The mobile market represents the next wave in search. However, I see two current problems: 1) the current scope of ‘innovation’ is geared to subject matter that consumers currently seek (ring tones, images), rather than looking to the next level and 2) new search methods are mostly slight improvements on the difficult keying and navigation process. Even with this there are some neat things going on.
Microsoft purchased MotionBridge to enhance the mobile search capabilities for Live.com. It does appear to be a better way to do things. But, it also appears to be the proverbial paving the cow path. Rather than the typical list of links, you enter the phrase in a single field and MotionBridge returns a category segmented list of links. In this example you can see that, depending on what you type in, there may be a predefine list of links from the portal, or search results segmented into types of content. They also provide numeric codes for certain topics. For instance Sports is 77678 (I don’t know that I could remember the code to enter for my interest). The limitations here continue to be the reliance on the keypad as the input device. Because this is the LCD for most devices, it makes sense. But, real innovation challenges “what makes sense” and offers us a new and better way.
Medio takes a different approach by trying to predict what it is you actually want, and giving you the information rather than links. The example shows that they believe most searches go uncompleted because the trail you need to follow is too long. Through personalization, Medio is betting that they will know you well enough to present you with the answer to your query, foregoing the need for a list of links. I have to agree that, given the limited scope of subject matter that people seek on mobile search, this predictive modeling will be okay. But again, text input is a limitation. Also, the algorithms are based (necessarily ) on how people currently use the service. Those who use search with any regularity know that the ability to guess what we want is not terribly accurate (how often is the first returned result where you stop?).
Late last year, Medio and Verizon partnered to provide VZ customers easy access to ringtones, games and pictures. This is the equivalent of vertical search online and it makes sense given that the Medio's purpose is to deliver the answer to the query rather than links to possible answers. It replaces knowledge of the user with a well defined scope. As our interest in mobile search subject matter expands, this becomes less possible.
One of the more interesting applications is the image recognition query. Snap a picture of “something”, send it SMS and you will receive related links. Mobot has built an application that does this. Imagine having an ad in a hotel tourist book / magazine for your restaurants, with a message saying take a picture and send it sms for a return of coupons, maps, reservation function, etc (until the functionality becomes widely known, the message will be needed) . Suddenly the magazine ad becomes an easy way to share more information and facility business. If you have a recognizable logo, you can have consumers send in the picture and have any number of things returned; ring tones, locations near the person, promotions, WAP links, etc. This application, though limited right now, provides a view into one possibility of initiating a search query (I know that sending a short code via sms can do similar things, but the pattern recognition is the key point here).
It was interesting reading Gord Hotchkiss’ epiphany article, "I have seen the future." He wrote about the next generation of processor chips brining us closer to the possibility of voice recognition. This, when it happens, will be a gateway into real innovation.
