, there is no shortage of players in the mobile search arena. Competitors include Internet giants Google Inc. and Yahoo Inc. as well as InfoSpace Inc. and pure-play providers 4INFO and JumpTap Inc.
The document was produced by representatives from companies including AOL Mobile, Sprint Nextel Corp. and Verizon Wireless.
