Analyst claims more work is needed to reach mobile search’s full potential

The mobile phone industry needs to work harder if mobile search is going to fulfil its potential, according to a leading analyst. Ovum’s Eden Zoller says low consumer awareness, poor ease of use and the need for industry-wide standards are three of the key issues that need to be addressed.

The launch of flat-rate data tariffs from operators such as T-Mobile and 3 is expected to kick-start interest in the mobile internet and Zoller says: “These developments will throw a spotlight onto the search and discovery business. Mobile search is a challenging but fundamental issue for the industry to crack as it underpins the success of every type of mobile entertainment.”

Zoller’s white paper for the Mobile Entertainment Forum’s mobile search initiative also identifies a “pressing need” for more information and specifically calls for the establishment of an independent body that can provide recognised measurements similar to those available in the fixed internet world.

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