CEO’s and CDO’s are talking about Android and some of the things that might stand in the way of Google reaching the next level in search. Take for instance Dan Olschwang, CEO of JumpTap. He says that “they have to seriously overhaul it” to serve a mobile audience. If somebody asks, ‘Where is the closest gas station?’ they need that information now, and they don’t need 20,000 results.” Very valid point. Who is going to care to read sponsored ads for starting a gas station or buying one? Don’t believe us…?
Users are going to want an instant result that says “BP is 2.3 miles with a map to go along with it.” Rather than thousands of results, we’ll want 5 or so. Olschwang predicts that Google will not “completely fail” in mobile web but he doesn’t “think they will be nearly as successful as they are on the (desktop) Web.” Dan wouldn’t be heartbroken if Google didn’t do so good because JumpTap has developed a search engine and search-advertising platform for cellphones.
T-Mobile’s chief development officer, Cole Brodman sheds a tad bit of light into how they will implement Android into handsets. He says Google’s basic wireless goal is to use Android to better target ads to wireless customers so it can charge advertisers more. By combining “unique information about consumers from the Web,” he says, with “other information” from mobile devices, such as location, “Google believes search responses can be much more targeted for Google, and that the value they can bring back to advertisers can be quite a bit higher.”
Sounds great, but what about all the ads people are worried about seeing on their phone? Brodman says that Android will not favor Google over Yahoo or other search engines and that consumers also can “opt out” of Google’s “cookies,” used to track their movements on the Web. Brodman says T-Mobile won’t blanket its customers with advertisements from Google or any other company.
“Mobile phones are personal and private, and we want to ensure that we are speaking for the consumer in terms of any advertising” that gets pitched their way, Brodman says. “Just getting blasted with search results and banner advertising is not something most consumers will accept.”
What say you, Sprint?