DOCSLIB.ORG

Mooreland Monitor Mobile Advertising – Fulfilling Its Potential

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Mooreland Monitor Mobile Advertising – Fulfilling Its Potential Mooreland Monitor Mobile Advertising – Fulfilling its Potential November 2013 CONFIDENTIAL Table of Contents . Market Overview and Trends . Investment and Exit Activity . Snapshot of the Ecosystem . Appendices – M&A Transaction Data – Fundraising Data – Mooreland Partners Overview CONFIDENTIAL 2 Market Overview and Trends 3 Mobile Advertising Has Long Shown Great Promise Despite clear hurdles in the early days of the market, companies throughout the technology ecosystem moved rapidly to acquire footholds in mobile advertising. A number of factors limited traction in the market US Mobile Ad Spend early on… ($B) – Ecosystem still finding its way The New Normal (5 Yr CAGR): • Few smartphones, no tablets 2009 Forecast = 81% 2010 Forecast = 43% • Mobile apps and web in their infancy 2011 Forecast = 39% • No 3rd party data / ability to target end-users 2012 Forecast = 44% – Structural issues to overcome • Data privacy and regulation (opt-in advertising, etc.) • OS fragmentation (scattered inventory) • Device and network capabilities (screen size, 2G, etc.) . By 2009, forecasters projected market growth of 80%+ – Estimates were reduced during the Great Recession – but actual performance soon surpassed the initial forecasts . Global leaders were attracted to the potential growth of the sector; some too early, others in line with market growth – 2005-07: Microsoft/Screentonic, Nokia/Enpocket, AOL/Third Screen Media – 2009-10: Google/Admob, Apple/Quattro Source: BIA / Kelsey CONFIDENTIAL 4 Factors Enabling Mobile Advertising More recently, a number of key factors have converged to support the market. WW Connected Device Shipments (mm units) •Millennial Media acquires . Smartphone penetration, Jumptap ($255mm) emergence of tablets •Twitter acquires MoPub ($350mm) and sets IPO terms •Tablets projected to exceed desktop PC shipments in Q4 . Expansion of mobile ad units (search, navigation, in-app, 2013 web, etc.) 2012 •50% of U.S. mobile phone users own smartphones . Enhanced targeting from •Millennial Media IPO, 2011 SingTel acquires Amobee improved data and analytics •Apple sold 55mm ($321mm) 2010 iPads and over •Facebook IPO (real-time, context, location, 150mm iPhones •Windows Phone social, etc.) release •First Apple iPad 2012 US Ad Spend vs. Consumer Time Share by Media 2009 •Apple acquires •First Android- Quattro ($275mm) . Profound shift in how and based tablet 2008 •Google acquires when people consume media •First Admob Android ($750mm) 2007 Phone •First 4G Native IP network . Market leaders achieving the •First iPhone scale and reach required to 2005/06 work with global brands •Market largely SMS-based Source: IAB, October 2013; Morgan Stanley Research, 2011; eMarketer, October 2012; *Non-voice; **Offline reading only CONFIDENTIAL 5 Large and Growing Market Today, the mobile advertising market is well established and rapidly taking share from other forms of digital advertising. Worldwide Mobile Ad Spend ($B) . The mobile ad market is on pace to reach $13.6B this year and shows no signs of slowing down – Spend is expected grow by ~45% over the next 4 years, reaching approximately $37B in 2016 . In 1H 2013, U.S. mobile ad revenues totaled 15%, or $3B, of all digital advertising revenues – Up 145% from the $1.2 billion (7% of total) reported in 1H 2012 . Today, mobile is the third largest digital ad format, pulling share from classifieds, lead gen, and rich media, and likely to pass display/banner shortly U.S. Digital Advertising Market Share by Format U.S. Digital Advertising Market Share by Format US internet ad revenues totaled $20.1 billion for the first six months of 2013 $17.0B Ad Market Revenue $20.1B Ad Market Revenue Source: IAB, October 2013; eMarketer, December 2012 CONFIDENTIAL 6 Investment and Exit Activity 7 Venture Investment in Mobile Advertising In 2011, financing activity in the mobile advertising sector reached its peak. In the two years since, deal volume has remained relatively constant while the amount invested has fallen. 