Google, already being the undisputed leader of mobile search, is not resting on its laurels. The search giant throws its resources on specific problems related to mobile devices.
In early 2008, at the dawn of the Phone, Google engineers began noticing something unusual in the logs of the search engine. The owners of the new phones have formed a significant amount of traffic.
But there was a problem: the search on the phone was less than ideal. It is hard to type on such a small screen and the most annoying thing for Google, its search speed, accessing the web pages on a phone meant you had to have a lot of time and patience.
In this regard, Google launched a project code-named Grand Prix. For six weeks, engineers updated Google mobile search and created a new search strategy, in which requests are made by voice or using pictures instead of printing from a mobile keyboard.
The stakes were high. Mobile phones could be a new market for Google, and open the door for competitors to destroy the market for search engines. If people can access information through a special application, why do we need Google?
Scott Huffman Engineering Director and Amit Singhal Senior Vice President at Google say “Search has taught people to communicate their requests.”
Today, according to Google, mobile search is growing as fast as searching the web in the early years of the company, and for the past two years it has gone beyond the mark with a six-fold increase. According to statistics from Dublin based StatCounter, which tracks the dynamics of the web, Google has a share of 97% of the mobile search market.
Now that the question-dominated solutions on the market, Google throws all their computing power and the resulting data to address specific issues for mobile phones, such as how to translate from one language to phone calls or how to identify flowers or a clothing brand.
"I feel have given birth to a second child - says Amit Singha. Our firstborn was growing so fast, and this is our second child, mobile, growing at the same pace and shows the same results. "
Google is not in a hurry to develop new competencies within its Internet business, especially in social networks. Investors have criticized the company for what it says is a shambles when it comes to earnings in the new reality of the Internet environment.
But the mobile market - an exception? Last year, Eric Schmidt, chief executive officer, outlined the philosophy of Google, as a "mobile forward," signifying the priority development of mobile applications and programs for computers.
"This is the card on which Google, in fact, puts the future," - says Karim Temsamani, head of mobile advertising at Google; office, which opened in September 2011.
However, Google has not thoroughly followed its mobile mantra, and some analysts, including Colin W. Gillis of BGC Partners, noted the sluggishness of Google in creating mobile products or advertising.
"They did a very good job of positioning themselves in the market and now you cannot just forget everything - says Mr. Gillis. - Now they just have to create innovative products and to squeeze out of this situation all that is possible. "
In October, Google said that revenue from mobile ads in the next year will be able to come close to $ 1 billion. Mobile phone users will be able to call in the organisation, using the Google ads, or get coupons for discounts at local shops. Photograph a movie poster with your phone, you will immediately be able to download the trailer. As noted by Temsamani, with the advent of technology tracking the location of users, advertisers have the opportunity to increase customer loyalty through gifts, incentive trips to the shops and much more.
But because mobile ads are usually sold in less than half the price of online advertising, "such advertising is not profitable enough" - said Mr. Gillis. Despite the fact that Google develops software for mobile phones like Android, it does not make this right, because it gives her a part of phone manufacturer. Meanwhile, Apple makes money on its own as a unit, and on what is present on the screens of their own ad network.
However, the company's approach to the mobile communications market is classic for Google: take a number of issues over which for many years fighting developers, their decision to quit the computing power and huge amounts of data and to assume that if the final product will be useful for people and that inevitably means more profit.
Today people can photograph the sights or wine labels to search using Google Goggles , talking with the phone using voice search , and for Android phones to transfer a live dialogue from English to Spanish and vice versa.
"We, as a community of scientists who are able to solve these problems, but we cannot implement a system of this magnitude," - says Alexei A. Efros, a professor of computer science and robotics at Carnegie Mellon, with a view to technological advances. – Really, what a great service Google is, to be so broad and useful to so many. "
Taking the recorded voice snippets, Google trained their computers, so they understand spoken language. "Even if you are from Brooklyn and you miss all the" p’s ", the system will hear a lot of people from Brooklyn and you will understand," - says Mike Cohen, head of the team of speech technologies at Google.
First, Google engineers thought people would associate with the system of recognition, as if they are talking to a man: "You know ... it's my birthday, and I would like to take my wife somewhere ... to a very romantic place to eat ... What can you find to offer? "That's trained to filter out unnecessary words, but it turns out that Google gets people thinking about their search query, they understand, even when voicing a search they say "romantic restaurants".
Goggles, a visual search tool that identifies things that have certain visual boundaries, such as a bar code, book cover or a building, but with the help of this application it is often impossible to determine, for example, the difference of a black cat on a black stool or recognise food or plant, although Google and cooperates with botanists to teach the nuances of building their cars foliage. Google already has the ability to recognise faces, so that people can by photographing someone in the street, just to find the account of the man in the network, but the technology is not used because there are still legal restrictions on private life.
People can take a picture of the menu in a foreign language and instantly translate it, or to speak in English, getting Spanish translation. Says Franz Och, head of Google machine translation group, will one day be possible to transfer freely to sound on both ends of telephone.
Despite the fact that the results of Google in the phone and on the computer may seem similar, there are not visible at first glance.
For example, some search results are ranked differently, depending on the location. When you request « Web Designers » a computer Google assumes that you are looking for is likely to be an e-commerce site or job offers. When you search Google from your phone assumes that you are looking for a local company. Other search tools were designed specifically for mobile phones. Search for weather or stock prices is arranged so that when searching fingers were visible results for different time intervals.
Google says that mobile search does not take a total time of computer searches. Instead, the peaks of mobile search are the lunch hour and evening, when people are away from their computer, and despite the fact that many mobile users are looking for something as simple as the weather or train schedule, there are those who Google developers who wonder, asking hard questions about business or politics.
"Mobile search is definitely exceeding your search on the desktop - said Scott B. Huffman, working on mobile search. The turn has passed, and I think it will be passed before anyone would have notice. "
Written by Nic Cohen - Head of SEO at KD Web