| 1530 -
1700 |
M.2.3
Mobile Search, Location-based Services and the Next Big
Things in Value Creation
Approximately 45 people attended the session. The chair
opened the session, followed by a thorough overview from
Ayvazian, then Bayle presented a good summary from a service/search
provider perspective, followed by Weaver, who represented
the advertisers’ perspective very effectively. The
chair summarized and then there were several questions from
the floor. Based on the Q&A and feedback after the session
this was an engaging topic, and went into a good level of
detail on an important issue.
Key points:
Ayvazian:
- PC based search solutions will not work on mobile
- Too many services today are not obviously consumer centric,
but are built based on carrier capability, not consumer
need
- The intersection of presence and location provides interesting
advertising opportunities
Bayle:
- PC and mobile are not the same from a search perspective
- Location aware is not the same as location based (i.e.
services need to be sensitive to location information,
but not assume a user is in the place they need the information
about)
- Yahoo! is well placed in this market, with good applications
and monetization in market. They are very interested in
working with partners in this area
Weaver:
- Mobile advertising is very new, even on the PC the advertising
world is still catching up
- Advertisers have very rigid methodologies, it behooves
providers of new technologies to make their offering look
as much like traditional offerings as possible as far as
advertisers are concerned
- Converged media is hard to fit into existing models,
Michael gave an example of an embedded video image, which
could be described in several different ways, making it
complex to track and monetize.
Chair:
ED SIMNETT, Product Strategist, Windows Live Mobile Search,
Microsoft, USA
Presenters:
MICHAEL BAYLE, Yahoo, Inc., USA
BERGE AYVAZIAN, Chief Strategy Officer, Yankee Group, USA
View Presentation
MICHAEL WEAVER, Microsoft Advertising Solutions |
