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O2 signs mobile search deal with Yahoo

Agreement will also see Yahoo Mail delivered across MMS networks; doubles Yahoo's total addressable market to 200m mobile users. O2 and Yahoo announced a partnership agreement which will see the Internet company provide mobile search and advertising services to O2 customers in Europe and Latin America.

The deal will see Yahoo's total addressable market for mobile search extended by approximately 100 million users.

Monday's agreement builds on six carrier agreements in Asia announced by the Internet giant in May.

"This deal has doubled our addressable market which now stands at over 200 million people," said Mitch Lazar vice president of business development, Yahoo mobile division.

O2 customers will now be able to use Yahoo's oneSearch product - a mobile search platform that delivers instantaneous results that don't require the same number of clicks as a typical Internet search.

"Internet searching doesn't translate well from the desktop to the mobile," Lazar commented to Total Telecom.

He explained that Yahoo developed oneSearch from the ground up to "deliver results with instant gratification."

Lazar is buoyant about the development of the mobile Web, commenting that three trends – the move towards flat rate data charging, the introduction of more intuitive user interfaces on handsets, and the rollout of high speed networks such as 3G and HSDPA – are encouraging customers to make more use of the Internet while on the move.

However, he also spoke of the need to develop products specifically for the mobile as a means to drive uptake, "otherwise [users are] never going to engage with the mobile Web."

"You can't just extend the Web to the mobile," he said.

In keeping with this approach, oneSearch delivers results with content designed specifically for the mobile screen, by Yahoo's content partners at the top, followed by links to other relevant WAP sites, then finally results from the Internet that are subsequently transcoded accordingly to appear properly on the handset.

Monday's announcement will also see O2 customers able to access their Flickr photo sharing accounts from their mobiles, a prospect that Lazar is confident will prove popular.

"One of the attractive elements of the mobile phone is its camera," he said, which, coupled with the mobile Internet, "will allow users to engage in the online community in a wire free way."

"It's compelling for everyone," he commented.

Furthermore, O2's customers will now also be able to receive their Yahoo Mail, provided they have an account, via MMS messaging.

"Email is an engaging application in itself, however it's typically a high-end feature," said Lazar.

"O2 is trying to address how to provide mobile email to the mass market and most devices available today are SMS and MMS enabled. It really extends Yahoo Mail's reach to the mass market," he said.

Источник: Total Telecom

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