Mobile Marketing Association launches Mobile Search Report

by: Bena Roberts Thursday, August 28th, 2008

Now, I like the MMA. I adore Russell Buckley and after a tricky start with the MMA (long long time ago) – I understand and believe in its ambition. I also plan on joining the MMA under the new visibility mobile company brand.

But, I have really taken my time to read this new report: http://www.mmaglobal.com/mobilesearchintro.pdf

I love the case studies from the two leading white label mobile search companies Medio and JumpTap – but I think. As a report focused on serving to drive understanding in the mobile search space the report falls short.

It talks the talk but doesn’t walk the walk. It pains me to say that as it is a well written interesting report. But it is an insight into mobile search marketing and not mobile search. As someone that receives many cold calls and anonymous calls in the market – I am fully aware that people don’t get mobile search.

Saying that the “mobile search experience is broken” means nothing as the vast majority of the market doesn’t know what mobile search is or what it should be like In fact the chapter how is mobile search different to internet search should have formed the whole body of the paper. This is critical for any understanding in mobile search. Many more companies fail to even acknowledge white label mobile search and the technology behind it. Plus input is so vital for mobile search an opportunity to develop creativity in the input channel was also wasted by a dictionary style definition format.

If mobile search is going to “get there” then an even simpler white paper on mobile search is necessary. Forget the advertising and marketing – we need a basic introduction into mobile search that explain exactly what it is. What is the goal and mobile search in the mobile web environment is a challenge that is being tackled at the moment.

In fact, an introduction into mobile search should pinpoint definitions of the mobile internet. OK – I know these answers, so might many of our GoMo readers – but I can assure you the companies and individuals that can benefit from the mobile Internet do not.

To end on a positive note – I am sure that these issues will be discussed moving forward.