Mobile Local Search

I just received an email flier promoting a Mobile Local Search conference. I briefly considered the idea of attending or speaking, but decided not to. Interestingly, this came the same day as a recorded interview with VC Chip Austin of mobile-focused i-Hatch Ventures by mocoNews, which covers a bit about the local search space.

I see mobile local search as an enabling technology, like voice over IP (or IP itself). Or even Google. Take a search of online assets - business listings, tourist listings, movies, classified ad listings, and service points like ATMs - and filter or sort them by location. It's that simple.

It's that simple, and that powerful. But any company with a strong location database is in pretty good shape, as are the search providers. There are opportunities for some wild-eyed startups in the space, but perhaps not for the core offering. Go2 has been in this space for ages; Infospace officially was but never seemed to get past business and person listings. It was never as compelling as Go2's offerings (which are only getting better as location becomes available).

I'm more interested in leveraging local search for other services. Do you have a special interest in antique stores? A recurring search of your location can let the phone alert you when a store is nearby; this will feel like push messaging. On a road trip near lunchtime? Get a summary of all food options available to you without having to backtrack. On that same roadtrip and about to pass the last opportunity for gas/lodging/food for a long time? Get an alert.

Yes, mobile local search can be monetized directly. In fact, considering that 411 costs over $1 per call, there is a fascinating niche available for pay-per-use if the operators can avoid requiring data plans to use it and the service can be accessed directly from the device menu rather than through a browser (I think I just described a widget). Another method of monetization is the ever popular dreaded advertising. While advertising is more difficult for the small mobile screen, it is feasible. Our mobile UI pattern library contains some UI solutions for advertising. Solutions exist for display of advertising without being intrusive.