2008 – 2013 Financing Activity 2013 Estimate Methodology - Q4 2013 estimate is derived Aggregate Value Transaction Count using financing from 2008 – $700 2012 (taking Q4 transaction Inmobi funding of $200M excluded for value and100 count relative to purposes of normalizing funding activity entire year’s data) $600 74 80 83 Estimate $500 69 $447 57 YTD Count Transaction 60 $400 52 $316 $300 $304 $104 Estimate 36 40 ($ in millions)($in 40 Aggregate Value Aggregate $200 $191 $169 $177 YTD 20 $100 $0 0 20082008 20092009 20102010 20112011 20122012 20132013 YTD # Investments 36 40 52 74 69 57 Total Investment $191 $304 $169 $447 $316 $177 ($, Millions) Source: Capital IQ, 451 Group, and publicly available information. CONFIDENTIAL Source: Capital IQ and publicly available information. 8 Most Active Investors in Mobile Advertising Since 2008, the five most active financial investors participated in 34 financings, totaling ~$600mm, while the top 5 strategic investors made 18 investments, for ~$130mm. Top 5 Financial Investors Top 5 Strategic Investors Accel Management 9 SoftBank Capital 5 Draper Fisher Jurvetson 9 Google Ventures 4 First Round Capital 6 Gannett 3 Scale Venture Partners 5 Bertelsmann Digital Media Investments 3 Menlo Ventures 5 D2 Communications 3 Transaction Count since 2008 Source: Capital IQ, 451 Group, and publicly available information. CONFIDENTIAL 9 Industry Leaders “Verticalizing” through M&A Industry leaders have maintained a stronghold on the mobile advertising market through acquisition to fill key product gaps and gain scale. Video / Exchange Mobile Server Rich Media CONFIDENTIAL 10 Wide-Ranging M&A Outcomes Early on, the exit environment was a tale of haves and have-nots. In 2010, multiples started to hover in the 3-5x range. 35.0x 37.5x + Revenue Multiple Revenue Note: size of bubble denotes transaction size. CONFIDENTIAL 11 Taking Advantage of IPO Window Over the last 24 months, a handful of adtech companies that have passed through the open IPO window have been providing increasing clarity around performance in the market. As a whole, the group is delivering attractive growth Revenue Growth1 – All companies have delivered growth of at least 35% in recent years and are projecting growth of 20%+ in 2014 . Gross margins in the market largely fall into the 40- 50% range – Marin Software is the exception – avoiding the gross vs. net revenue question that has long plagued the mobile ad market . Profitability has not been a focal point – with all companies in the data set delivering little to no EBITDA Gross Margin1 EBITDA Margin1 Source: Capital IQ, as of October 31st, 2013 CONFIDENTIAL 12 Multiples in the Market Today, trading multiples of public adtech companies point to values that support M&A exit multiples. Precedent Transactions Public Comparables(1) Median Revenue Multiple (2008 – ’13YTD) - 4.6x Median LTM Revenue Median NTM Revenue Multiple: 3.9x 25 Multiple: 3.1x 22 21 4.0x 6 20 19 19 3.9x 5 15 3.1x 10 2.1x 10 9 4 1.4x Transaction Count Transaction 10.4x 5 3 5.6x 5.0x 0 2 2008 2009 2010 2011 2012 2013 YTD 4.2x 2.4x 1 = LTM Revenue Multiples 1.8x = NTM Revenue Multiples Source: Capital IQ, as of October 31st, 2013 CONFIDENTIAL 13 Acquisition “Hot Spots” Current market trends point to a few growing “hot spots” that are increasingly ripe for M&A activity in the near-term. Select Market Trends M&A “Hot Spots” - Ad networks combatting compression in CPM - Performance-driven models (CPI / CPA) pricing - Need for companies to integrate 3rd party and - Social analytics / business intelligence social data to improve conversion - Proliferation of programmatic buying - Real-time bidding/ exchange platforms - Evolution of monetization strategies in the application ecosystem - Revenue