MocoNews - Unhealthily Obsessed with Mobile Content - Mobile Search Unlocks New Content & Must Form Basis Of Off-Portal Strategy, IDC Research Says

location based services
Mobile operators must base their strategies on mobile search, harness user-gen content to drive traffic and embrace advertising as a new revenue source. This is the message of new IDC research that assesses the new opportunities in wireless and the mindset operators will need to take advantage of them. According to Paolo Pescatore, research manager for IDC’s European Wireless and Mobile Communications Service, mobile search will open up new possibilities, based on user behavior, allowing further customization and personalization to take place. Search will also form the basis of an array of information-based services and will not just be simple word searches. Mobile advertising is the other side of the coin. IDC believes that advertising will be used to subsidize and promote the adoption of services. For mobile operators, it will be a new revenue source that will bridge the gap between voice and data. (The release isn’t posted, but there are more details here.)