Local Mobile Search

Local Mobile Search is a new advisory service being offered by Opus Research and Sterling Market Intelligence, which captures the emerging opportunities created when wireless, real-time communications and content delivery are aligned with location-targeted advertising and transactions.

Our Perspective: A Market Ready to Happen

LMS is on the cusp of major growth as users turn to their mobile devices to answer questions such as: “What’s nearby?”, “How do I get there?”, “Who’s around?” and “What is there to do?” Unlike the early days of the Internet, there is pent up demand for local content and services on mobile devices. Challenges and concerns that must be addressed include usability, security and privacy. As these issues are tackled, especially usability, meaningful revenues (and profits) will flow into the emerging ecosystem. Experience with Web-based search already educated advertisers about the value of delivering targeted advertising and promotional messages to willing and ready buyers.

Research Topics & Coverage Area

• Market forecasts and scenario analysis: How much will Local Mobile Search be worth? What will be the breakdown between advertising, subscription and transaction-based fees? How will revenues be distributed among the various mobile modalities, including voice, text, WAP?
• The LMS ecosystem: What is the breadth and scope of the emerging value chain? What are the roles and revenue sources for market participants – advertisers, search engines, carriers, technology providers, ad platforms, agencies and content providers?
• The user experience: How do wireless subscribers interact with content on mobile devices? What drives adoption and use of mobile search services? What describes the “best” user experiences?
• Devices and their capabilities: How do increasingly powerful handsets and other mobile devices shape the user experience and related ad models? What special accommodations do content providers, infrastructure providers, aggregators and carriers need to make to reach the broadest community of users?
• Market segmentation: What segments and customer groups tap into existing mobile search, voice and carrier services? How do service providers and carriers maximize awareness and usage of local mobile search services?
• Branding issues: How powerful are carrier brands vs. incumbent search brands? Will emerging “white label” offerings trump existing megabrands (like Google) brands for mobile audiences? Are there opportunities for new, unknown players to emerge and break out?
• Global deployments: How is LMS taking shape in markets around the world? What are the differences with the U.S. market? What are the patterns for diffusion of innovation? Does global experience predictive value for North America?
• Social media on mobile devices: What opportunities do “Web 2.0” and social media features present over mobile networks? How critical are mobile social networks and related features to next generation mobile services?
• Location-based services: Location-based services have been the subject of hype and high expectations for years. What is the real opportunity for location-based services as the mobile market takes shape today?
• The future of LMS: Where is the market heading and what key attributes multiply the value of localization, including preferences, behaviors, demographics, business and product information and “geo-tags.”
• Accommodating multiple media: LMS encompasses voice, video, audio, text generated by users, advertisers and content providers. How are multimedia applications emerging? How is revenue split among providers?

To learn more or schedule a briefing, send me an email or contact Opus, or for sales information contact Pete Headrick: Pete Headrick at opusresearch.net.