Tapping into Mobile Search

CeBIT WebForward14 May 2009

Gregan McMahonHead of Mobile, Sensis

Pty Ltd

In the next 20 minutes…

The Australian Mobile search landscape

A user-centric view of mobile search

Sensis Mobile portfolio

Golden rules of user experience

New user interface models

Mobile search – one size doesn’t fit all

How you can harness mobile search

Mobile search is more than web search on mobile

Usage approaching the tipping point

Previous inhibitors falling away

Smartphone revolution

“Open web” – but optimisation still critical

Mobile search landscape

Mobile search: what it means for users Don’t just think Search

Engine – mobile search is much more

Multiple types of mobile search:

Local search Map-based search General Search Product Search

Supercharged by: One-click Control Relevance Confidence

Sensis Mobile Portfolio

Mobile builds bridges…

Integration

Television

Outdoor

Direct Mail

Online

Mobile

Voice

Print

Point of sale

Always on

I choose

Relevant

Gives me confidence

Always on

Consumer Advertiser

Always on

Increase ROI

Direct response

Improved ROI

Be relevant

Be relevant

Build brand loyalty

Direct Response

Help improve ROI

Sensis Mobile Search highlights

Used >1.8m times per month on average

Represents 8% of total Sensis digital usage

Average 3.5m mobile searches per month

60% growth in usage from Sept-Dec 08 3.7 times the industry growth

rate as reported by AIMIA

Visits more than tripled in 2008 (222% growth)

Golden Rules of Mobile User Experience

Superior User ExperienceOne Click Control Relevance

ConfidenceOne ClickSimple, easy to use, fast, easy to access

ControlPersonalised to my needs, knows my location, helps me connect & communicate, now, always on

RelevanceIntuitive & accurate search results plus prompts and suggestions complimentary to my needs and interests

ConfidenceComprehensive, depth & breadth of content from trusted sources to increase my success rate

New User Interface models

20122006

HUIHypertext User Interface

Very basic layouts, basic text with blue links and white backgrounds

WML

NUINatural User Interface

Very sophisticated layouts:layers of information, integrated multimedia, voice navigation and animationWICD

2.5G 3G 3.5G 4G

GUIGraphic User Interface

More sophisticated layouts with stylised fonts and icons and buttons

XHTML MP

Sophisticated layouts, with rich AJAX interactivity and richer graphics presentation

SUIStylesheet User Interface

XHTML +AJAXPresent

(transition)

One Size Doesn’t Fit All

Yellow Pages® Mobile

Locate me on a mapFind a place or business near me

Give me directions or satellite navigation to that place

It’s not just web search on the mobile Local Search Map-based search Event search Product Search General search

Local Search“Connect me with a business”

Yellow Pages® Mobile

Find a business by name or by type

Find business near me or elsewhere

Give me directions

Connect me instantly

Map-based Search“Find a place or business near me now”

Whereis® Mobile

Locate me on a map

Find a place or business near me

Get directions or satellite navigation to that place

Event search“Show me what’s happening”

Citysearch® Mobile

Show me what’s happening near

me

Show by nearest, next or

favourite venue

Help me plan my night

Let me share with friends

Product Search“How do I find a specific product?”

Trading Post® Mobile

Show me products for sale

Let me contact seller direct

Allow me to bid at auction

Alert me when I might miss out

General Search “Find me content on the mobile internet”

Sensis® Mobile Search

Find content, mobile sites, downloads & news all in the same place

Click to content purchase directly

See content results from multiple categories

in easy to digest format

Five ways to harness mobile search

Remember – One size doesn’t fit

all

Find aggregation points

Optimise user experience for

mobile

Don’t forget the basics

Be prepared to learn