Mobile Innovation - Global Telecoms Business

Mobile Innovation
Applications, Search, and Monetization
Mads Moller
Industry Head of Technology, Google
Search
at core
Trends and
Innovation
Monetization
is here
Google’s mission
Organise the world's information and
make it universally accessible and useful
Google evolution: more than just search
46645
1995
1998
2000
2003
2004
2005
2006
?
Today’s challenges require a new approach
The Internet is changing marketing
Outdoor
Press
Generic Push
Radio TV
Online Display Search Ads
Contextual Ads
Personalised Pull
Blogs
Global consumption of media during leisure time
By age group (hours per week)
Under 18
36–54
18–35
55+
20
15
10
5
0
TV
Radio
Newspapers
Sources: FT August 2006, from Nielsen/Net Ratings and Credit Suisse
Magazines
Cinema
Digital
Search is at the core
Bringing Information to Mobile Users
Google
Image Search
- Access to millions
of images
Google Web
Search
- Access to our
entire web
index from your
mobile device
Access to the long tail
Google translates sites, otherwise only available on the PC, into
readable and viewable sites on mobile devices.
iPod nano in Any
Color You Want
READ MORE:
Colorware, iPod, iPod Nano,
Home
Web results:
‘ipod nano blog’
Results 1 - 10 of about
7,420,000.
1 Gizmodo, The
Gadget Blog - I’m sure
you’re all sick of iPod
nano this and iPod
nano that… www.gizmodo.com/
Query: [ipod nano blog]
Page 2/4
1 Prev Page 3 Next Page
2 Hide Images
5 Back to results
6 Google Home
Google translates large
webpages into subpages
and shrink images down
based on phone screen
width to improve the
overall user experience
Access to the long tail
Navigation bars are
hidden to minimize
excessive scrolling but
are easily available to
the user to expand
Bringing Information to Mobile Users
Top Stories
Israel ‘would
accept’ peace force
Child Support
Agency facing axe
Police arrest Big
Brother’s Sezer
Relevancy detection makes searching efficient
Query: [Super Monkey Ball DS
release date]
A Comprehensive Mobile Product Suite
Web Search
Image Search
Local Search
Mobile Web
Search
SMS
Blogger Mobile
Applications
Blogger
Mobile
SMS
weather san
francisco
Mobile
Web
Image
Text: Morning in
Sheffield
Web
To: go@blogger.com
Transcoder
Local
Google Local
Trends and
Innovation
Google Maps for Mobile (GMM)
Maps
• Look and feel of
Google Maps
• Pan/zoom
Local Search
• Google Local results
• Results on Map
• Click to call
• Driving directions
Driving Directions
• Point to point
• To/from any point
Satellite mode
• Pan/zoom
Blogging integration
But ultimately, user value depends on
strong partnerships
Partnerships can enhance user experience
mobile
* illustrative
Monetization is
here
Monetizing with Google Mobile Ads
Additional revenue stream
•
Opening up mobile
search as a new
distribution channel to
our expansive network
of advertisers
•
Current partnerships
seeing strong results
Search Marketing – Sponsored Listings
high speed internet
Natural Search
Sponsored Listings
Results generated
algorithmically – unbiased
and unpaid
Your message reaches
customers at the moment
they demonstrate interest
With flexibility to optimize user experience
[Ad] Car Sale – Low car
prices – cars.com. Call
650-222-2222
Call feature
An advertiser can choose to
only link the user to a mobile
website, only enable click-tocall or offer both features in the
ad
By clicking the link, the device will
automatically place a call between
the user and the provided business
line.
If the ad only contains a call link the
business name will become the
display URL.
[AD] Best Pizza in LA
We deliver anytime
T's Pizza – Call 650-222-2233
Users are looking for more than just ringtones
Mobile Queries (actual data, June-July 2005)
Entertainment*
25%
Internet & Telecom**
10%
Local Services***
5%
Games
5%
Lifestyle & Communities
5%
Society
5%
Sports
5%
Health & Beauty
5%
Shopping
5%
Arts & Literature
5%
Travel & Recreation
1%
Automotive
1%
Computers & Technology
.5%
Food & Drink
.5%
Hobbies
.5%
News & Current Events
.5%
Finance & Insurance
.5%
~ 65% of all queries are
low frequency, covering a
large variety of
categories
* music, movies, jokes,
celebrities
** ringtones, email, AOL,
cingular, yahoo
***maps, weather
Thank You!
Mads Moller
Industry Head of Technology, Google