MSearchGroove

In-Brief: In response to the comment Medio Systems’ co-founder Michael “Luni” Libes recently posted on MSG I tested Verizon’s Get It Now service. My analysis reveals what Verizon delivers - and doesn’t.Mobile search is about allowing users to find what they already know they want. It’s important to get search right, but even power-search does little to encourage impulse buying behavior. That’s where recommendations come in. Unlike search results, recommendations suggest similar content to users based on their search queries. It is also possible to base recommendations on other factors such as browsing patterns, purchasing habits or intelligent segmentation - but the mobile industry, for the most part, isn’t there yet.

What the industry can do is match content recommendations with keywords. At least, that’s what I assumed when I began my study of mobile search/recommendation on the T-Mobile USA and Verizon portals. However, I am forced to conclude that the industry has a long way to go before it properly implements content recommendations. To be fair, the industry has to get search right first, (which it is currently struggling to do), but I believe the industry should tackle these issues in parallel as the technologies are intertwined and mutually beneficial.

In response to my earlier post Luni correctly pointed out that the searches were performed from within Verizon’s Vcast Music application. He stated that “for a better experience on a Verizon phone, subscribers (today) must download the “Get It Now Search” application, which will search not only the VCast Music catalog, but also the ringtones, ringback tones, wallpaper, games, and applications catalogs, all from a single search box.”

Curious to see if there would be a vast difference in the quality of the results I downloaded the Get It Now app to my handset and conducted mobile searches for a variety of content, the results of which I have documented in this post.

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• Mobile Research, Recommendation, Mobile Search, Mobile Music, Content Discovery

The Carnival of Mobilists (CoM) is on at Skydeck this week with a great line-up of posts from authors and pundits (many of whom are MSG authors and enthusiasts, I’m pleased to say).

Andrew Grill, whom I highly regard for his ability to zero in on the key components of successful location-based services, literally provides us with a blueprint for a new way to deliver mobile advertising to consumers based on aggregated information. As he points out: User data, segmented by characteristics such as calling patterns (where we call and how often we call), direct (permission based) user profiling, and cellular location are three inputs that will help drive user acceptance of mobile advertising.

Another post that stands out comes from Ajit Jaokar, who reviews Cincinnati Bell’s strategy under the leadership of Jack Cassidy. His post also happens to be a perfect complement to this Q&A, which takes a closer look at the carrier’s on-device portal (ODP) launch and commitment to being the on-ramp to the open mobile Web. And speaking of the open mobile Web, this post from John Puterbaugh expertly explains the role of widgets in the larger scheme of things.

But the post I’d like to highlight comes from Dennis at WAP Review. He walks us through the issues around transcoding (reformatting PC sites for display on mobile devices) and updates us on the tie-up between Openwave and Sprint to overcome the downside of transcoding (namely, poor usability, broken links and a disruption in downloads). There’s good news to report and Dennis commends OpenWave, Sprint and InfoGin for “recognizing the value of off portal mobile publishers and content vendors” by adopting Rules for Responsible Reformatting: A Developer Manifesto, a document called that offers suggestions on how content reforming could/should/must work.

Dennis also summarizes a webcast hosted by Sprint and Openwave to discuss Openwave’s OpenWeb roadmap and larger questions around transcoding. In July, Sprint, in partnership with Motricity, will launch Mobile Internet 2.0, a new mobile portal enabling users to “customize their portal view to include only the content they want and will also suggest content to users based on links they have clicked in the past.” Once again - more (choice) is better, but open is best.

• Posted in
• Web 2.0, Location-based services, Usability, Personalization, Mobile Advertising, On-Device Portals, Content Discovery

In-Brief: Cincinnati Bell Wireless (CBW) recently became the first U.S. carrier to launch an on-device portal (ODP) from SurfKitchen, a provider whose software has been deployed by mobile operators including Orange Group, Telefonica Moviles España, Telstra, Maxis, Etisalat and ALJAWAL (Saudi Telecom). Eric Schimpf, General Manager of Consumer Wireless for Cincinnati Bell, talks about the decision, the pivotal importance of an ODP platform and the carrier’s future roadmap. Another worthwhile post on CBW strategy comes from Ajit Jaokar via Open Gardens, who examines the merits of a bottom-up/super-local approach to telecoms services.

In case you missed the news in the CTIA shuffle, Cincinnati Bell Wireless (CBW) - a regional carrier that counts some 600,000 mobile subscribers in the Greater Cincinnati and Dayton, Ohio areas — has tied up with SurfKitchen to become the ODP provider’s first North American customer.

I saw the news but held out for a briefing/Q&A with Eric Schimpf to connect the dots and confirm what I see is a trend to ODPs gathering serious momentum in the U.S. The wait was worth it - and my thanks to Eric and his team (as well as Barbara Bajkowski from Blanc & Otus Public Relations and Kate Nichols, SurfKitchen Marketing Communications Director) for making this happen.

