eMarketer has predicted that the general mobile ad spending market, along with ad spending that supports mobile multimedia, should reach over $13.8 billion worldwide by 2011, of which mobile search is expected to account for 17 percent or around $2.4 billion. The eMarketer article notes that the estimates for the mobile search market vary wildly, “from $1.5 billion by 2011 (from Informa Telecoms & Media) to over $11 billion by 2008 (according to Piper Jaffray)”. John du Pre Gauntt, eMarketer Senior Analyst, argues that the effect of mobile search is far greater than its base revenue would suggest: “While in absolute terms that figure is not earth-shattering, compared with the online search market, let alone mobile content categories such as messaging, the fact is that mobile search carries with it the promise of radically changing how users access other, far larger content and commerce categories.”
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