This article outlines the benefits and downsides of operators using mobile search services from big name brands (Google, Yahoo, etc) compared to using a white label service and branding it themselves. While brands can pull in customers, white label solutions can be customized to suit the labels portal and help to keep surfers within the portal.
“So when considering branded versus private search, the real question appears to lie in the individual operator’s vision for the future of the business. If the focus is on the short term and how recognisable the technology appears to the user, branded search has its advantages. If the focus is on building a long-term, quality relationship with the user and establishing strong customer loyalty, while improving the bottom line, then private search is the only strategic choice.”
Related stories:
–4INFO Inks Mobile Content Deals
–Autonomy Upgrades Mobile Search
–Mobile Search Forum At The Search Engine Strategies Conference
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