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Home > Communications > Public Switching > Broadband
Mobile desktop search: using discovery to increase ARPU
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| Published Date:
May 2007
Published By:
Ovum Plc
Page Count:
32
Order Code:
R464-553
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Thanks to the announcement of the Apple iPhone in January 2006, user interface (UI) design has been pushed up the priority list for mobile phones and looks set to be a hot topic for the next year or two. It may even become a true source of differentiation in the market for a while.
Mobile phone user interfaces have been stable for a long time, with little more than tweaks being introduced over the last 4-5 years. There is strong uniformity across mobile phone vendors on the approach to organising functions and content within the UI and, as a result, most phones are superficially similar to use.
Basically this is a good thing because most people can now pick up a new phone and be confident that they can carry out at least the basic tasks without reading the manual.
However, during those 4-5 years, smartphones have become very smart and even mid-range phones have more functions in them than most non-technical people can cope with.
At the same time, phones have also seen rapid expansion of their memory, so that they can hold gigabytes of content.
Nonetheless, usage of advanced data services and content on mobile phones remains disappointing, with operators’ data revenues advancing fairly slowly even as they roll out good 3G networks. Side-loading of music, for example, is growing much faster.
We believe that the design philosophy of existing mobile phone UIs is now seriously getting in the way of finding what you want on a mobile phone.
The time has come to make local search a core capability of mobile phones to help users discover both the functionality of the phone and the content that they store on it. For a great many users in the PC world, desktop search has become a more natural mode of interaction than the Windows file structure.
We also believe that implementing local search will push up average revenue per user (ARPU) for mobile network operators and will further provide interesting opportunities for mobile advertising.
This report is based on our own extensive experience as users, as well as supply side research. It explores why we need desktop search on mobile phones and what the impact is likely to be.
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