This Week's Herman Trend Alert Navigating the Next Year

The Herman Trend Alert March 19, 2008 Our Wireless Future One of the judges at the recent at the War Game, sponsored by Fuld & Company, in Cambridge, Massachusetts is a principal in a new organization called JumpTap.com. JumpTap is probably the leader in mobile search and related advertising. In a recent report issued by the Pew Internet & American Life Project, the data reflect that more Americans would find it more difficult to give up their mobile phones than the Internet, television, or landline telephones. The report also found that 62 percent of respondents use their cell phones and additional wireless devices for other activities, including text messaging, taking pictures, and sending e-mail. Interestingly, it is not just the younger generations that appreciate this beyond-voice access, but African Americans and English-speaking Latinos are more likely than white Americans to use these applications on their cell phones. To us these findings mean that JumpTap is perfectly positioned to take advantage of the emergent love affair between people and their mobile phones. If you think for a moment about the installed base of millions mobile devices in the world, the opportunity seems staggering. Apparently, the company provides mobile search capability, tailored to the individual, by tracking search behavior, then providing better relevance on subsequent searches. With the knowledge that it's easier to make mistakes on a mobile keypad, like other search engines, it also provides the likely target keywords, close to whatever was typed in. JumpTap makes the mobile search experience more relevant and enjoyable. From the business side, Jumptap helps advertisers create mobile websites with a variety of advertising buttons and banners that maximize return on investment, including a click-to-call option. The company markets worldwide and already has international partners TeliaSonera, the leading mobile operator in the Nordic and Baltic regions, and Telefónica its first partner in Spain. Domestically, JumpTap powered Virgin Mobile USA's innovative "SugarMama" Platform, providing customers a faster, more tailored way to find relevant content with mobile advertising beyond. We believe that very soon mobile search will become much more important than computer-based search. If you think about the possibilities, it is easy to comprehend. © Copyright 1998-2008 by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Roger Herman and Joyce Gioia, Strategic Business Futurists. (800) 227-3566 or http://www.hermangroup.com. The Herman Trend Alert is a trademark of The Herman Group, Inc." 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