With an avalanche of pre-packaged and user-generated mobile content slated to come online this year, subscribers can’t say they don’t have choice. But they can complain about the tedious navigation process they have to endure to find, access and buy content they like. This white paper examines the techniques and technologies – including mobile search, on-device software and recommendation engines – companies employ to deliver the right content to the right users w…
Media companies are now borrowing from operators’ strategies and learning to encourage content discovery through search and targeted advertising.
Plain-vanilla mobile search – the approach that delivered a long list of blue links to users’ mobile phones – is yesterday’s news. Now both branded and white-label mobile search providers are scrambling to do one better: deliver the right results to the right users based on the clues they leave, such as their query patterns, download history, location and time of day.
Enter recommendation engines, and a variety of new technologies and techniques, designed to play matchmaker between mobile entertainment content and fans.
Winning is no longer about accumulating huge stockpiles of content; it’s about helping users find what they like – perhaps even before they know what they want.
Peggy Anne Salz says operators should steer away from the big branded search providers.
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