mobile search vs mobile discovery

MobileSearchVs.

MobileDiscovery

MostincumbentinternetsearchcompaniessuchasGoogle,Yahoo,MSNandnewstart‐upsinthemobilesearcharenaareplacingsignificantemphasisonsearchfunc6onalityinthemobilespace.

Theyareallcompe?ngheavilytoemulateinternetsearchfunc?onalityonthemobile.

Thereisnoques6onthatthisfocuswillstrengthenthevalueproposi6ontotheenduser;howeveritdoesnotaddressanumberoffundamentalissuesthatthemobilehandsetandthemobileenvironmentingeneralpresent.

Strategicallyits?llmaintainsthemobileoperatorasapipeandmakessearchthegatewayforallac6vi6esmadebytheconsumers.

Lastbutleast,therearefundamentaldifferencesbetweensearchesontheInternetversusthemobilephone

1.Mobilecontentisstructured

DoesnotworkinasimilarfashiontothehighlyunstructuredanddynamicnatureoftheWorldWideWeb.

2.Mobilecontentisnotastextbased

asthemarketseemstothink.

Fortheforeseeablefuture,mobilecontentwillbebasedonimages,music,videos,mobileTV,mobilegamesandinfotainmentservices.

3.Searchisreac?venotproac?vewhilemobilecontentpurchasescanalsobeclassifiedasimpulsepurchases.

Understandingtheuser

Withoutaddressingconsumertastesandthelackofop6onsavailabletotheenduser;advancedsearchfunc?onalitywillonlyallowuserstofinditemsfromanalreadylimitedcontentofferingfaster.

Givinganenduseranexactsearchresultrelatedtoakeywordorwordsprovidedisnotcomprehensiveenough,therehastobearankingsystemtoiden6fywhatthebestsearchresultforthatqueryis.

Manysearchenginesonmobilealsorequiretheendusertospecifynotonlywhatitemtheyarelookingforbutalsothecontenttype.

Thisprocessinitselfis6meconsuminganddoesnotbeEertheexperiencefortheenduser.

Mooga’sapproach

Mooga'susesa"wisdomofcrowds"approachtoaddrelevance/rankingtosearchresults.

Thepowerofcollec?veintelligenceofallsubscribersisusedtodeterminewhatthetopsearchresultsforapar?cularqueryshouldbe.

Mobileconsumerswantanswersdirectlyandquicklyanddon'thavethe?meortheinclina?ontogothroughthousandsof"relevant"results.

Thisrankingalgorithmcon?nuouslyevolvesbasedonthecollec?vewisdomofallusersandtheirhistoricalaggregatedinterac?onswithMooga.

.

Ifanenduserusesagenericsearchtermlikecricket,theMoogaRankingAlgorithmdeterminesthemostrelevantcontentforcricketirrespec6veofcontenttypes.

Theseresultsareinfluencednotonlybypopularitybutseveralotherfactors.

MoogaiSearchhasacknowledgedthelimita?onsthemobilemediumcreatesandhasbeendevelopedtomaximizetheuseofthespaceavailable.

Allitemssearchedforareincontextfortheenduser.

Theresultisarapid,relevantsearchprocessandincreasedusersa6sfac6on.

MoogaiSearchhasacknowledgedthelimita?onsthemobilemediumcreatesandhasbeendevelopedtomaximizetheuseofthespaceavailable.

Thisinturnensuresincreasedreten?onandahighernumberofdownloads.

Italsoallowsforasignificantlyhighernumberofrelatedandrelevantitemstobeplacedwithinreachasaresultofasearchquery.

•  IKenSolu6ons,isasoMwareproductcompanyspecializedinintelligentbusinesssystemsbackedbyhybridAr6ficialIntelligencetechniques,expertsystem,case‐basedreasoning,neuralnetworksandgene6calgorithms.

•  IkenSolu6onsisanIITBombayresearchspin‐off.

•  Ikensolu?onsawards:

•  WinnerTIECANAANentrepreneurchallenge2008.

•  IkenhasbeenawardedwithadirectentryintotheMicrosoWStartupAcceleratorProgram2008

•  Silverawardfor“BestTechnologyInnova?on”attheMobileContentAwards2008inLondon.

IkenSolu?ons

www.iitb.ac.in www.sineiitb.org

AntonioPeñaGeneralManagerAmericas

antonio.pena@ikensolu6ons.com

hEp://www.linkedin.com/in/altergaia