Mobile search and discovery worth USD15bn by 2017
VALUE ADDED SERVICES| July 18, 2012, 10:25 a.m.
A new report from analyst firm Juniper Research forecasts that revenue from mobile search and discovery will reach USD15 billion by 2017, nearly three times the revenue it expects to be generated by these markets in 2012, with ad space in these markets representing prime real estate for advertisers.
The report found that clickthrough and cost-per-click rates for search and discovery, including web search, local search, augmented reality search and discovery apps, are some of the highest in mobile advertising due to the fact that users are in the market for a discrete group of products or services, and can therefore be accurately targeted by advertisers.
Leading search engine providers, including Google and Microsoft, say a large percentage of web searches on mobile are localised, but the report highlights that local search apps arguably represent a greater opportunity for advertisers because of more relevant results and better UI (User Interface) optimisation.
According to report author Daniel Ashdown: “Web search results, by their very nature, are more generalised, despite the local parameters search engines offer. Furthermore, the websites linked-to in search results are often not optimised for mobile devices.”
Juniper’s report notes that with local search apps like Poynt, Qype and Yelp, the search experience is mobile-optimised from end-to-end – which is crucial if the user is to be led through the whole process, to reaching a purchasing decision.
The report also notes that Google’s domination of the mobile web search space means other players need to find ways to differentiate their products in a largely commoditised market.
MORE VALUE ADDED SERVICES NEWS
MTN Mobile Money and Vodafone M-Pesa to interconnect Mobile Money ServicesCustomers of MTN Mobile Money and M-Pesa in East Africa will be able to transfer money to each other following an agreement between MTN Group and Vodafone Group to interconnect their mobile money services. Read More
Mobile money a game changerThere has been massive drop in number of unbanked, thanks to the boom of mobile money services, a new World Bank report shows. Read More
Afrinvest unveils mobile app for online trading, investment managementAfrinvest Securities Limited at the weekend launched an online equity trading mobile application, offering clients mobile access to their brokerage accounts and portfolio data. Read More
Stanbic launches real time payments for electricity and DStvStanbic Bank Botswana has announced the introduction of state of the art, real-time electronic payments for Prepaid Electricity and DStv Subscription through its cellphone Banking and Internet Banking Channels. Read More
Safaricom readies to bring M-PESA homeSafaricom has started final preparations for the launch of the second generation of its M-PESA platform as it prepares to perform a full scale system upgrade aimed at improving efficiencies and speed over the next week. Read More
Airtel Money hits over 1 million transactions in a monthAirtel Ghana has attained another milestone with its instant mobile money service. Read More
Online payment of BGCSE examination fees using Orange MoneyThe Botswana Examinations Council has announced its partnership with Orange Money for the payment of examination fees. Read More
Airtel Money enables fundraising for Garissa attack victimsAirtel Kenya has set up a donation paybill number for well-wishers to send funds to the Red Cross to support victims of the Garissa attack. Read More
Spectranet offers subscribers free movies on iROKOtv.com4G or long term evolution (LTE), internet service provider (ISP) Spectranet has launched a partnership with iROKOtv.com, Africa’s premier internet television provider. Read More
Airtel Rwanda to introduce Airtel Money micro loansIn a bid to expand reach into mobile financial services, Airtel Rwanda has announced plans to introduce micro-loans on Airtel Money on April 1, 2015 in a partnership with Atlantis Microfinance Limited. Read More
FEATURED STORYe-commerce space untapped, says phonekings head
E-commerce is the future, says the head of a new online electronics mall launched in Nigeria. Tayo Olusanya spoke to Kokumo Goodie in Lagos.
BEST READ NEWS
IN DEPTHVillagers get solar training at Barefoot College
The Botswana Human Resource Development Council (HRDC) has seconded seven semi-illiterate mostly Ngwatle villagers for a six month solar electrification training course at the famed Barefoot College in India.
COMPANY NEWSMTN Business backs emerging ICT entrepreneurs
MTN Business has embarked on a long-term supplier development programme that will empower young, black entrepreneurs to take their place at the forefront of South Africa’s evolution ...