Microsoft’s Bing targets mobile phones
Published: 07 Jul 2009
Microsoft has rolled out Bing on Verizon Wireless’ network as part of an exclusive five-year deal with the carrier to provide search and advertising services.
Microsoft’s GM for mobile media Charles Johnson told Bloomberg that in the first 20 days as Verizon’s default search, Microsoft’s mobile search handled 19 million queries, 10 to 15 times the previous rate. Microsoft reportedly paid $550 and $650 million to secure the five-year exclusive deal.
The company has also made progress on the advertising front, reported a section of media. Microsoft recently signed a deal with Hyatt to put the hotel chain’s ads on Verizon phones, where users will be directed to the hotel’s mobile website.
Scott Howe, corporate VP of Microsoft’s advertiser and publisher group told Reuters he expects mobile phone advertising to be a significant opportunity going forward and “five years from now mobile will be 5 to 10 percent of media spend.”
Last month, Hyatt Hotels & Resorts had introduced its mobile site to support its guests and “their on-the-go lifestyles”. Guests who visit hyatt.com from a mobile device will automatically be directed to the new “mobilized” version of the site where they may take advantage of the following features: Find and book a hotel by location; Access Hyatt special offers; Obtain reservations with corporate or group rates; View and change a reservation; Web check in and check out; Access travel tips from yatt'it, the Hyatt travel community; View maps and directions to the property from the nearest airport.
Mobile web browsing
The number of consumers accessing information and services via their mobile browsers hit a record high for many markets by the end of last year. The US in particular has experienced phenomenal growth with an increase of almost 62% during 2008.
EyeforTravel Research clearly shows that is not just mobile web browsing that is impacting the travel industry. Mobile has started to impact across all the consumer touch points.
To be successful in mobile, as with any digital strategy, it is necessary to match and indeed exceed customer expectations. Amy Scarth, Head of Research at EyeforTravel explains that much of EyeforTravel’s School of Mobile going forward will be about working out exactly what those expectations are, the values, needs and desires, and how they are formed particularly in light of different social and cultural contexts and taking account of demographics, traveller typologies and geographies. They’re currently working on building global consumer intelligence for the travel industry ready to launch at World Travel Market in November and are keeping a close eye on the mobile solutions out there.
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