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3GSM: Jumptap and Surfkitchen showcase mobile search on on-device portals

by: admin Monday, February 12th, 2007

Rating: my new best friend..

JumpTap and SurfKitchen are two of the most aggressive companies in their respective markets. The fact that they are partnering to showcase mobile search on on-device portals at 3GSM shows mutual respect and awareness of each other’s business models.

This seems fine, but the press release goes off on a tangent GoMo News is confused about. It states: “integrating search with On Device Portals will allow access to the long-tail of mobile content”.

What? This is something we don’t understand. We think it’s about something else altogether. The long-tail story used to be good (we love you Chris Anderson), but it’s getting tired. On device portals are supposed to eliminate the need to search and the time that users stay online, and to offer an on-device, easy to manage content experience.

The marriage of ODP and mobile search can only mean one thing – a new revenue stream, because mobile search means mobile advertising. (see http://www.bkimedia.com/MAMA)

So what JumpTap and SurfKitchen hope to showcase is much, much more than content discovery. It’s the tip of the iceberg for search, with JumpTap enabling mobile advertising. GoMo News predicts that it won’t be long before targeted advertisers will get involved with the ODP and mobile search experience. This will enable advertisers not only to penetrate the ODP, but to swallow data costs for mobile users by providing happy hours or special promotions for customers using the ODP services. That’s the point.