Mobile Search: Location, Location, Location

The number and variety of searches on mobile phones jumped sharply during the second half of 2007, causing eMarketer to raise its global mobile search revenue forecast up from $83 million in 2007 to $3.8 billion by 2012.

For marketers, now is the time to jump into mobile search—at least, with an experimental budget—and start learning fast.

However, remember, though mobile search is similar to Web search, it is not the same and different lessons apply.

For one, in the short term, consumers are likely to use several different mobile search modes or providers, instead of converging around a single solution.

Equally important for the success of mobile search is the integration of national and local search results—and that hasn’t happened yet.