By way of background: CBW’s new mobile data services portal, MyPhone, now uses SurfKitchen’s client on the handset to bubble up and promote key data services such as content downloads short code programs and email which CBW offers as part of its ZoomTown DSL email platform. The ODP delivers a fully branded user experience incorporating digital content, information services and native handset features on a single, intuitive and visually engaging interface. Eric tells me CBW is initially launching the service as a pre-installed application (as a main menu icon for easy discoverability) on four handset models. Plans are to have the client available on approximately 80 percent of the handsets by 4Q 2008. For the existing base, the client will also be available as an OTA download via a link on the WAP portal. This, he says, will help drive early adoption of the MyPhone experience
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• Personalization, Usability, On-Device Portals, Mobile Search, Mobile Advertising, Content Discovery

In-Brief: A detailed look at Mobicious, a nimble newcomer that has quietly signed a slew of deals with content retailers and fine-tuned its own proprietary crawling technology to create a place where users can find everything for their mobile phone. David Chang, Mobicious co-founder and VP of Marketing, talks about the company’s focus on discovery, plans for expansion outside the U.S. and hints at the pivotal role of social media. Shortly after the audio interview Mobicious took the wraps off of SnapMyLife, a mobile photo sharing and social media site. In March 2008, over 500,000 unique visitors from over 180 countries visited the site, which served over 4 million page views. Since then Mobicious reports over 1,000 people are joining the made-for-mobile community site (which has also appeared in the top ten social networking apps for the Apple iPhone). Could mobile advertising be far off? Read on!

When it comes to mobile content, offering more is good. But offering it all is best. This is the thinking at Mobicious, a Boston-based start-up that has made it its mission to become a kind of mobile content/services/apps emporium. The company, which built a “discovery engine”, has partnerships with around 10 major retailers including Jamster and Thumbplay - alliances that have laid the groundwork for an impressive and comprehensive catalog of 400,000+ premium and free content items.

More importantly, Mobicious has developed the IP to spider mobile content sites (as well as user-generated content destinations) and pull in a steady feed of fresh content from the legendary Long Tail…This has allowed the company to launch 100+ content “channels” where users can browse content according to topic and explore related content. (Mobicious aims to improve its Amazon-like approach to content recommendation - but that’s coming a little later in the roadmap.)

One part iTunes, one part Google (as the company has been described) Mobicious is more than a single destination for users to discover all things digital for their mobile phone. The company also reports high conversion rates for its content partners - generally over 20 percent conversion - and has plans in the pipeline to bring the same positive benefits to mobile carriers who tie-up with the company to boost their off-portal traffic and mobile commerce.

As David put it: Mobicious is in discussions with U.S. carriers about “augmenting their current on-deck content with all of the off-deck content.” How would it work in practice? “If you’re a subscriber, you’ll see not only your own service provider’s content; you’ll see all the off-deck content ‘merged’ into one place.” The result is a “one-stop discovery engine for everything that’s out there.” Unlike a Google or other portal/search provider that would no doubt prefer to take center stage as a content super-store in their own right, Mobicious would “forward the consumer off to complete the purchase at the specific site - whether it’s the carrier’s site itself or a third-party provider….We let the consumer complete [the purchase] using the existing distribution mechanism.

Listen to the podcast here. [14.00]

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• Recommendation, Mobile Social Networking, Web 2.0, Personalization, Mobile Search, Content Discovery, Mobile Advertising, Mobile Content, Podcasts

In-Brief: A follow-up interview with Herbert Vanhove, Vice President & General Manager, Qualcomm Internet Services, Europe, which connects the dots in the company’s roadmap and puts the purchase of Xiam Technologies into perspective. Capturing a rich user profile could offer the foundation for scores of services we haven’t thought of yet…Herbert and I offer our pick. What services are on your radar?

When I reported in March that Qualcomm had snapped up Xiam Technologies — an Irish provider of targeted advertising, content discovery, and recommendations solutions for clients including Vodafone, Orange UK and O2 - I knew there was more to it. In my mind, the move clearly cemented the foundation of a new kind of Qualcomm, a company firmly focused on services and personalization - and not limited to the BREW value prop.

Without a doubt, Qualcomm has the corporate DNA for a full-force push into the delivery of targeted (dynamically personalized) content, apps and advertising. Consider the assets it accumulated when it acquired Trigenix back in late 2004. That IP became the basis for uiOne and has since evolved into a product portfolio combining a store-front, a home-screen replacement, and a skinning application that has been deeply integrated within Qualcomm’s BREW platform. Add Xiam, and Qualcomm has the bases covered to make its mark in mobile personalization, recommendation and targeting solutions. Xiam’s MPOS (My Personal Offers System) is software that enables operators to deliver targeted advertising/content to users.

