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Social-assisted search - a new direction for mobile search? Steve Ives Oct 2007

Social-assisted search - a new direction for mobile search? Steve Ives Oct 2007. Taptu - 8 key facts. Founders: Steve Ives, Stef Butlin, Bob Last (ex Trigenix, Qualcomm). Passion: creating a simpler, faster, more reliable mobile search. Expertise: search algorithms + mobile user experience.

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Social-assisted search - a new direction for mobile search? Steve Ives Oct 2007

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  1. Social-assisted search - a new direction for mobile search? Steve Ives Oct 2007

  2. Taptu - 8 key facts Founders: Steve Ives, Stef Butlin, Bob Last (ex Trigenix, Qualcomm) Passion: creating a simpler, faster, more reliable mobile search Expertise: search algorithms + mobile user experience Service launch: across Europe and America from October 2007 Innovation: 12 key patent applications filed in mobile search Founded: September 2005 Team: 27 at Science Park, Cambridge, UK Existing Teams: Development (10), Content research (7), Mktg (3) User experience (2) Investors: Sofinnova and 3i initial round in December 2006 Slide 2

  3. New mobile ecosystem • More bandwidth: EDGE, HSDPA, WiFi phones, WiMax • More processing power & memory: enabling big improvements in user interfaces (iPhone) • Increasing off-portal mobile internet traffic(10-20% in US, 40-60% in W. Eur) • More mobile-friendly Web content (5.7m dotMobi and WAP pages, up from 2m over 12 months) Slide 3

  4. Implications • Mobile browsing will take off, especially off-portal • Clusters of devices emerging:laptops (0.8-1.2MP), HiPhones, (160-300KP), MidPhones (80KP) , LoPhones (<40KP) • As content broadens, search becomes the de-facto interface to all mobile content • But mobile search must work well across all device clusters Slide 4

  5. Reality check: mobile search today • Small screen issues • need for brevity • 10 taps or under • Mobile network issues • network latency • inspection of results • data charges • Relevancy issues • desktop Webcontent often not mobile-friendly Desktop internet: 490bn searches pa Mobile internet: 3.1bn searches pa Sources: Nielsen Netratings May 2007, M:Metrics Feb 2007, Pew Internet May 2005 Slide 5

  6. The Smyth & Cotter experiment % users 12 100 Click-distance model of mobile navigation 80 Mobile Search Engine 1 (36) 60 40 20 0 5 10 15 20 50 Number of clicks + scrolls Smyth + Cotter Springer Verlag 2002 Slide 6

  7. Lateral thinking needed Slide 7

  8. Sexy The Long Tail Britney Pamela Anderson 10% 90% Social Web+ user-generated content 1,000X 10 10000 Chris Anderson, Wired Magazine, Oct 2004 Slide 8

  9. Social metrics Slide 9

  10. Social graph Slide 10

  11. Taptu architecture Web feeds extensible for new types Wiki Travel Film/TV News Other Music Purifiers Trustedsources: Wikipedia Other wikis Myspace Tripadvisor IMDB etc + Mobile Web CSOs Indexes, ranking & metrics searches results Device info User history Knowledgebase Location PagePack query server Slide 11

  12. Click-distance analysis % users 12 Social-assisted(music, fact-finding) Conventional 100 80 60 40 20 0 5 10 15 20 50 Number of clicks + scrolls Smyth + Cotter Springer Verlag 2002 Slide 12

  13. Summary • Mobile content growing fast, as is mobile browsing • Realization that search is the de-facto interface to the online world, as content increases • Mobile search needs to work better - usability gap • Social-assisted mobile search can drastically improve usability – 30 clicks down to 8 • Now we need to extend to all the other categories, from 25 items to 1 billion items Slide 13

  14. starting with music & fact-finding:www.taptu.comhttp://taptu.mobi Slide 14

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