The Next Frontier for Advertisers: Localized Mobile Search

Market Wire, September, 2006

Many experts are now predicting that localized search on mobile devices will become the next frontier for advertisers. "When I'm out shopping for shoes, I don't care about shoes that are across town, I want to find the right shoes for the lowest price at a store that is closest to me," says Michael Crane, special guest on New Media Currents , Director of Wireless and VoIP for Keynote , the worldwide leader in internet and mobile test and measurement services.

"Mobile devices will not only be used for search, but they are on track to become a dominant platform for distributing information and entertainment," says John Houghton, host of New Media Currents. The following trends are driving this change:

-- The number of mobile subscribers in the world is quickly surpassing the number of televisions. Mobile subscribers are predicted to increase from the current two billion to four billion by 2011.

-- Mobile devices are becoming rich media enabled and the quality of the mobile viewing experience is quickly improving. Current small screen viewing on some devices rivals that of standard definition TV. Pixel density of mobile devices will soon approach that of HDTV.

-- More consumers are spending time outside of the home and away from their TV. As populations increase, so will use of public transit, allowing users to consume rich media while in transit.

New Media Currents is a program designed for companies who want to benefit from the mobile revolution as consumers and advertising dollars move from television to mobile devices. "Companies that want to stay on top of the game need to pay attention to these trends," says Houghton. "When the next big trend takes hold, companies that haven't stayed current will be passed by competitors. To be successful, forward-looking companies need to understand the new market, make their own predictions and position themselves accordingly."

About New Media Currents

New Media Currents is a podcast produced by MobileCast Media and is designed to help corporations stay current with new media trends. John Houghton hosts New Media Currents and is the president and founder of MobileCast Media. Houghton has a background in internet technologies including RSS, multimedia, and web-based entertainment and informational programming. To listen to the program, please visit www.newmediacurrents.com or search in iTunes on "New Media Currents."

About MobileCast Media

MobileCast Media, Inc. is the world's leading provider of services for podcast and videocast production, syndication, and buying. With over 10 years of experience in XML standards, MobileCast Media provides the widest possible internet distribution of content through RSS. Please visit http://www.mobilecastmedia.com for more information.

John Houghton President and Founder MobileCast Media, Inc. Email Contact 650 888-1816