But does Qualcomm see it that way?

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• Recommendation, Personalization, Mobile Content, Mobile Advertising, Content Discovery

In-Brief: An in-depth look at GET, a mobile search service (in beta in the U.S.) that allows users to find and purchase ringtones, games, videos and wallpapers from their mobile phone. Are Traasdahl, CEO and founder of leading mobile content destination Thumbplay, connects the dots in Thumbplay’s big-picture strategy to build added value around mobile search and - ultimately - advertising.

Special thanks (and kudos) to David Berkowitz, marketing strategist/blogger and Director of Emerging Media & Client Strategy at 360i, a full-service digital agency. He caught the news that Thumbplay had entered the mobile search space and then expertly integrated it into his regular column (via MediaPost).

His segmentation of mobile search is on the mark and points the way to an interesting trend: the emergence of hybrid mobile search models. Fortunately, he also passed my details to Chaim Haas, who manages PR for Thumbplay, along with the information that mobile search is both my expertise and passion.

The result is an exclusive briefing with Are Trassdahl and a preview of cool things yet to come.

But first some basics that may have got lost in the CTIA shuffle and flood of other press/product releases. GET is Thumbplay’s SMS mobile search service - based entirely on the company’s own IP - that literally lets users “get” mobile content by texting the word “Get” plus any artist or song name to 48000. The user receives a WAP link that they can click to land at a large menu of relevant content in Thumbplay’s catalog, which currently includes more than 80,000 pieces of licensed audio, video and gaming content from many major music labels, artists and game publishers, as well as media and entertainment companies. There the user can browse the results and then purchase and download. As Are put it in a statement: “GET streamlines the way consumers can search for, browse and download mobile entertainment content from their cell phones.”

The concept is hardly revolutionary; there are other SMS mobile search services on the market. (In fact, I picked up on a huge interest in SMS search schemes among Asian operators who attended MSEGIII (Mobile Search Expert Group) last month. But this time it’s a brand that has harnessed keyword mobile search to boost sales and stake out a booming vertical: downloadable mobile content. Hmmmm. I remember that was Google’s goal last year (before it got side-tracked/focussed on Android, spectrum etc…). Will Thumbplay eat Google’s lunch?

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• Posted in
• Mobile Search, Mobile Music, Mobile Content, Mobile Advertising, Content Discovery

Back again and staying put after a string of business trips and meet-ups that culminated in a briefing marathon at CTIA. Special thanks to Andrea Henninge, my indispensable 24/7 PA, who braved time zones and an onslaught of last-minute requests to arrange a balanced and humane calendar of appointments for us all. My apologies to the handful of companies I couldn’t connect with personally, but rest assured there will be an opportunity to catch up in a briefing/podcast/Q&A soon. An open invitation to companies/entrepreneurs at the intersection of content and context: Don’t hesitate to reach out to me directly. I’m always open to new companies, new ideas and new innovations…

Speaking of innovation, I have been chosen by the Mobile Entertainment Forum (MEF) — a fast-growing organization that has established itself as the leading global trade association for companies up and down the mobile entertainment value chain - to judge this year’s Meffys (Mobile Entertainment Awards). My sincere thanks to Kim Arazi and everyone else at the MEF for tweaking the schedule, allowing me to attend CTIA and participate in today’s judging - albeit virtually.

Similar to last year I have been asked to judge the Search & Discovery and Marketing Campaign categories. It’s great to see so many new names and new concepts - especially in the mobile search and content discovery category. For me it’s sure-fire proof that mobile search has long crossed the chasm. Understandably, I must dedicate my time today to reviewing and grading the entries according to criteria including innovation (technical, creative or commercial), quantifiable business benefits and proven success in the market. I’ll be back tomorrow with my usual mix of posts and exclusive interviews. And, while I can’t discuss the Meffy entries in any depth here, you can bet I will pick out some gems to showcase on MSG.

Today I was also chosen to provide input and analysis of mobile Web 3.0 for a candidate company under consideration for a Microsoft Innovator Award.  Proof again that MSG’s reputation for quality and strategic market intelligence are gaining signifcant traction.

• Posted in
• Mobile Research, Mobile Advertising, Content Discovery

In-Brief: Some highlights from discussions and demos during CTIA with Kimia, Medio Systems, Slifter & Yahoo.
Today I wrap up an exciting week of briefings, meetings and mind-melds with a broad range of companies that have earned a prime slot on MSG. No doubt the news today was Yahoo’s 2.0 approach to mobile search. Rather than report the news we all know, look for MSG to have the inside track from Lee Ott, who heads up mobile search. We’re working out whether to do a Q&A or a podcast - but either way you can look forward to worthwhile and in-depth analysis here soon.