optimization / media buying solutions - On-going need for brands / agencies to optimize spend as dollars flow to mobile - App discovery and recommendation engines CONFIDENTIAL 14 Value Considerations in the Market Based on public company performance, precedent M&A transactions, discussions with buyers and sellers, etc., themes around key value considerations in the market have emerged. Market Positioning - Inventory Type - Remnant - Premium - Geographic Reach - Regional - Device / Format Coverage - Global - Cross-Platform - Sales Approach - Siloed - Impression-Based - Performance-Driven Product Differentiation - Underlying Technology Platform - 3rd Party - Owned - Capabilities - Network - RTB, Programmatic - 3rd Party Data - No Integration - Multi-Source Financial Profile - Business Model - One-Time Campaigns - SaaS - Revenue Scale - Sub-$20mm - $50mm+ - Margin Profile - 20-30% - 50%+ CONFIDENTIAL 15 Snapshot of the Ecosystem 16 Mobile Advertising within Broader Digital Marketing Ecosystem Buy-Side Sell-Side Search Search Engine Revenue Optimization Banner Premium vs. Remnant Rich Media/Video vs. Static Apps Publishers / App Developers Brands Agency Display CPA vs. CPM Subscribers Ad Networks Ad DSP / Exchange / DSP Multi- Network Ad Optimization Location-Based vs. Location Agnostic Media Opt-in Messaging Campaign Management / Messaging SMS Data Suppliers Analytics / Targeting Operators / OEMS CONFIDENTIAL 17 Mobile Advertising within Broader Digital Marketing Ecosystem CONFIDENTIAL 18 Appendices - Relevant M&A Transactions Data - Relevant Fundraising Data - Mooreland Partners Overview 19 Relevant M&A Activity ($ millions) Date Enterprise LTM Revenue Announced Acquirer Target Target Description Value LTM Revenue Multiple Targeted location- and behavior-based mobile messaging SaaS for advertisers
Load more

Recommended publications
  • 2017 Colorado Tech
    BizWest | | 2017 Colorado TECH $100 CHEERS, CHALLENGES FOR • Colorado companies help to propel • UCAR, NREL to co-anchor COLORADO’S TECH INDUSTRY fledgling drone industry forward The Innovation Corridor at WTC Denver • Startup creating platform for patents, • Symmetry Storage plans to grow its app crowdfunding, idea protection for storage solutions ‘city by city’ • Two-man company in Fort Collins The Directory: info on innovating backup cameras for autos 2,400+ Colorado Tech Firms Presented by: BizWest GO FAST WITH FIBER Stay productive with Fiber LET’S GET DOWN Internet’s upload and download speeds up to 1 Gig. (Some speeds TO BUSINESS. may not be available in your area.) BE MORE EFFICIENT WITH MANAGED OFFICE Spend less time managing CenturyLink products and services are designed to help you your technology and more on your business. with your changing business needs, so you can focus on growing your business. Now that’s helpful, seriously. STAY CONNECTED WITH HOSTED VOIP Automatically reroute calls from your desk phone to any phone you want. Find out how we can help at GET PREDICTABLE PRICING centurylink.com/helpful WITH A BUSINESS BUNDLE or call 303.992.3765 Keep costs low with a two-year price lock. After that? Your monthly rate stays low. Services not available everywhere. © 2017 CenturyLink. All Rights Reserved. Listed broadband speeds vary due to conditions outside of network control, including customer location and equipment, and are not guaranteed. Price Lock – Applies only to the monthly recurring charges for the required 24-month term of qualifying services; excludes all taxes, fees and surcharges, monthly recurring fees for modem/router and professional installation, and shipping and handling HGGHQTEWUVQOGToUOQFGOQTTQWVGT1ƛGTTGSWKTGUEWUVQOGTVQTGOCKPKPIQQFUVCPFKPICPFVGTOKPCVGUKHEWUVQOGTEJCPIGUVJGKTCEEQWPVKPCP[OCPPGT including any change to the required CenturyLink services (canceled, upgraded, downgraded), telephone number change, or change of physical location of any installed service (including customer moves from location of installed services).
