Kudos to Jonathan Raper for a job well done! The feedback from the first Mobile Search Masterclass, which he expertly organized, is overwhelmingly positive. In fact, there are already discussions underway to create a series of masterclasses, each focused on a particular aspect of mobile search. It’s all in the planning stage at the moment, but it’s easy to envision a wide variety of in-depth seminars covering topics ranging from search advertising to mobile SEO. More on that soon, so please check back regularly.

I’m honored that Jonathan has asked me to speak at upcoming workshops, and proud to present with esteemed colleagues such as David Mountain, Lecturer and Technical Director of Placr Ltd., a mobile location services/search provider I will showcase soon on MSG; Andrew Grill, whose blog has deservedly become synonymous with proximity services and mobile advertising; and Ayse Göker, Lecturer and CEO of Ambiesense Ltd., a super-cool company that takes a distinctly user-centered approach to mobile information systems and search.

Ayse shares my passion and values, and has signed on to write thought leadership columns for MSG. The chemistry is right and I expect great things to happen. She’s also agreed to be on the MSG Advisory Board for a project my colleague Peggy Albright will tell you more about in a summary post later this week.

Speaking of summaries, I’d like to hone in on some of the masterclass highlights beginning with Jonathan’s examination of the location services and search schemes that matter. (Jonathan is also Editor of the Journal of Location Based Services, and CEO of Placr Ltd. His insights and articles are invaluable, and I will collaborate with him to make both accessible to the wider MSG community.)

Fortunately for us all, Jonathan did more than merely discuss the exciting new companies and segments high on his radar; he posted a complete list - which he aptly named the LBS Hall Of Fame.

You can find the list here.

My take: Location services have grown up.

Location services are not just about the next nearest XX [store, buddy, event etc...], they’re about enabling content discovery on the move (Lightpole), sharing travel destinations and plans (Dopplr), and matching context and comedy on the M6 motorway in the U.K. (230 miles of Love). Keep in mind that this list is a work in-progress, so feel free to bring companies not included here to Jonathan’s attention - and mine. (I recently did a briefing with Doug Klein, LightPole CEO, for my monthly column. Look for a deeper analysis on MSG soon.)

Another point Jonathan made, and drove home with the results of a location search road test, is the fact that GYM (Google, Yahoo, Microsoft) deliver a disappointing user experience. In his view, Microsoft was still the winner. It pinpointed Jonathan’s correct location, delivered succinct business listing information, and didn’t suggest a ridiculous route to get there.

Google Maps Mobile may impress, but it somehow assumes that people only travel by car. Rather then suggest the simplest route for pedestrians, it directed Jonathan to take the long way, including one way streets (impassable for cars) and motorways.

Yahoo did a great job on the route, but eventually crashed and re-set Jonathan’s location to Big Ben, miles from his real location.

The message: The market is wide open, and GYM all have a long way to go. But who said mobile search will be dominated by the usual suspects? It may be that location brokers (such as Skyhook Wireless, a company MSG covered here that effectively and efficiently places users within the global WiFi cloud) do one better and location-enable a new breed of mobile search services we can’t yet imagine.

Or the winner’s circle may include pedestrian navigation and search services such as Nokia Maps, and NAVITIME, a popular service offered by Navitime Japan Co., Ltd. The successful subscription service, which counts 2.5 million users, recently sharpened its focus on the U.S. market, where it now distributes this portable navigation application users can install on their GPS-enabled phones. (NAVITIME provides turn-by-turn voice guidance for pedestrians, helping them find their way across big cities using public transportation and walking. The application is now available for downloading on the NAVITIME website, and all functions will be provided free of charge as a trial until September 30.)

But let’s not forget the importance of users’ privacy and the responsibility of location search and services providers to protect it. He mused that companies may emerge that make their money on providing location cloaking, and ways for users to control information about their presence, whereabouts, and future destinations. It’s hardly far-fetched. Verizon Wireless gets it, and Jonathan gave high marks to the operator for offering a kind of wizard that puts users in charge. They determine the exact hours and the precise conditions under which their location information is visible and accessible.

Could providing privacy control value-add play in favor of mobile operators now in danger of being cut out of the location-based services business ecosystem? Absolutely!

This entry was posted on Monday, July 28th, 2008 at 7:12 am and is filed under Content Discovery, Local Search, Location-based services, Mobile Advertising, Mobile Search, Mobile Social Networking. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.