SFR Mobile Keyword Search
So, the presentation by SFR’s Mauro Di Pasquale at the Mobixell conference was spectacular. I am sitting on top of a heap of mobile statistics and operator stats for WAP click through rates, targeting, strategy and other lovely things that I can’t publish. But what I can publish and what I thought was a simple and effective idea was SFR’s use of mobile search.
In France SFR has three mobile portals (Vivendi, Vodafone live!, SFR) and also the use of a cross- operator Gallery service for mobile too. Plugging into these three sites would create a search engine unique to SFR – but this was not necessary . In a more cost effective manner – SFR has simply created a keyword search tool for its portals and services. So instead of indexing all content and all content – it has focused on 20 keywords.
This means that the most relevant keywords are pushed (can also be bought via in-house mobile advertising services). Then the results return the relevant answers. I didn’t ask if this was a keyword and association (nearest match) results engine –but I imagine if the searched word was not found it would be simple to create a navigation page which explained what these twenty searchable keywords actually were.
In fact even an icon on portals such as most read, most popular could also be used to promote a simple keyword search experience.
What?
Basically. Isn’t this very simple. Traffic is low on the mobile web. Inventory from the operators is high (but not from anywhere else). Operators have the profiling that knows which keywords are popular and searched or requested frequently – so specific relevant results and targeting can be channelled back to the consumer via this simple service.
On top of that the ability to bid for the keyword opens up another dynamic for mobile which will drive revenue from brands.
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