The Search is On

Users cannot buy content if they cannot find it, so an increasing number of mobile operators and content providers are scrambling to offer search capabilities, as well as an array of tools to encourage users to explore more of the content at their fingertips. But a business model based on an alliance with just one search engine is fundamentally flawed. On the vendor side, Nokia has launched an initiative to offer customers a comprehensive out-of-the-box mobile search experience that delivers vertical search through a variety of search and content partners. Such example underlines the critical importance of offering users a broad choice of search engines and a balanced set of relevant results going forward.