Another great find is Slifter, a vertical mobile search engine focused on connecting bargain hunters in buy-mode with good deals. Expect a podcast soon and an exclusive on the company’s roadmap direct from Alex Muller, Slifter CEO. Speaking of podcasts, I recorded two with John du Pre Gauntt, Senior Wireless Analyst, eMarketer, deep-diving into his recent mobile advertising report findings and discussing the recent shifts in the mobile search landscape.

Other highlights included an in-depth briefing with Jai Jaisimha, AOL VP, Mobile Products & Technology Development. Despite the late hour (10:00 pm) he took the time to connect the dots in AOL’s comprehensive strategy to cultivate a new-order mobile ecosystem and improve mobile search. A real surprise is the tie-up with Obopay which signifies a giant leap toward allowing publishers and developers to freely monetize their content/apps. Thanks again to Farhan Memom, AOL Search Product Manger, for the private demo of AOL search optimized for iPhone (they told me it would knock my socks off and it did). And a special thanks to Jaymelina Esmele for setting all this up in the first place.

Speaking of freeing content and unleashing the legendary Long Tail, I finally had the pleasure of meeting with Kimia, a company that is high on my radar.

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• Personalization, Web 2.0, Mobile Search, Mobile Content, Mobile Advertising, Content Discovery

In-Brief: Another company MSG has followed from the start moves into expansion mode. This time it’s Veveo, a company that covers the bases, allowing users to browse search and discover mobile video content, as well as create their feed of personalized and relevant video content. To this end, Veveo has created a large, diverse and ever-growing index of video content - to date more than 150 million Web video clips from thousands of websites including YouTube and MySpace. To round out the offer, the company can also link with social networks such as Facebook and MySpace, allowing users to link their profiles and preferences with their personal vtap Feed of video content and with those of their friends.

Thanks to Kathleen Goodwin and her team who set it up, Veveo pre-briefed me on the European launch last week. Schedules are tight but I still have high hopes that I’ll connect face-to-face with Murali Aravamudan, Veveo founder and CEO, this week at CTIA for an interview and a demo. Even if we don’t connect during the show, you can count on a podcast/Q&A that deep-dives into the nuts and bolts of the service and how it enables the creation of a personalized and dynamic feed of video content.

During the phone briefing, Murali told me his big-picture strategy revolves around making video part of our daily mobile routine.

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• Personalization, Mobile Social Networking, Mobile Search, Mobile Content, Mobile Advertising, Content Discovery

In-Brief: Another time that MSG was on the money! Aggregate Knowledge hinted at a mobile deal in this exclusive podcast - and now we know Paul Martino, Aggregate Knowledge CEO, meant the tie-up with CBS Mobile. I caught up with Dave Peterson, Aggregate Knowledge Chief Marketing Officer, late last night (my time) to get the inside track on precisely how the partnership aims to deliver personalized content and relevant ads. Thanks again to Falguni Bhuta & Jennifer Henderson for the quick response in arranging an impromptu Q&A with Dave.

The news yesterday reminded me how much I love my work and why. It is exciting to be that little bit ahead of the curve, consistently and correctly identifying the companies and trends that will have a significant impact on the mobile space. No wonder VC companies lead the new user registrations on MSG and also pack my in-box with requests to discuss cool new companies and technologies. I enjoy the exchange and encourage VCs - as well as the rest of the MSG community - to reach out to me directly to continue the dialogue. Of course, MSG will continue to showcase companies worth watching - so please check back regularly.

By now we have all read that CBS Mobile and Aggregate Knowledge are teaming up to enable content discovery and recommendation and deliver targeted and relevant advertising. But it’s not just about technology; it’s about a seismic shift in mobile advertising strategy. As Jeff Sellinger, Executive Vice President, CBS Mobile, pointed out in a press statement: “Behavioral targeting on mobile phones is the next frontier …because the smaller the screen, the more relevant the content needs to be.”

Trading in key words for technology to tap the collective wisdom of crowds… Is this the way forward? It will be great to hear the CBS side of the story, particularly since this move is the latest in a strategy marked by industry firsts - including the first location-based advertising scheme (together with social-mapping and communications company Loopt) and the first alliance with a line-up of leading mobile advertising companies (AdMob, Millennial Media, Rhythm New Media and Third Screen Media) - to get more bang for the ad dollar. (I’ve contacted CBS for a podcast/Q&A and will circle back when I have it.)

In the meantime, let’s look at what Aggregate Knowledge brings to the table, and the interplay of discovery, recommendation and advertising.

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• Posted in
• Recommendation, Mobile Social Networking, Personalization, Mobile Search, Mobile Advertising, Content Discovery