THIS IS INTERESTING!
DD:JumpTap's Breakthrough Mobile Search Keyword Sales Program Set To Increase Revenue For Mobile Operators / 17/01/2006
Top Mobile Search Categories Revealed
LONDON, January 17, 2006 - JumpTap, Inc., today breaks new ground in the emerging mobile search market by launching a hosted Keyword Sales Program for the wireless industry, which will enable mobile operators to tap into significant new revenue streams from third parties, such as advertisers and content providers.
Launched to the European marketplace at the first Mobile Search & Discovery conference (17-18 Jan., Café Royal, London), the JumpTap mobile search solution is designed specifically to address the needs and preferences of mobile device users. JumpTap's Keyword Sales Program allows mobile operators to leverage the vast potential of performance-based marketing by bringing turnkey, Pay-per-Click and Pay-per-Call programs to mobile handsets.
Search engine marketing, also known as keyword advertising or Pay-per-Click represents a revenue opportunity that is already ubiquitous on the Internet. JumpTap's Keyword Sales Program presents targeted, keyword-based ads and content to mobile users at the precise moment those users express interest in specific goods and services. JumpTap's Program handles the entire fulfillment operation for mobile ads and inventory from advertiser management to billing and collections. Making it easy for mobile operators to capture mobile search revenue, JumpTap sends mobile operators a cheque every month as a share of the sponsored links and calls which occur on the operators' networks.
Dan Olschwang, JumpTap CEO, says, "We are excited to support this first ever Mobile Search dedicated conference and to utilise it as a platform to launch JumpTap's Keyword Sales Program for mobile search to the European marketplace. JumpTap addresses the mobile data market's growing need for mobile-specific search solutions and delivers them to wireless carriers with a significant ROI."
Olschwang, a keynote speaker at the conference, comments further, "JumpTap's carrier-centric focus, mobile-specific search experience and pure mobile ad inventory set us apart in the mobile search market. Our comprehensive, carrier-aligned business and technology strategy not only makes us a valuable partner to mobile operators but positions us well to interface to merchants and advertisers with content and services to sell to mobile users."
Matt Hatton, Senior Wireless Analyst, Yankee Group says, "Mobile Search is a top priority for mobile operators in 2006. The mobile industry needs to help subscribers navigate the increasingly broad range of services and content available today. Traditional discovery tools, such as the structured operator portal, will not be capable of dealing with the future demands of users and content providers. As well as improving the user experience, search tools also offer mobile operators the potential to generate additional revenue from advertising and sponsored searches."
JumpTap today also announced the first statistics for its live mobile search deployment. Despite conventional wisdom that the numeric keypad would be a barrier for mobile search text entry, searchers still entered unusually long queries, including "don't you wish your girlfriend was hot like me", "the killers all the things that i've done", and "what are you doing the rest of your life". The first example query, referring to a ringtone by the Pussycat Dolls, is 45 characters long.
For the month of December 2005, the type of search for the top 100 queries included:
27% Categories. Top 3 terms searched: Christmas, Hockey, WWE (Worldwide Wresting Entertainment).
22% Adult. Top 3 terms searched: Sex, Porn, Girls.
20% Artist Name. Top 3 terms searched: Eminem, 50 Cent, Madonna.
14% Game. Top 3 terms searched: Tetris, Poker, Snake.
9% Music Genre. Top 3 terms searched: Country, Themes, Reggae.
5% Music Title. Top 3 terms searched: My Humps, Jingle Bell, Gold Digger.
3% Website Names. Top 3 terms searched: Google, MSN, Yahoo.
This first live service has immediately yielded valuable data, including the ability to identify and predict purchasing trends. For example, Eminem and 50 Cent topped the artist query charts in December 2005, but in early January 2006, Nelly and Beyonce have been the fastest growing artist queries. Using such data, JumpTap offers merchandising recommendations about digital content and services to its customers and partners.
The JumpTap hosted solution for Mobile Search includes:
Keyword Sales Program -- JumpTap's Keyword Sales Program delivers targeted, keyword-based ads and content to mobile users searching for goods and services. Available as Pay-per-Click and Pay-per-Call, the program pays carriers for user-selected sponsored links. It includes an auction system for keywords, advertiser support services, and mobile ad inventory built by JumpTap.
Search Engine Designed for Mobile -- The search engine provides the most accurate, relevant results for mobile content, aggregating a wide variety of carrier-approved content from within the walled garden and carrier WAP portal, as well as out-of-garden content from WAP sites and web sites. User-aware and location-aware, the search engine indexes carrier content databases and leverages carrier network assets, with a hosted offer designed to reduce implementation time.
Intuitive User Interface -- Available in WAP or as a Java application, JumpTap's carrier-branded user interface is intuitive for mobile phones. Designed for speed and ease-of-use, it features simple query entry, quick navigation and precise use of limited mobile device screen space. The user interface uses suggestions to speed query entries, ultimately reducing clicks-to-content.
