This report explores the evolution and transition from “traditional” wireless directory assistance (DA), where the revenue is supplied by consumers on a pay-per-use basis, to a “free,” potentially ad-supported model we’re calling speech-enabled mobile search (SEMS). In 2006, wireless carriers, device makers, mobile subscribers and advertisers combined to spend more than $4 billion on resources that used spoken words to extend the ability to search onto mobile devices. By 2010, that dollar value will exceed $7.5 billion.

SEMS is one of basically four flavors of mobile search based on the current segmentation of the mobile user experience: Voice (SEMS), WAP, Text/SMS and downloaded mobile search applications. However, these categories or “modalities” may merge or blur significantly over time. In subsequent reports, Opus Research will explore the challenges and opportunities associated with the broader range of mobile search experiences and modalities. All future discussions will grow from this assessment as we forecast the transition of directory assistance traffic to advertiser-supported local search and, ultimately, SEMS.

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Categories: Reports