Mobile Search: Growth of Voice and Local Search Challenge the Dominance of Google
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Mobile Search
Growth of Voice and Local Search Challenge the Dominance of Google

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Web search has become the way to navigate the Internet and today supports a multibillion dollar industry dominated by Google. It is also the largest and fastest-growing segment of the digital advertising industry. The smartphone boom is creating increasing demand for mobile Internet services, and search is becoming an important method of finding information on this platform. Today it is a dynamic, growing opportunity.

Although Google has a strong position in mobile search, it is unclear if the search giant will be as dominant as it is on the desktop because of a number of important trends, notably voice and local search. While voice is becoming an important trend driving mobile search, language differences are likely to benefit local or first movers in different regions. The development of voice recognition into a personal digital assistant offers new opportunities and is being integrated into platforms and devices. Location is also a key element of mobile search, and players from different industries have been drawn into the local search opportunity.

This report looks at all these developments, providing an overview of the mobile search market that puts it into the context of digital advertising, mobile communications and search in general. We look at different trends and developments, examine the different value chains and highlight the positioning of key industry participants. Market size and forecasts are also provided at a global and regional level, with some additional breakdowns such as messaging and local search.

Key findings include:

  • The mobile search market generated revenues of US$901m in 2010, equivalent to around 3% of total search revenues. The boom in the adoption of smartphones is the key market driver. In 2015 we forecast total mobile search revenue to reach $8bn, equivalent to around 11% of total search revenues and representing a CAGR of 55%.
  • Mobile search makes up around a quarter of total mobile advertising revenue, but this will increase rapidly and is forecast to exceed 40% in 2015.
  • Although Google already has a strong position in the mobile advertising market, a range of established and new players are challenging its dominance. Voice and local search are important trends, providing opportunities for new and established players. Operators and handset vendors have a strong position in the value chain to influence the success of mobile services.

Highlights from the latest report "Mobile Search"
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Key questions answered include:

  • How can service providers capitalize on recent developments in mobile search?
  • What are the important trends underlying the growth of mobile search?
  • What are the key mobile search technologies?

Target audience

Service providers:
This report will help you think through ways to capture a greater share of mobile search revenue by understanding customer needs and learning lessons from the mobile search business models of other providers.

Companies mentioned in this report include:

America Movil

Bharti Airtel
Boost Mobile

China Mobile
China Unicom


Mobile Search: Growth of Voice and Local Search Challenge the Dominance of Google is part of Pyramid’s research report series. A blend of primary research and qualitative analysis, Pyramid’s research reports offer comprehensive coverage of the fixed and mobile communications space and enable those in the communications industry to stay ahead of changing market dynamics. For more information about this report, please contact us via email at or telephone at + 1 ( 617) 747-4100.

Author: Jan ten Sythoff, Julian Morrison, Leslie Arathoon

Publication Date: March 2011

Price: $3,495.00   

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