    [Show full text]
  • (12) United States Patent (10) Patent No.: US 8,943,043 B2 Lymberopoulos Et Al
    USOO8943 043B2 (12) United States Patent (10) Patent No.: US 8,943,043 B2 Lymberopoulos et al. (45) Date of Patent: Jan. 27, 2015 (54) DYNAMIC COMMUNITY-BASED CACHE 2007/0100650 A1* 5/2007 Ramer et al. ...................... 705/1 FORMOBILE SEARCH 2007/014.3255 A1 6/2007 Mathur et al. 2007/0214131 A1 9, 2007 Cucerzan et al. 2008.OOO5695 A1 1/2008 OZZie et al. (75) Inventors: Dimitrios Lymberopoulos, Bellevue, 2008.007 1776 A1 3/2008 Cho et al. WA (US); Emmanouil Koukoumidis, 2008, 0071988 A1 3/2008 Schloter et al. 2008, 0207182 A1 8/2008 Maharajh et al. Athens (GR); Jie Liu, Medina, WA 2008/0243776 A1 10, 2008 Brunner et al. (US); Feng Zhao, Issaquah, WA (US); 2008/0270379 A1 10, 2008 Ramakrishna Douglas Christopher Burger, 2009,0287684 A1 11/2009 Bennett Redmond, WA (US) OTHER PUBLICATIONS (73) Assignee: Microsoft Corporation, Redmond, WA Ku et al., “Location-Based Spatial Query Processing in Wireless (US) Broadcast Environments', IEEE Transactions on Mobile Comput (*) Notice: Subject to any disclaimer, the term of this ing, vol. 7, No. 6, Jun. 2008.* patent is extended or adjusted under 35 (Continued) U.S.C. 154(b) by 378 days. Primary Examiner — James Trujillo (21) Appl. No.: 12/692,626 Assistant Examiner — Mohsen Almani (74) Attorney, Agent, or Firm — Steve Wight; Judy Yee: (22) Filed: Jan. 24, 2010 Micky Minhas (65) Prior Publication Data (57) ABSTRACT US 2011 FO184936A1 Jul. 28, 2011 A “Community-Based Mobile Search Cache' provides vari ous techniques for maximizing the number of query results (51) Int. Cl. served from a local “query cache', thereby significantly lim G06F I7/00 (2006.01) iting the need to connect to the Internet or cloud using 3G or G06F 7/30 (2006.01) other wireless links to service search queries.
    [Show full text]
  • Bachelor Thesis
    BACHELOR THESIS Mobile advertising and marketing A study of how location-based services is developing the mobile advertising eco-system and its business models Sixten Sidfeldt Bachelor of Science Industrial and Management Engineering Luleå University of Technology Department of Business Administration, Technology and Social Sciences ABSTRACT Purpose The goal of this research study was to examine the current state of mobile marketing and advertising. With focus on how location-based services currently transforms the mobile advertising ecosystem and its associated business models. Method The research study was conducted in association with different market leading industry actors, residing from diverse ends of the mobile advertising value-chain. This provided a broader spectrum for the study and the research questions sought answers to. The gathered empirical data was compared with existing theories providing possibility for further analysis and ultimately to draw conclusions for the research questions. Conclusion The research study concluded that location-based services will play a pivotal role in the coming years for mobile marketing and advertisement, both from the application perspective but also from mobile search integration. The market of location-based advertising is currently in an early stage, but shows high growth potential. The research study also concluded that location-based advertising follows the theories of regular mobile advertising, with the main exception that everything revolves around location. This provided difficulties for the parties involved, since location adds geodata that can that enable identification of specific end-users, as in the location gate scandal. To overcome this dilemma actors clearly- and openly reveal their strategy, on geodata harvesting.
    [Show full text]
  • Gerrit Heinemann Christian Gaiser the Future of Location-Based
    Management for Professionals Gerrit Heinemann Christian Gaiser Social Local Mobile The Future of Location-based Services Management for Professionals More information about this series at http://www.springer.com/series/10101 Gerrit Heinemann • Christian Gaiser Social – Local – Mobile The Future of Location-based Services Gerrit Heinemann Christian Gaiser eWeb Research Center Chief Executive Officer (CEO) Niederrhein University Bonial International GmbH Mo¨nchengladbach Berlin Germany Germany Translation from German language edition: SoLoMo – Always-on im Handel by Gerrit Heinemann Copyright # Springer Fachmedien Wiesbaden 2014 Springer Fachmedien Wiesbaden is a part of Springer Science+Business Media All Rights Reserved ISSN 2192-8096 ISSN 2192-810X (electronic) ISBN 978-3-662-43963-0 ISBN 978-3-662-43964-7 (eBook) DOI 10.1007/978-3-662-43964-7 Springer Heidelberg New York Dordrecht London Library of Congress Control Number: 2014953248 # Springer-Verlag Berlin Heidelberg 2015 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher’s location, in its current version, and permission for use must always be obtained from Springer.
