invited talk at the Pelorus group summit on local search in Reno, April 2008

1. Pelorus DIS ‘08 SUMMIT
Evolution of Mobile
Information Services
Dr. Venu Vasudevan
Senior Director, Software Platforms Research
Motorola Technology

2. Mobile Directory Information Services are Evolving
From a call ... …to a rich information service
Rich Information Services
Yellow Pages, White Pages, local search,
directions plus a lot more
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 2

3. outline
evolving needs of mobile information services
the mobile platform response
implications for local search and DA/DIS
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 3

4. Trends in mobile information services
mobile media
goes mainstream
content
interaction
services
services
browse & render value-creation
gets two-sided
rich interaction
monetization
pay-to-play
Pelorus DIS’08 summit
ads and analytics
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 4

5. mobile media goes mainstream
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

6. The Morphing of Cell Phones: technology push ..
voice rich media
The Device
Formerly Known as
the Cell Phone
3G
Photo
Camera
Downloads
GPRS
Video Streaming Broadcast
WAP & Camera Video
PTT Polyphonic Polyphonic Surround
SMS MP3 compose Sound
First GSM
Commercial Java Linux Java /
Portable J2ME WinCE Linux
Phone
Color Rotator Skins QDualhinge
Display Design TransFlash
Voice Mail EMS MMS IM Outlook
iMode
AMPS Dual- Tri- HS- A-GPS
Bluetooth Quad-band WiFi DVB-H
band band CSD EDGE 802.16
Pelorus DIS’08 summit
83 92 94 97 99 00 01 02 04 05 06
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 6

7. .. meets user pull
voice search, media, social
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 7

8. Content and communication get ‘mashed up’
User-Generated Content
(restaurant 360o)
Voice Call Community
(directions to
(user reviews)
Restaurant)
Commerce
(coupons)
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 8

9. Relevant device technologies
Z9 ROKR E8 RIZR Z10
Crystal talk Improved voice
talk. . More functions per High quality video
performance in noisy Keyboard square inch capture, on-device edit,
on-
environments Morphable keyboard share, publish
Mode shifting
Push-to-media
Push-to-media. Share media
while you talk
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 9

10. value becomes two-sided
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

11. Values chain. from one-sided to two-sided
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 11

12. Value. From one-sided to two-sided
extra-device value
pre-sales post-sales
intra-device value
. .influences ODM investment in applications and services
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 12

13. services spill out of the browser ..
ask&answer rich interaction
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

14. Browsing to Experiences
improve accessibility, discoverability and the delivery of data services
Active idle screens
Mobile Widgets
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 14

15. Active Idle Services – A Case Study
reducing click friction
SCREEN3TM capitalizes on the phone’s downtime to cache feature rich content
Cached Content
Idle Screen 1 click: Excerpt Screen 2 clicks: Launch Browser
Snippets of information. Relaxed reading Full story access
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 15

16. SCREEN3TM Technology
Web
Media SMART
Gateway SYNCHRONIZATION
Intelligent synching between
the media gateway and
client ensures that only new
content is delivered, Device
CONTENT FEEDS minimizing network traffic. EASY ACCESS
Industry standard content feeds The device caches the
(e.g., RSS) are delivered to a content and displays it
media gateway server, which seamlessly to the user.
adjusts the feeds and delivers
them to the device's “always on”
portal. This server also provides
billing, operator control, and
tracking capabilities.
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 16

17. SCREEN3TM – Value Proposition
• For the Consumer…
• Easy to use
• Zero-Click. Information is brought to home screen
• For the Operator…
• Solves traditional services challenges
• No need for user to find information
• No need to figure out how to use
• Simple 3rd-party development of additional
“channels”
• Reduce marketing costs of new services,
let the device do it for you…
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 17

18. Mobile Widgets
‘bite sized’ web
easy install, discover, run
strong potential for
ads & analytics
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 18

19. from pay-to-play to ads & analytics
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

