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FAST vs Google: As Search Engines Go Mobile, Different Business Models Compete

Enabling Mobile Users to Find What They are Looking For Becomes the Next Big Business Opportunity for Carriers and Content Provi

Headquartered in Norway and is publicly traded under the ticker symbol "FAST" on the Oslo Stock Exchange, the FAST Group is now leveraging its flagship FAST Enterprise Search Platform in the mobile space by today announcing "FAST mSearch," which it describes as "the industry's first mobile search solution to collectively integrate content such as music, games, ring tones, and images with highly relevant content from the mobile Web, providing users with an optimized and more personal search experience on their mobile devices."

"FAST mSearch offers a complete solution that addresses the need of the mobile end user, while also enabling carriers and content providers to own their own destiny in this space," comments Ali I. Riaz, FAST's chief operating officer.

"Ring tones, images, music and games are just the tip of the iceberg in terms of the content mobile users will want to search for and download onto their mobile applications," Riaz continues. "Search has become the number one way of navigating the Internet, and now FAST mSearch will enable people to also find the content and information they are looking for on their mobile devices. Based on the already successful deployment of our innovative search applications for several of the world's largest wireless carriers and content providers, FAST aims at taking on a position as one of the most innovative vendors in the mobile space."

"Mobile Search Engines have a potential to become a killer application given the fact that mobile search can leverage the subscriber's personal information that mobile networks already have," says XJ Wang, Senior Analyst in the Yankee Group's Wireless/Mobile Technologies practice. "Like traditional Internet search applications, Mobile Search will drive higher wireless Internet usage and create more opportunities for mobile commerce. FAST mSearch is well positioned in providing good search experiences in the mobile space with its expertise in traditional Internet and enterprise oriented search engine implementations," he adds.

The promise of mobile search is that it will enable carriers to drive profitability through the integration of their own content with relevant results from content providers and the Mobile Web.

Revenue opportunities for carriers and content providers include a number of business models, such as personalized local search, targeted mobile commerce and advertising services, and multimedia search.

Unlike branded applications such as Google, which threaten the business models of carriers and content providers, argue the FAST team, FAST mSearch "offers a breakthrough solution that delivers an integrated and highly relevant set of search results from the Mobile Web and from content sources that meet all appropriate mobile formats."

FAST vs Google: that sounds like quite a challenge!

 

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WBT News Desk brings you all the latest and greatest news from the world of wireless business and technology, including breaking news, technical articles and feature stories written by the world's leading experts of mBusiness.

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