    [Show full text]
  • Mobile LBS: Status Update & Platform Assessment
    Wireless Media Mobile LBS: Status Update & Platform Assessment Wireless Media Strategies (WMS) Report Snapshot This report provides Strategy Analytics’ high-level outlook for handset-based location-based services. Rising GPS penetration, the growing popularity of taxi- sharing, carpooling, and ride-sharing apps, third-party content integration into popular map applications, and the emerging wearables device category provide opportunities for growth and development in mobile LBS. This report also includes an update of our assessment of global location-platform leaders, HERE, Google, TomTom and Apple. November 2016 Nitesh Patel +441908423621 Tel: Email: [email protected] www.strategyanalytics.com Wireless Media Contents 1. Executive Summary 3 2. Key Trends in Mobile LBS 4 2.1 Reported Mobile LBS Use and Adoption 5 2.2 Mobile Maps & Direction Use in Context 6 2.3 Mobile Location Capability to Boost Emerging Market Opportunities 9 2.3.1 GPS handset penetration rises in the entry tier 9 2.4 New Trends in Urban Mobility 10 2.5 From Maps & Navigation to All-in-One Travel Planning Apps 11 2.6 Wearables Remain a Growth Opportunity 13 3. Location Platform Benchmark Update 16 3.1 Overall Assessment 21 Exhibits Exhibit 1: Overall Mobile Map & Directions Use in Context: Asia, Europe, and the US ............................................... 6 Exhibit 2: Regular Mobile Map & Directions Use in Context: Asia, Europe, and the US .............................................. 8 Exhibit 3: Mobile Map & Directions Use across All Countries ...................................................................................... 8 Exhibit 4 Rising Penetration of GPS Handsets by Price Tier ...................................................................................... 10 Exhibit 5 Global Wearable Device Sales by Type ...................................................................................................... 14 Exhibit 6 The Relative Strengths & Weaknesses of Major Location Platforms ..........................................................
    [Show full text]
  • Mobilelocal Media
    ANALYZING MOBILE WEB AND CONTENT DELIVERY 0 2 . 2 0 . 0 9 MobileLocal Media Going Mobile: The Mobile Local Media Opportunity Analyst: Michael Boland Document: Advisory #09-02 Summary: On Feb. 24, The Kelsey Group will of- mal and increased resources to better define them. ficially launch a new program and dedicated area With MLM we will provide the same research, of coverage called Mobile Local Media, a spin- written commentary, conference programming, off from the Interactive Local Media program. industry engagement and thought leadership that The new program will focus specifically on the have defined TKG advisory services for 25 years. growing content delivery opportunities on mo- An introduction to the mobile market opportu- bile devices. Some of these topics were previously nity, and our scope of coverage, is framed in this covered via ILM. However, cultural and techno- Advisory. It also includes new data from TKG’s logical shifts have compelled us to dedicate for- Mobile Local Media Forecast 2008-2013. ‘This Is the Year’ (Just Like Last Year) market over the past decade. “Is this the year of the mobile Web?” The question has The iPhone represents less than 2 percent of the been heard over and over at technology conferences global cellphone market, but sales are accelerating. The of late. Stepping back, claims of the mobile Web’s device is now the fastest selling handset in the United imminent tipping point have been made repeatedly for States, with 15 million sold to date and almost $5 the past several years. So what’s so special about where million sold last quarter.
