Hyper-Local SMS Search from 4INFO + Mission Movers
Carol Chi of 4INFO recently braved an hour long SEL grilling while suffering from a major spring cold... and she did great! This article delivers the lowdown on the new local SMS search offering enabled through 4INFO's partnership with Mission Movers (warning - scrolling text + talking head :P).

Google and Yahoo both have SMS search that I mention in Cell Phone As World's Primary Internet Platform + (Map/Local) Search Marketing. Sara Holoubek pits them against each other in an anecdotal smackdown.

4INFO, in conjunction with Mission Movers, has put together something with far greater POTENTIAL for true, local-community SMS search, and the vestiges of a model that could really take root as mobile phones become key internet entry points (and before they're all smart enough to NOT be limited to SMS... ;).

Roles in the Partnership
The partnership is simple. 4INFO provides the framework for the search - algo + delivery, and Mission Movers provides the index via an RSS feed with data from the Ranier Valley chamber of commerce.

A Community-Built SMS Index
The area that was the most compelling to me, and the area where it sounded like they need to do quite a bit more work, was in how exactly the community could interface with the index that Mission Movers is building. Right now (in their first week :) it's my understanding from talking with Chi that it requires a letter or phone call to the Ranier Valley chamber of commerce.

The idea of an index or database to which a small community could SMS relevant, useful information is compelling given the phone as web gateway phenomenon, and I think it's going to be through smaller organizations that we see this happen rather than through the too-distant Googles and Yahoos of the world (though if it were applicable and scalable I think Yahoo would be the first to jump on it given their social media bent...).

So that was the piece that got me most excited in talking with Chi. Now here are my questions and Chi's responses:

How many people at 4INFO?
20-22 people (Chi wasn't sure - they've just recently hired 2 new engineers)

What is 4INFO's exact involvement in this community SMS network (what piece are you responsible for in this partnership)?
- the groups create RSS feed (they are responsible for the content) we provide the framework to get it mobile
- we assign the group a keyword, which directs searches to the feed
- mission movers determing the index (they have guidelines for what will be in the index that are not yet public)

Who's making money and how?
- this is a beta test, rolling it out with Mission Movers so we haven't figured out monetization
- there's exchange of promotion (4INFO marketing to Ranier Valley)
- won't be the case with every partnership - Mission Movers are a non-profit organization
- contract agreements will later determine whether we put ads within results or we won't - either the partner will pay for ad free queries or we will have the right to put in advertising

What local area is next?
- we don't know, mission movers is talking to some, but haven't said what the communities are
- they have not fully launched it to the community yet

maps? (duh Garrett... it's SMS :P)
- working on driving directions
- no way to display maps
- on wap service that will be possible

Can community members themselves comment on the information provided by the businesses?
- Mission Movers is working with the Ranier Chamber of commerce, which collects info from the community
- there's no current online method to get info into the index
- MM wants to get contributions from the community, but we're just getting started so they want to see how successful it is before rolling out more involved system

Types of index information will include:
- midnight basketball, townhall meetings, local business info

How much longer will SMS be around, given that phones are getting smarter and smarter?
- SMS traffic has grown significantly, and SMS is still the easiest form of (digital query) communication on the cell phone. Loading mobile browsers takes a long time.
- but WAP has grown by leaps and bounds, with faster networks, new phones available. 4INFO has a "client" in beta - a small browser, very user friendly, icons to scroll through, connects through your data feed faster than some mobile browsers.

Why 4INFO over Yahoo or Google?
- what sets us apart from other mobile search companies - we DO have personalization. we remember your previous searches, we remember your zipcode so you won't have to type it in in the future. this makes user experience much easier.

4INFO Partnerships Crucial
4INFO - put them in your "watch" category. If they can keep forming relationships with organizations tat can help them generate hyper-local, community-influenced SMS indices then they may be on to something as the phone increasingly becomes a major web-access device.

They should be looking for partnerships with companies with demographics that access the web from desktop/laptops AND phones - these are the companies most likely to be extending brand value to the phone.

Also... considering Google's Cell Phone Sex Problem, I wonder if 4INFO has any thoughts on some hott hott ascii p-roni (nsfw... if anyone can actually figure out what it is ;)
Garrett French - MarketSmart Interactive | permalink | +marktd |