Searching for Personalization

Mobile search is poised to become the next mega-trend. On the Internet and – even on the desktop – search is more than an activity; it is how we interface with content. Likewise, mobile search will be how we cope with the mobile content overload – add context such as time of day and location (which mobile search makes possible) and you have the ingredients for a money-making ad scheme. This article (which is a good mobile search primer, by the way) connects the dots to make a strong case for mobile search – and an even stronger one for personalized mobile search. “Carriers could get more negotiating power if they build network intelligence into their searches to enable better targeting,” the article argues. Operators can collect data on every click we make – now it’s time for them to use it. The article is a bit thin on statistics – but that’s also because mobile search is a nascent

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