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
TNM pays K19.9m with mobile insuranceMalawian mobile network service provider TNM has announced that it has paid a total of K19.9 million worth of claims to beneficiaries of TNM Moyo Cover, the operator’s on-mobile life insurance policy. Read More
DRC mobile banking faces challenges in remote areasIsidore Monga is a civil servant whose salary, like millions others in the Democratic Republic of Congo (DRC), is now being paid via mobile banking. Read More
Orange, Bank of Africa to offer new mobile financial services in AfricaIn the coming months, Bank of Africa and Orange Money customers will be able to transfer money directly from their Orange Money account to their BOA account and vice versa simply with their mobile. Read More
Over 20m airtime advances through PasavuteNet1 Mobile Solutions in partnership with Supa Pesa, has serviced more than 20 million airtime advance requests for the advance airtime service Pasavute from Telekom Networks Malawi (TNM). Read More
Smart wearables market to generate $53bn hardware revenues by 2019New findings from Juniper Research revealed that the global retail revenue from smart wearable devices will treble by 2016, before reaching $53.2 billion by 2019, compared to the $4.5 billion expected this year. Read More
MFarmer SMS redefines market access for Ugandan farmersUgandan smallholder farmers are benefitting from an ambitious innovative ICT mobile phone initiative that offers weather reports and up-to-date market information about changes in prices for agricultural commodities, thus granting them lucrative returns from their farming ventures. Read More
University of Yaounde I adopts MTN Mobile MoneyMTN Cameroon has signed a partnership agreement with the University of Yaounde I for the use of the MTN Mobile Money solution by students for their financial transactions with the university. Read More
Agents say Glo Xchange will empower NigeriansAgents of Nigeria’s super mobile money agent network, Glo Xchange have commended Globacom for the platform which is aimed at deepening financial inclusion and promoting Nigeria’s electronic payment system. Read More
Tigo Tanzania launches mobile money savings serviceMillicom-owned Tigo Tanzania has launched Tigo Wekeza - “Tigo Invests” - the world’s first mobile money service that allows customers to earn automatic returns on their balance. Read More
MasterCard, Apple to Integrate Apple Pay Cardholders for mobile paymentApple has unveiled Apple Pay that will enable MasterCard cardholders to use their iPhone 6, iPhone 6 Plus and Apple Watch for everyday purchases. Read More
FEATURED STORYMFarmer SMS redefines market access for Ugandan farmers
Ugandan smallholder farmers are benefitting from an ambitious innovative ICT mobile phone initiative that offers weather reports and up-to-date market information about changes in prices for agricultural commodities, thus granting them lucrative returns from their farming ventures.
BEST READ NEWS
IN DEPTHNIG President speaks his mind
Bayo Banjo, CEO, Disc Communications and President, Nigeria Internet Group (NIG) says the proposed licensing of infrastructure companies by the Nigeria Communications Commission (NCC) will breed corruption and entrench monopolistic practices. Kokumo Goodie reports.