gregan mcmahon from sensis talks mobile search at cebit webforward 09
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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
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
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