Mobilizing Local Search [Case Study]

Sometimes, we really have to just stop and appreciate the way technology is changing how we live, even molding an industry into something better. First, came the Internet; Now, it’s mobile. Let us have a look at a solid case study – Local Search.

Technology changes People

When it comes to local search – checking up business listings – “Yellow Pages” has always been our first choice. We even used to go to designated locations to collect our free phonebooks. (Yes, I still remember doing that.) And there was the digital CD version for those more tech-savvied and preferred to work with computers. Subsequently, more of us dropped out of those media and we turned to the World Wide Web – local directory websites, Google etc. Today, if you still tell me to go to http://www.blahblahblah.com to find a place I want to go to – well – I would say that “It’s time to move on.”

Not that the Internet no longer works, but because it lacks a very important element in how users behave when they are searching – some kind of personalization. Think back to when you were still using the phonebook. What did Yellow Pages look like? Plain text business listings sorted by categories and mostly text-based ads of selected merchants. To use it, you need to know at least the type of business (category) you want to look for. Looking at the list, keep flipping the pages and shortlist a few perhaps by their location. Then pick up your phone and call one by one to enquire info. Are those that you’ve shortlisted good? Actually you have no idea. You simply hope for the best.

Mobile molds Industries

With Internet directories, it was basically the same story – you need to have an idea of what you want to search for to search for it (in Google, you need to type in a keyword to start a search). User reviews are only accessible after you have searched for something specific.

With mobile? If you just go to the App Store today and download a local search app, there’s a 90% chance that the app has a “Nearby” feature. What does that do? It allows you to search for anything available around you (in proximity order). 85% chance that each merchant also has a star rating (from users). Click on any of the listings and you can view user comments about that merchant.

In the past, information was also harder to acquire so a lot of competition was centralized on how comprehensive the database is. Now, while content is still important, directories (apps) try to differentiate themselves by creating unique local search experiences for the users. More and more features are added to make the apps more personable and search efficient.

Maps are available, which you can zoom and pan. One-click driving directions – no more copy and paste the address into Google Maps on your browser! Email a listing to friends or share a comment on Twitter/Facebook. And just recently, “augmented reality” on show in local search apps!

Now stop and think. How do you think mobile has impacted you and the society?

R.T