steve.page@mobilecommerce.co.uk

Mobile Services – WAP & SMS (UK)

Local Search WAP

SMS

‘ ’ ‘Find&Seek’

‘Find&Seek’

WAP

SMS

‘Out&About’

‘Find my Nearest’

WAP

SMS

‘Thomson Local’

‘Store Finder’

WAP ‘RoundTown’

Travel WAP‘ Traffic Near Me’

‘ Driving Directions’

WAP ‘ Traffic & Travel’

WAP ‘ RoadWatch’

i-mode ‘ Routes and Traffic’

Off-Portal Search

WAP API for Orange Search + ‘PleasureFind’

WAP ‘Travel Deals’

WAP ‘Travel Deals’

WAP API for Search

• Some facts– Operator portals now link to off-portal sites– Search volumes are growing

• Live are Orange/Vodafone/3/T-Mobile

• Total market 25m searches per month

• 13m searches via G, 12m via Y!• Operators have >70% of all searches

Operator Banner Ads

Text Links Off-Portal

Sponsored

Listing

WAP/WEB backfill

Voda Yahoo! Yahoo! Google Google

O2 4th Screen media

None None

Yahoo announced

None

Orange MSN/

ScreentonicNone Yahoo! Yahoo!

T-Mobile Various None Google Google

3 Yahoo! None Yahoo! Yahoo!

Discovery on UK Mobile Operators

• Banner ads (Paid option)• Text links (Paid option)• Sponsored WAP listings (Paid option)• WAP discovery (Free option)• WEB discovery (Free option)

Discovery becomes the key

One day we started bidding on keywords

0

100

200

300

400

500

600

Google Yahoo!

Impressions

Clicks

Click through depends on ads’ position

On-portal results

Web or WAP results

Sponsored results

Vodafone T-Mobile GoogleOrange

Google Google GoogleYahoo! Yahoo!

Service

Ad provider

Yahoo! oneSearch

Cinema search selecting Web results Cinema Search selecting WAP results

www.mobile.google.co.uk

Search Results using Google mobile.google.co.uk

Search Results using Google mobile.google.co.uk

Web results WAP results

Sponsored results show at bottom of page

www.mobile.google.co.uk

Vodafone Live!On/off portal results . .

Vodafone Live!wap results Links to: www.mobile.google.co.uk

Yahoo! oneSearch

Yahoo! oneSearchAd link at the topNo sponsored listings

Relative importance and ranking of mobile properties (for an advertiser, in priority order)

Service Web listings

Wap backfill Sponsored

Vodafone 1 8 1

Orange 5 2 1

3 5 N/A 1

Google (mobile) 1 3 8

Google (wap: classic)

1 N/A N/A

T-Mobile (Google) 1 8 5

Google (wap: mobile)

N/A 1 8

Yahoo! oneSearch 1 3 N/A

1 = listings will be seen10 = a lot of clicks needed to find you

steve.page@mobilecommerce.co.uk