Taptu: Mobile social search is Google’s Achilles heel
Written on February 22, 2008 – 1:18 pm
Ernst-Jan Pfauth, editor in chief
If you came here from Digg it would be great if you could actually Digg us too! Do you have a start-up that we should write about? Contact us! Thanks for visiting and hope you come back again!
Mobile internet is hot - we all know that - and one of the rising stars in the mobile world is Taptu, a social mobile search engine. They won the Global Community Award at the MoMo Peer Awards on February 13 at the Mobile World Congress and Robert Scoble proved on PodTech that it comes up with better results than Google does. Officiously, it seems like Taptu has the potential to become a big player in mobile search. So it’s about time that we hear the story behind this UK-based start-up. After a nice and interesting email conversation with the Taptu team, CEO Steve Ives told us where he got the guts from to challenge Google and what the social aspect of Taptu is.
First of all, the Google Question. Every time a new search engine sprouts, this is the first question critics try to answer. Ives: “A Nokia guy I met at a party confided to me that he thought Google still hadn’t yet cracked mobile search properly, and some fresh thinking was needed in this market. We started to look at it, and the more we looked, the more ideas we came up with. It became a bit of an obsession after a while. We pestered the VCs constantly after that, eventually they gave in and invested in us.”
Google’s position seems untouchable when it comes to desktop search, but challenging the giant on the mobile phone might work. Ives explains why: “Services like Google were born on the desktop and then moved later to mobile. When moving the service to mobile, something gets lost in the translation. A desktop user will use search 5 times a day or more, but a mobile user that discovers Google Mobile or Yahoo OneSearch typically only searches once every 5 to 7 days. We believe that to get people to use mobile search 5 times a day or more - in other words, to make mobile search a mass market service rather than a niche service - then you have to give it a social context. Mobiles are supersocial devices, so if your service isn’t relevant to you in a social way it won’t get used that often.”
Next to a Google-challenger, Taptu is also a social search engine. Jimmy Wales plugged this term in January when he launched Wikia Search. During an interview I had with him, he said: “One of the weaknesses of current search engines is that their algorithms take a long time picking up new good sites. (..) It takes only one community member that finds a good new site and lets the community know.” What does Ives thinks of Wikia Search? “We’ve been watching Search Wikia quite closely. They have some similar ideas to us about how to improve the quality of search results through social interactions. But we are totally focused on mobile, which is a completely different medium to the desktop, so the dynamics of sharing are rather different also.” (more…)
Email
Twitter
Facebook
Netlog
Linkedin
The Next Web Blog is closely associated with The Next Web Conference which is held annually in Amsterdam, The Netherlands. At this event speakers from all over the world come together to talk about, and show of, the future of the Web. (
