Future of Search: Mobile, Social & Vertical Trends
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Future of Search: Mobile, Social & Vertical Trends
- 1. Future of Search: Mobile, Social & Vertical Presented by: Tim Mayer
- 3. 5 Key Trends Transforming Search
- 4. 1. Mobile Queries: 20% Search Market by 2012* *RBC Analyst Ross Sandler
- 6. 3 Mobile Search Categories 1. Informational 2. Local 3. Product Lookup
- 7. 2. Growth in Apps not Browser
- 8. 3. Input 4. More Difficult Context
- 9. 5. “Verticalizing” SERP
- 11. App Discovery is the Key to Customer Satisfaction in the Smart Phone Era
- 12. Matching Intent/Queries with Apps
- 13. “If the past is search, the future is prediction and suggestion” - Roger Ehrenberg
- 14. Location Social
- 16. 1. Mobile advertising supply > demand
- 17. 2. First mover app in category on new platform
- 18. 3. Commerce: Price Comparison- Offline To Online
- 19. 4. Optimize Vertical Entity Pages for Search
- 22. Build an App if: 1. Big Brand 2. Location Specific Content 3. Specific Utility or Game Otherwise: Build an HTML 5 site
- 23. 2. App Preference "Take your Android phone as an example. Do you want to access YouTube with your browser if you have a shortcut on your home screen for the brilliantly working native YouTube app?” - Zokem founder Dr. HannuVerkasalo
Notas do Editor
- I see the future of search where the search engine acts as a concierge understanding your query, intent and preferences and routing you to the most familiar best of breed vertical application or web site that meets your needs. The concierge will engage you in a dialog if she needs more information. She can be reached by phone, ipad or pc via voice or keyboard. On the discovery side, the concierge also knows what your likes and your friends likes and needs are and can recommend new things to do, purchase or consume. She is saving you time and helping you live a more adventurous and informed life.Search- stuff you want to know, doEnter a queryMobil/PC/Tablet etcVoice or type inLonger queriesMore interactionUnderstanding intent and queryBrands have become more important on the webSend people to best of breed vertical app that user has a brand connection to/ vertical search experience (google local page)Discovery- Stuff you would like or need to know or doUse social signals and personalization to offer suggestions or predictions about what I may like to do. Pivot around location, brand affinity etc. could be I am going to dinner with x after the movies where should we go? Look to our checkins-friends checkins around that area- what do we both like to eat-what did we eat last night- are there any deals available?
- To get to this vision of the future there are five trends or realities that are moving us towards this new age of search. I will go through each one of these. The changes will present opportunities for both technology providers as well as publishers.
- The mobile market will represent 1 in 5 search queries by the end of 2012 and at a future time this will change the query curve or the types of queries that are being input by users. Right now the majority of mobile queries fall into three groups:InformtionalLocalProduct Lookup
- The first chart shows that even though the web browser is the single most used data application it still has only a small share of usage on the mobile phone. This is due to offline and non-internet related activities such as texting, voice, calendar, calendar, music playback etc.In the second column we see that web browsing is shrinking, several years ago it accounted for 70-80% of facetime being displaced by newer appsIn the third column we see that they are even in terms of data usage. I expect there to be significant growth in both HTML5 and Apps in the coming years.n this chart the first column shows that even though the web browser is the single most popular data application, it has only a small share of all device usage. This is due to offline and non-Internet related activities, such as text messaging, voice, calendar, camera, video and music playback that still take a big portion of mobile usage.Considering only data applications (the second and third columns), web browsing, which only a few years ago was 70-80% of smartphone-driven Internet usage is shrinking in relative usage being displaced by the newer apps that are being used in preference to web browsing.According to Dr. HannuVerkasalo, founder of Zokem."App stores, even Google’s own Android Market Place, combined with a variety of non-browser based data applications pre-embedded in today’s smartphones, are now driving the growth of the mobile Internet”,and in explaining why native apps are overtaking the web browser Verkasaloasks:“Take your Android phone as an example, do you want to access YouTube with your browser if you have a shortcut on your home screen for the brilliantly working native YouTube app?”
- Input is difficult and I expect more and more people will begin to use voice. This has the added shift that people type in keywords but talk in sentences or ask questions. This facilitates a potential dialog taking place between search and the user.Tech providers and search engines are learning more and more about their users which will help them to provide better results with less input by using implicit information that it knows about its users such as location, preferences, sites you prefer etc
- The first domino to fall is local. More vertical data will start to be introduced within the search experience. This will provide a better experience for users but will change the dynamics in which publishers play the game.
- Now that we have discussed the 5 trends that are transforming search I want to discuss three possibilities around for the the technology porviders. The first of these is
- App discovery. Apps are hot but there are many apps some owned by large brands some owned by no name brands. Some are good, some are bad. It is the wild west. It is hard for users to figure out which apps they should have. For example, many young kids play with iphone games but how do mom’s find out which are the best safe games for their kids to be playing. There is an opportunity to create browsing sites and search sites to help people discover the best apps for different utilities and passions.
- Once users get a lot of applications on their phone users have another problem- how do I quickly find and access the right app from my phone. Google has log been the doler out of traffic to web sites. Who will be the provider that helps users search and directs them to their favorite apps or web sites from their phone? This would require that the search provider understands what apps are on the phone and what an individual user as well as users at large use the apps for and what success rate they have with an app for particular intents and quesries.
- The third opportunity is around discovery and serendipity. A search provider can marry the information they know about me- task specific, interst specific, social specific and notify me as to what I should know about , do or be interested in. Some examples of this are I am in New York I have some free time, what should I do, who is around me, what are they doing-make some suggestions? What search conferences are happening soon and who is going?
- The next area of opportunity is for publishers which is what the majority of you are or work for ubsliers.
- The first opportunity in mobile advertising is that there is a lot more supply out there than there is demand by advertisers. This means that for brand or app or other performance advertisers there is a potential arbitrage oppoortunity here if you are willing to experiment and see if yu can make something work.
- The second opportunity is to be first mover in a category on a new platform. These tend to be potential winners despite brand.
- The third is a commerce play to exploit the huge volume of product look ups that happen on mobile. Mobile payment (that cnsumers feel comfortable with) are important.
- The third is a commerce play to exploit the huge volume of product look ups that happen on mobile. Mobile payment (that cnsumers feel comfortable with) are important.
- Should you build an app or a web site in HTML 5
- This is largely due to the higher performance and specialized functionality that an app provides to the users. An example of this is the youtube application.