Paul Gelb Razorfish Mobile Search Beyond The Portal -

1 © 2010 Razorfish. All Rights Reserved.

mobile search:beyond the portal

MARCH 2011

3

WILL MOBILE SEARCH HAVE AN IMPACT?

“On the desktop search is where it’s at; that’s where the money is. But on a mobile device search hasn’t happened. Search is not where it’s at, people are not searching on a mobile device like they do on the desktop.”

- Prominent Technology Company CEO

COULD MOBILE SEARCH SURPASS DESKTOP?

5

LET’S SEARCH

6

WHAT SHOULD WE SEARCH FOR?

7

TOP RESULTS: MOBILE SEARCH IS PROMINENT

Even before I opened the browser I noticed several search portal apps

8

CHANGE KEYWORDS: SEARCH DOMINATES MOBILE

Media

Restaurants

Travel Search

Locating Search

Shopping Search

When I looked again at my most used apps; search functionality was the constant

MORE RESULTS: PROVE IT IS UBIQUITOUS

Biggest surprise was that I had not one but two bathroom search applications

9

11

A SEARCH BAR PLUGIN FOR THE WORLD?

WE ARE AT AN INFLECTION

POINT

CONSUMERS VALUES ONE THING THE MOST…

time

Mobile has made everything more spontaneous

IT IS

HARD, AND HARD IS

GOOD

20 © 2011 Razorfish. All Rights Reserved.

Emerging human behaviors matter

IN THE WWW OF PEOPLE,

A RETURN TO A FAMILIAR PROCESS

22

A B

OLDFocus on platforms that circumvent talent and scale operational efficiency

NEWFocus on supporting culture and

talent cable of capitalizing on new undefined benefits of a

searchable world

SCALEENGAGEMENTTARGETINGMEASUREMENTVIRAL SHARING TRANSACTION

25 © 2010 Razorfish. All Rights Reserved.