mobile search vs mobile discovery
DESCRIPTION
There are fundamental differences between searches on the Internet versus the mobile phone; mobile content is structured content and does not work in a similar fashion to the highly unstructured and dynamic nature of the World Wide Web.TRANSCRIPT
MobileSearchVs.
MobileDiscovery
MostincumbentinternetsearchcompaniessuchasGoogle,Yahoo,MSNandnewstart‐upsinthemobilesearcharenaareplacingsignificantemphasisonsearchfunc6onalityinthemobilespace.
Theyareallcompe?ngheavilytoemulateinternetsearchfunc?onalityonthemobile.
Thereisnoques6onthatthisfocuswillstrengthenthevalueproposi6ontotheenduser;howeveritdoesnotaddressanumberoffundamentalissuesthatthemobilehandsetandthemobileenvironmentingeneralpresent.
Strategicallyits?llmaintainsthemobileoperatorasapipeandmakessearchthegatewayforallac6vi6esmadebytheconsumers.
Lastbutleast,therearefundamentaldifferencesbetweensearchesontheInternetversusthemobilephone
1.Mobilecontentisstructured
DoesnotworkinasimilarfashiontothehighlyunstructuredanddynamicnatureoftheWorldWideWeb.
2.Mobilecontentisnotastextbased
asthemarketseemstothink.
Fortheforeseeablefuture,mobilecontentwillbebasedonimages,music,videos,mobileTV,mobilegamesandinfotainmentservices.
3.Searchisreac?venotproac?vewhilemobilecontentpurchasescanalsobeclassifiedasimpulsepurchases.
Understandingtheuser
Withoutaddressingconsumertastesandthelackofop6onsavailabletotheenduser;advancedsearchfunc?onalitywillonlyallowuserstofinditemsfromanalreadylimitedcontentofferingfaster.
Givinganenduseranexactsearchresultrelatedtoakeywordorwordsprovidedisnotcomprehensiveenough,therehastobearankingsystemtoiden6fywhatthebestsearchresultforthatqueryis.
Manysearchenginesonmobilealsorequiretheendusertospecifynotonlywhatitemtheyarelookingforbutalsothecontenttype.
Thisprocessinitselfis6meconsuminganddoesnotbeEertheexperiencefortheenduser.
Mooga’sapproach
Mooga'susesa"wisdomofcrowds"approachtoaddrelevance/rankingtosearchresults.
Thepowerofcollec?veintelligenceofallsubscribersisusedtodeterminewhatthetopsearchresultsforapar?cularqueryshouldbe.
Mobileconsumerswantanswersdirectlyandquicklyanddon'thavethe?meortheinclina?ontogothroughthousandsof"relevant"results.
Thisrankingalgorithmcon?nuouslyevolvesbasedonthecollec?vewisdomofallusersandtheirhistoricalaggregatedinterac?onswithMooga.
.
Ifanenduserusesagenericsearchtermlikecricket,theMoogaRankingAlgorithmdeterminesthemostrelevantcontentforcricketirrespec6veofcontenttypes.
Theseresultsareinfluencednotonlybypopularitybutseveralotherfactors.
MoogaiSearchhasacknowledgedthelimita?onsthemobilemediumcreatesandhasbeendevelopedtomaximizetheuseofthespaceavailable.
Allitemssearchedforareincontextfortheenduser.
Theresultisarapid,relevantsearchprocessandincreasedusersa6sfac6on.
MoogaiSearchhasacknowledgedthelimita?onsthemobilemediumcreatesandhasbeendevelopedtomaximizetheuseofthespaceavailable.
Thisinturnensuresincreasedreten?onandahighernumberofdownloads.
Italsoallowsforasignificantlyhighernumberofrelatedandrelevantitemstobeplacedwithinreachasaresultofasearchquery.
• IKenSolu6ons,isasoMwareproductcompanyspecializedinintelligentbusinesssystemsbackedbyhybridAr6ficialIntelligencetechniques,expertsystem,case‐basedreasoning,neuralnetworksandgene6calgorithms.
• IkenSolu6onsisanIITBombayresearchspin‐off.
• Ikensolu?onsawards:
• WinnerTIECANAANentrepreneurchallenge2008.
• IkenhasbeenawardedwithadirectentryintotheMicrosoWStartupAcceleratorProgram2008
• Silverawardfor“BestTechnologyInnova?on”attheMobileContentAwards2008inLondon.
IkenSolu?ons
www.iitb.ac.in www.sineiitb.org
