Mobile phone users now have access to Microsoft's online search service. Now in beta, Windows Live Search for mobile lets users browse to a phone-enabled version of Microsoft's online search service or send text message queries for specific types of information, such as business listings. Additionally, Sprint has integrated a version of the service into the user interface it provides on data-capable cell phones—the first such arrangement between a wireless phone carrier and an online search provider. The services could help Microsoft increase its search advertising revenue.

Multipronged Approach

To reach the broadest possible audience of mobile phone users, Microsoft takes a multipronged approach. On one hand it creates services that are available to any phone capable of sending a Simple Messaging Service (SMS) message or browsing the Web (which most cellular phones today are capable of doing). At the same time, Microsoft strikes deals with mobile carriers to integrate Microsoft software or services into the carrier-specific software (sometimes called the deck) shipped with phones. (For more background on Microsoft's approach to mobile services, see "MSN Mobile Deals with Platform Providers" on page 27 of the May 2004 Update.)

This strategy continues with Windows Live Search (WLS) for mobile, which comes in several incarnations:

Browser-based. Regardless of their carriers, users with mobile phones based on the Windows Mobile 5 or Java 2 Mobile Edition (J2ME) platforms can navigate to a mobile version of the Live Search site (mobile.live.com/search) and conduct searches of the entire Web, news stories, local business listings, or Windows Live Spaces blogs. They can also get maps and driving directions via Live Local, Microsoft's online mapping site. Users of this version will see sponsored links from advertisers, provided via Microsoft's adCenter platform, on some queries.

SMS. Another carrier-agnostic version of WLS for mobile lets users send an SMS text query in a specified format and receive a text answer. For example, entering a phone number as a query will return a white pages listing for that number; querying "pharmacy 98105" will return addresses of all pharmacies in that Zip code; and querying "d erudite" would return a definition of the word "erudite" from Microsoft's Encarta encyclopedia. (The "d" indicates that the user wants a definition.) Users of this version will not see advertisements.

Sprint-branded. As part of a strategic alliance announced in Nov. 2006, all Sprint customers with a Sprint PCS Vision or Power Vision phone, as well as customers with some older phones, will see a search pane integrated into the Sprint deck. Although branded as a Sprint offering, the service is powered by WLS for mobile, and offers the same search options (e.g., local businesses, directions) and results (including advertising) as the browser-based version of that service. The main difference is that users will also see offerings from Sprint, such as ring tones, in their search results. At launch, users must enter a Zip code or address to get localized search results, but in early 2007 users will be able to give permission for the service to detect their location based on their cell phone signal, greatly improving the usability of local search. The deal gives Sprint a quick way to add Web search and increase the prominence of its offerings, while giving Microsoft a built-in audience for search advertising. The companies plan to add other cobranded services and extend their services to customers of Nextel (which Sprint acquired in fall 2005 for US$35 billion). Together, Sprint and Nextel have more than 51 million subscribers.

WLS for mobile is at mobile.search.live.com/about/default.aspx.

Sprint is at www.sprint.com.