1. Xiaobin Zheng April 13 th, 2010

2. Outline Mobile search Mobile Web Types of services Case Study: Google Search for mobile Yahoo! Search for mobile Conclusion Figure 1. Example Mobile Search Engine

3. 1.Mobile Search: Search on mobile devices Search contents on Mobile Web More and more market with Web 2.0 app. and 3G Can the traditional Search Engines apply directly? Answer: No. Limitations, different features & needs. Different types

4. Comparisons: Web Search: Mobile Search: PC based More bandwidth Various Topic Large amount of resources available on the web More keywords and returned results Mobile devices based Bandwidth limited Usually in some specific areas Resources limited by devices and limited resources on Mobile web Less keywords, results easy to scroll

5. 2.Mobile Web: Overview Definition: using a mobile handheld device to access the world wide web Using WAP to deliver contents to mobile devices Resources limited by Browsers and OS on the phone Sometimes need proxy/gateways

6. WAP: Wireless App. Protocol Web pages on Mobile web specifically designed Mobile device access contents using WAP WAP browsers can only access pages written in XHtml and WML rather than HTML Limitations comes! WAP 1.0 -> WAP 2.0

7. Relations between markup languages: Figure 2. relations between html, XHtml and WML

8. Mobile Web: Limitations Screen size Bandwidth and speed  message size and page size Only one page can be displayed at a time Difficult to navigate No support of scripting language Limited types of pages accessible: XHtml and WML Thus need specific designs.

9. 3. Different types: 3.1 Two types of mobile search: By source Mobile web search Web(Internet) based search returns only WAP pages Benefit: easy to apply Limitations: Not so many quality pages; Outdated and dead links; Pages filtered from internet and converted to supported types Benefit: rich resources Limitations: Need the web search engine and phone carrier to coorperate with each other;

10. 3.2 Types of web search service: Early days: SMS: short message service (weather, flights) using text message requests MMS: multi-media message service (ringtones, wallpapers and small videos) Now: Web search and media search by browsing Location based service (restaurants, theaters, transportation)

11. 4.Case study: 1. Yahoo! Search for mobile Figure 3. Yahoo! Search for Mobile

12. Features: Location based service provided Internet(based) Personalized search Figure 4. Yahoo! Search for Mobil (2)

13. Case study 2: Google Search for Mobile Main site: Location based: Images: Figure 5. Google Search for Mobile

14. Similarities: Provide location based services Need to support HTML pages Support personalized settings Multi media search Who wins ?

15. Market stat.: From “State of the Mobile Web”, Jon von Tetzchner, Opera Software, January 2010 Figure 6. Statistics in US on Jan. 2010

16. Applications built on Mobile Search Example: Apple Application iQ Mobile Search: a tool to search popular search engines Figure 7. IQ Mobile Search tool

17. 5. Conclusion: Market growing fast Mobility Limitations Location based services More applications Advertising New markup language? New Service Model? Security

18. Thank you! Questions?