The Rise of the Mobile Mammals

I have been is search for over a decade and ever since 2000 each year has always been “the year when mobile breaks through” and it never was. Indeed, it felt like it never would. As smart phones emerged blinking into the dust of the 2008/2009 recession it was still the mighty search owned by Google executed on the mighty Desktop controlled by Microsoft that ruled the roost striding like tyrannosaurs through the verdant jungles of a the online Silurian epoch….(is that the right epoch.?) In any event the amount of usage grew rapidly spawning a plethora of cute apps dedicated to wasting our time and still it wasn’t quite the year mobile search broke through.

I was at Search Engine Strategies last week where the Geek and the Good of our industry meet to kibitz about Google’s plans to conquer the world and how they can best ride those coat tails. Talking to folks and sitting through the presentations (well a good sub set of them any how) you could be forgiven for thinking that the desktop was dead…or perhaps had never been invented. The dash to mobile devices of all kinds has the search world scrambling for solutions. Best guesses have search volumes from mobile devices out stripping desktops by 2015 latest. Mobile devices bring their own problems, the small real-estate limits advertising opportunities but the fact that they are inherently locally target-able generates enormous opportunity. The other thing with mobile devices (especially phones) is that they are…well phones. Phones (as old fashioned as they may seem) work terrifically for local transactions. We have focused on pay per call delivered through all forms of new media and mobile looks like being the most effective channel. It makes perfect sense and it’s a trend that seems to be catching fire.

Mobile devices have finally come into their own…and it looks like they may well take on a much greater role than we ever envisaged back in the early 2000’s. Back then we saw it as augmenting the desktop or laptop. Nowadays it’s entirely replacing it. For example, for the two days I was at the conference I kept in touch, did email surfed the web and did various social media things all from my iPhone. All aspects of search, social local and mobile have hit critical mass and look like they may just take over the world. What’s interesting from a search point of view is that Google who has ruled the roost for years now has an unexpected competitor in Apple. Google has fought and conquered Yahoo and Bing for years….now almost out of the blue comes Siri from Apple. Apple is also dropping Google Maps from its devices. It was interesting as to how concerned the Google Guy Matt Cutts seemed to be about Apple. When challenged by a questioner from the audience about their new Knowledge Graph cannibalizing web site owners content he pretty much said “if we don’t do it Apple will.” It will be interesting to see if the mobile mammals will be able to give the desktop dinos a run for their money.

One thought on “The Rise of the Mobile Mammals

  1. Important article!
    Your important insight: “…We have focused on pay per call delivered through all forms of new media and mobile looks like being the most effective channel….” became a fact due to LikeBiilions who developed “Pay per call & Control” technology.

    This effective advertising model will change the way users and call center agents talking and execute sales!

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