Archive for the ‘ mobile search ’ Category

“Going Google” – Google on the Offensive

Google have hit back at Microsoft with the new announcement of “Going Google”. This is the latest twist in the ongoing battle for computing domination between Google and Microsoft. “Going Goggle” is a new promotional campaign from Google targeting business users to switch from Microsoft Office to Google Online Apps.

Google announced the new campaign on their official blog and have targeted specific functions of Microsoft that cannot compete with Google Apps, functions such as cloud computing. With the launch Microsoft’s own version of a cloud app a long way off, Google have reacted in a bid to lure MS business users to Google Apps.

Google online apps currently command over 1.5 worldwide business users, although this is minuscule in comparison to Microsoft’s large business user base. Google hopes to be able to encourage users to switch over with targeted promotional campaigns across offline and online channels.

“Going Google Campaign”

Each day “Going Google” will launch billboard messages across highways in San Francisco, New York, Chicago and Boston, each message will be different displaying the Google Apps messages; this is expected to run over a 4 week period. As well as offline, viral online campaigns are also key with the Google Blog offering the users the opportunity to “tweet their story”, the tweet already carries an auto-populated #gonegoogle hashtag. This is just one of the various activities Google are promoting, with even the offer of free “Google Goodies” when business users complete the switch over or spread the word.

Google are so serious about their new campaign that they are now launching “Going Google” website, where business employees can access fliers and emails to spread the word and encourage employers to initiate the switch over.

“Going Google” – Success or Failure”

Google are using opinion to drive the “Going Google” campaign and this is to their advantage as they are once again creating an online stir. Google are simply highlighting all the functions that businesses want from their applications; low cost, efficiency and accessibility. With this, they are aggressively targeting the flaws of Microsoft products and enforcing the strengths of the Google Products.

At this stage it’s difficult to estimate what the success of the campaign will be, but it is clear that Google will continue to promote and battle for online supremacy. Already in full swing the Google PR machine will continue to rage on with new and innovate campaigns targeting the flaws of Microsoft and I can see this one raging on until Google has in fact convinced the worlds business users to “Go Google”.


Mobile Search – The future of web browsing?

The term mobile search refers to information retrieval via mobile devices. Mobile search requires interactive user input and most search methods also require a mobile Internet connection (with the exception of search by SMS).

This blog post will broken down into three parts to provide an overview of important mobile Internet and search statistics followed by a comparison of desktop and mobile browsing. The various methods of mobile searching are also presented before the final chapters take a look at mobile advertising opportunities and potential next steps.
Mobile Internet Statistics.

Global Mobile Phone Usage and Browsing
Global mobile usage has been steadily increasing over the last 10 years, with over 47.5m mobile phone users recorded in the UK 2008 (Source: Nielsen Mobile). As a result of mobile phone penetration, lower mobile broadband costs and the introduction of increasingly user-friendly mobile handsets, mobile Internet browsing has equally seen a steady rise. According to Nielsen Mobile, 7.3 million people accessed the net via their mobile phones during the second and third quarters of 2008 while report that 20% of all mobile phone users in the UK now make use of the mobile Internet. Mobile web browsing as a percentage of total web browsing is also growing, and currently stands at 0.72 % (Source:

Mobile Search Engine Usage
Google is the current leader in the mobile search space with 4.75 million users globally. Google leads worldwide via deals with leading telecom companies in China, India, Japan and Europe which are all emerging markets in the mobile search space.
Yahoo! has 3.65 million users worldwide while MSN Mobile has less than 1 million.
Other mobile search providers worth mentioning include Jumptap, Medio, 4Info and Infospace.

Rise in Smartphones
The popularity of smartphone devices such as the iPhone 3G, Google’s G1 and Blackberry have drastically furthered mobile Internet usage.
In the US, a quarter of all US mobile phones sold in Q4 2008 were smartphones (Source: In the UK O2 recently announced that it had sold 1million iPhones, confirming this trend. These emerging patterns in mobile Internet usage make it important for marketers to learn about the particularities of the mobile web, browsing and searching.

Mobile versus Desktop
Mobile search demonstrates how search is continually evolving, encompassing new techniques and providing marketers with new multi-faceted ways to connect with target audiences.
Mobile search presents new opportunities and challenges for online digital marketers, based on its unique functionality.

Mobile Web Limitations
Mobile phones are primarily designed for communication through calling and texting.
In terms of Internet browsing, the mobile web is restricted by:
• Smaller screen size which makes screen real estate more valuable
• Harder to use interfaces
• Slower connection speeds

Mobile Browsing
Mobile Internet users will often need information in a hurry which impacts what people search for and how they search for it.

As mobile browsing allows users to access the Internet on the move, mobile Internet search queries are more likely to be informational rather than transactional e.g. Where is? How do you get to? Cinema listings? Restaurants nearby? The localisation of results and provision of relevant local information therefore plays a significant factor in any mobile search marketing campaign.

Mobile Search versus Desktop
The main differences between web search and mobile search are:

Different crawlers
All leading mobile search providers use different crawlers for mobile content indexing.

Different browsers
Mobile devices use different browsers.

Search behaviour
As outlined above, a mobile searcher’s intent and behaviour is different to web searchers. Providing the right content at the right time will entice the users to repeat visits.

Time of day
Mobile queries grow over the course of the day and continue to grow throughout the evening (desktop searches decline in the evening).

Keyword usage
In general, mobile search queries are structured simpler than desktop queries influenced by the fact that it takes longer to type in search queries on a mobile device.

Fewer results diplayed
Due to the size of the mobile screen, fewer search results are generally displayed.

Browser specific adverts
Different ad formats are shown based on the browser used (HTML or WAP).

Check in later in the week to see the Second Part of our Mobile Search – The future of web browsing? Blog Post.