    [Show full text]
  • 000148828.Pdf
    III IV V VI VII VIII IX X Objectives......................................................................................................................................................... 1 Motivation ........................................................................................................................................................ 2 Relevance ......................................................................................................................................................... 3 Structure of the dissertation ............................................................................................................................. 3 Part 2 Chapter 1 / FROM PARTICIPATION TO INTERACTION.......................................................................... 9 Part 2 Chapter 2 / THE NEW INTERACTIVITIES ............................................................................................. 15 Part 2 Chapter 2 Subchapter 1 / ASPECTS OF USABILITY & ERGONOMICS ................................................... 18 Navigation & manipulation schema ................................................................................................................. 20 System and application information ................................................................................................................ 22 User interface presentation ............................................................................................................................ 23 Part 2 Chapter 2 Subchapter 2 /
    [Show full text]
  • Location-Based Advertising the Key to Unlocking the Most Value in the Mobile Advertising and Location-Based Services Markets
    Location-Based Advertising The Key to Unlocking the Most Value in the Mobile Advertising and Location-Based Services Markets Written by: Lisa Peterson Rob Groot Edited by: Matteo Luccio 9812 Falls Rd., #114, Suite 300 Potomac, MD (301) 440-6885 www.petersonmobility.com December 2009 Page 1 of 39 About the Authors and the Editor Authors Lisa Peterson is Founder and President of Peterson Mobility Solutions, LLC, a company that provides strategic consulting and professional services tailored to the wireless industry, with emphasis on location-based services and mobile data applications. Peterson Mobility Solutions’ clients include wireless carriers and MVNOs, wireless application service providers, content providers, telecom suppliers, and enterprises. Ms. Peterson has over 17 years of experience in the telecom industry, with proven success in analyzing markets and developing winning product, marketing, partnership, and channel strategies for wireless voice and data service providers. Prior to forming a consulting practice in 2006, Ms. Peterson held management and senior staff positions in Products & Services, Marketing, Network Engineering, and Finance at Sprint-Nextel and MCI Communications (now Verizon Business). Most notably, as a Sr. Manager at Sprint-Nextel, Ms. Peterson helped to pioneer Location Based Services by cultivating relationships with LBS software developers and device manufacturers to successfully launch and monetize a wide array of wireless GPS-enabled enterprise and consumer applications. Key accomplishments included the launch of the first, mobile phone-based, MRM and GPS Navigation solutions in the U.S. Ms. Peterson is a subject matter expert in wireless location technologies and is a frequent speaker at industry conferences and events.
    [Show full text]
  • Bilkent-Graduate Catalog 0.Pdf
    ISBN: 978-605-9788-11-3 bilkent.edu.tr ACADEMIC OFFICERS OF THE UNIVERSITY Ali Doğramacı, Chairman of the Board of Trustees and President of the University CENTRAL ADMINISTRATION DEANS OF FACULTIES Abdullah Atalar, Rector (Chancellor) Ayhan Altıntaş, Faculty of Art, Design, and Architecture (Acting) Adnan Akay, Vice Rector - Provost Mehmet Baray, Faculty of Education (Acting) Kürşat Aydoğan, Vice Rector Ülkü Gürler, Faculty of Business Administration (Acting) Orhan Aytür, Vice Rector Ezhan Karaşan, Faculty of Engineering Cevdet Aykanat, Associate Provost Hitay Özbay, Faculty of Humanities and Letters (Acting) Hitay Özbay, Associate Provost Tayfun Özçelik, Faculty of Science Özgür Ulusoy Associate Provost Turgut Tan, Faculty of Law Erinç Yeldan, Faculty of Economics, Administrative, and Social Sciences (Acting) GRADUATE SCHOOL DIRECTORS Alipaşa Ayas, Graduate School of Education [email protected] Halime Demirkan, Graduate School of Economics and Social Sciences [email protected] Ezhan Karaşan, Graduate School of Engineering and Science [email protected] DEPARTMENT CHAIRS and PROGRAM DIRECTORS Michelle Adams, Neuroscience [email protected] Adnan Akay, Mechanical Engineering [email protected] M. Selim Aktürk, Industrial Engineering [email protected] Orhan Arıkan, Electrical and Electronics Engineering [email protected] Fatihcan Atay, Mathematics [email protected] Pınar Bilgin, Political Science and Public Administration [email protected] Hilmi Volkan Demir, Materials Science and Nanotechnology [email protected] Oğuz Gülseren, Physics [email protected] Ahmet Gürata, Communication and Design [email protected] Meltem Gürel, Architecture [email protected] Refet Gürkaynak, Economics [email protected] Ülkü Gürler, Business Administration (Acting) [email protected] H.