20. Mobile Advertising : hype to hope
2006 2007 2008 2009 2 0 10
Sear ch 1 380 669 1,0 77 1,58 8
WAP 12 6 262 461 74 2 1,0 9 4
V id eo 12 36 92 221 426
I n- C o nt ent 0 68 156 323 604
I d le Scr een 0 31 66 12 6 221
SM S/ M M S 295 3 54 424 50 9 6 11
U.S. Mobile Advertising
Forecast ($Millions)
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 20

21. Enhancing ad experiences on the mobile
UI’s for rich branding
Support for
Click-to-action
enhanced targeting
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 21

22. Flexible “Skinning” : Controlled Brand Experience
beyond interstitials.
balancing brand exposure
and user interruption
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 22

23. Extending the Brand Relationship
from direct to derivative use
sms application phonebook application
Restaurant:
Weber Grill
1030 South Meacham Weber Grill
847-413-0800
847-413-
transparent
clipboarding
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 23

24. Intelligent Targeting based on device intelligence
be pas
affinity for ha t
vio
sports tv r
Joe’s
Joe’
targeted Chicago
847-434-0840
847-434-
ad
YP request for
t
Chicago Bars
rr en t
cu ques
re Ad for
chicago sports bars
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 24

25. Multi-layered performance models
Click-to-find
Mobile Local search
Click-to-navigate
Impressions
(‘eyeballs’)
Click-to-share (viral mktg)
Search R esults
Search R esults
**Sponsor ed resul tt
**Sponsor ed resul tt
Sponsor ed resul
Sponsor ed resul
**Sponsor ed resul tt
**Sponsor ed resul tt
Sponsor ed resul
Sponsor ed resul
Search R esults
**Sponsor ed resul tt
**Sponsor ed resul tt
Sponsor ed resul
Sponsor ed resul
Search R esults
**Sponsor ed resul tt
**Sponsor ed resul tt
Sponsor ed resul
Sponsor ed resul
Click-to-save (loyalty)
‘My Favorites’
Pelorus DIS’08 summit
Evolution of Mobile Information Services
Sources: eMarketer, Kelsey Group
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 25

26. looking ahead ..
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

27. The Morphing of Cell Phones:
voice rich media ?
The Device Formerly Known Mixed reality
as the Cell Phone
3G
Photo
Camera
Downloads
GPRS
WAP
Video Streaming &
Camera
Broadcast
Video
Sensor
PTT
& Context
Intelligence
Polyphonic Polyphonic Surround
SMS MP3 compose Sound
First Commercial GSM
Portable Phone
Java Linux Java / Linux
J2ME WinCE
Color Rotator QDualhinge
Display Design Skins TransFlash
Outlook
Voice Mail EMS MMS IM iMode
Dual- Tri- HS- A-GPS Quad- WiFi DVB-H
Device
Ensembles
AMPS band band CSD Bluetooth band EDGE 802.16
83 92 94 97 99 00 01 02 04 05 06
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 27

28. Rich graphics drive compelling broadband search experiences
MP3 song
Average data transfer rates*
GPRS 35 kbps 18mins
CDMA 1X 60 kbps 11 mins
EDGE 115 kbps 6 mins
UMTS 256 kbps 3 mins
EV-DO 400 kbps 2 mins
HSDPA 1.0 Mbps 38 secs
WiMAX 4.0 Mbps 10 secs
LTE 4.0 Mbps
10 secs
802.11g 14.4 Mbps 3 sec
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 (MB)
Westin
aacPlus v2 aacPlus AAC/WMA MP3 Hotel $35
32 kbps 64 kbps 128 kbps 160 kbps AMC 6 tonight
Movie only
Theater $4
until 5:00PM
You parked
HERE! 30
Minutes left
on meter
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 28

29. Implications for DIS and local search
• Enablers to provide value-added services in
the context of a call
• Longitudinal user relationship. From call to
rich media conversation
• New monetization models around ads,
analytics and social networking
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 29

30. Thank you.
Pelorus DIS’08 summit
Evolution of Mobile Information Services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 30