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Mobile search is on the move!

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CIOL Bureau
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NEW DELHI: There's a lot happening in the desktop search space, new entrant Microsoft has created competition for search bigwigs like Google and Yahoo, who are working towards creating more efficient search mechanisms.

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Things are 'happening' in the Mobile search arena, as well. Norway based search-technology company, Fast Search & Transfer ASA, has unveiled a mobile search application, mSearch, which can help PDA and mobile users to look for relevant content.

According to the company Web site, FAST mSearch is the latest Search Derivative Application (SDA) to leverage the FAST Enterprise Search Platform (FAST ESPâ„¢), which takes mobile search to new levels by enabling carriers to drive profitability through the integration of their own content with relevant results from content providers and the Mobile Web.

Using FAST mSearch carriers and content providers can provide services such as personalized local search, mobile commerce and advertising services, and multimedia search.

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In the current scenario telecom companies have to depend on Google and Yahoo, for their entire search needs, which does not cater to specific needs of their users like searching for ringtones, mobile games, images etc. mSearch technology aims at filling up this gap and offer customized search for mobile content.

FAST plans to sell its mSearch technology to telecom providers rather than run a consumer service like Google or Yahoo. Said the report.

Mobile and wireless technology analysts view mSearch as a 'potential killer app' using which the already existing subscriber database can be sifted through, to get access to personal information.

According to Brian Lent, president, chief technology officer, and co-founder of Medio Systems, a mobile search startup, there is a lot of potential in mobile search, and it is very different from Web based search in terms of user experience.

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