    [Show full text]
  • An In-Situ Study of Mobile App & Mobile Search Interactions
    An In-Situ Study of Mobile App & Mobile Search Interactions Juan Pablo Carrascal Karen Church Pompeu Fabra University Yahoo Labs [email protected] [email protected] ABSTRACT queries directly from within these apps. For example, Yelp When trying to satisfy an information need, smartphone users can be used to search for local businesses, Google Maps can frequently transition from mobile search engines to mobile be used to find directions, while IMDB can be used to look for apps and vice versa. However, little is known about the na- movie reviews. Thus the boundaries between mobile search ture of these transitions nor how mobile search and mobile engines and mobile apps have become blurred. apps interact. We report on a 2-week, mixed-method study Smartphone users sometimes switch between mobile search involving 18 Android users, where we collected real-world and other mobile apps to satisfy their information needs. mobile search and mobile app usage data alongside subjective Brown et al. [4] describes one such switching interaction insights on why certain interactions between apps and mobile in which mobile search and mobile maps are used inter- search occur. Our results show that when people engage with changeably — with search being used to find information mobile search they tend to interact with more mobile apps about certain places and maps being used to get directions and for longer durations. We found that certain categories of to those places. It’s likely that such switching interactions apps are used more intensely alongside mobile search. Fur- occur across a diverse range of everyday apps, i.e.
    [Show full text]
  • Mobile Search Use Cases Mobile Search Use Cases
    E EDUC AT IO N Mobile Search Use Cases Mobile Search Use Cases Introduction................................................ 01 AOL Use Cases........................................... 02 iCrossing Use Cases..................................... 03 InfoSpace Use Cases.................................... 04 JumpTap Use Cases..................................... 05 Medio Systems Use Cases .............................06 Microsoft Use Cases..................................... 07 Openwave Use Case..................................... 08 V-ENABLE Use Case.....................................09 Conclusion................................................. 10 Who We Are ...............................................11 The materials found in this document are owned, held, or licensed by the Mobile Marketing Association and are available for personal, non-commercial, and educational use, provided that ownership of the materials is properly cited. Any commercial use of the materials, without the written permission of the Mobile Marketing Association, is strictly prohibited. Mobile Marketing Association Version 87 www.mmaglobal.com © 2007 Mobile Marketing Association, 1670 Broadway, Suite 850, Denver, CO 80202 Mobile Search Use Cases Introduction - JumpTap -- Search for a bank in Los Angeles - JumpTap -- Mobile operator promo for NASCAR Mobile search has been discussed and reviewed throughout the - Medio Systems -- Search for a Killers ringtone mobile, Internet and advertising industries over the past few - Medio Systems -- Shopping for a Honda minivan
    [Show full text]
  • Mobile Computing with Web 2.0: Current State-Of-The-Art, Issues and Challenges
    https://doi.org/10.48009/2_iis_2008_523-529 MOBILE COMPUTING WITH WEB 2.0: CURRENT STATE-OF-THE-ART, ISSUES AND CHALLENGES Hiren Nagar, Illinois State University, [email protected] Billy B. L. Lim, Illinois State University, [email protected] ABSTRACT: devices. It promises to transcend beyond the limitations The mobile computing with web 2.0 is considered by of the previous generation of mobile devices, enhancing many as the next big wave riding in the field of mobile and enriching the overall experience of using the web computing. Many industry leaders in the web, telecom, through these tiny devices. and cell phone manufacturing arena are taking active interest in exploiting the power of web 2.0 and applying Mobile web 2.0 is about leveraging the power of the it on the mobile platform to bring to the users a set of web, integrating the web services and their features on new and innovative services. With the advanced mobile the mobile platform, and providing the users the rich web services, there are challenges for the design and experience they enjoy on desktop applications. Mobile implementation of the user interfaces for these services. web 2.0 focuses on harnessing the strength and Further, issues such as the lack of open access from capabilities of the applications supported by web 2.0 telecom carriers and lack of open standards for and extends them to the mobile platform, making it application development represent major hindrances to more powerful and usable. The concept of mobile 2.0 mobile web 2.0 becoming a true success in the mobile does not limit itself to only a traditional handheld computing world.
    [Show full text]