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A new study by The Kelsey Group predicts the future of mobile search will divide itself into three different revenue and usage streams: free, ad-supported directory assistance, mobile search and display ads, and ad-supported “multi-modal” applications (voice-powered software that allows consumers to speak their requests into a handset and get search results onscreen), writes MediaPost.
This year, the number of calls consumers make to free directory assistance numbers such as Jingle Networks’ 1-800-FREE-411 or AT&T’s new 1-800-YellowPages service stands at 270 million. In the next five years, that number will rise to 2 billion, the report predicts. The number of paid calls consumers will make will decline, from 1.6 billion this year to over 1.4 billion in 2012.
Advertisers can also sponsor local search in combination with maps, ringtone finders and other mobile services into multi-modal applications. Mobile service carriers are developing multi-modal apps and partnerships, while Microsoft, with its acquisition of voice-service provider TellMe Networks, is also edging into the space.
“We’re anticipating about 12-24 months before a bunch of carriers start offering unlimited directory assistance, plus maps and other services - either for a low, fixed price per month, or totally ad-supported,” Booth is quoted as saying.
MarketingCharts provides data and charts from the Kelsey Group study, here.
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