The Mobile Marketing Association (MMA) has launched a new educational resource for marketers - a white paper on mobile search.
Developed by the MMA’s Mobile Search Task Force, the paper provides an overview of search on the mobile Internet, outlining how it differs from traditional web-based search, how it meets the needs of consumers and the opportunity it provides to operators and marketers.
It also discusses mobile search challenges, strategies and business models, incorporating case studies from JumpTap and Medio Systems Inc.
The MMA Mobile Search Task Force, chaired by AOL LLC and JumpTap, came together to develop common business models, operating procedures and technology interfaces that allow operators to offer an integrated, carrier-branded mobile search experience to their subscribers, as well as help brands and content providers to monetize their opportunities in the mobile ecosystem.
This white paper was developed in collaboration with representatives from Miscrosoft (MSN and Windows Live), Publicis NA (denuo Group, Leo Burnett & Starcom), Nielsen Mobile, Yahoo!, Aegis Mobile, and Alltel Wireless.
It’s available to download here.
The white paper is just one of the MMA’s extensive library of information and resources available for use, from basics such as the Mobile Marketing Industry Overview and the more advanced MMA International Journal of Mobile Marketing.