There’s a war being waged in mobile. A war to control the final lucrative frontier that will shape how mobile is monetized. The battle is for mobile search, and its outcome is uncertain. Today, mobile search is a wild landscape of competing and contradictory technologies, unfulfilled promises, and 800 pound gorillas strategically positioning themselves without any centralized regulation or governance.
It should be no surprise that the war for search has gone mobile as people spend more and more time on their phones. In May 2015, Google confirmed that mobile search queries overtook desktop queries. By all indications this trend will continue?—?comScore recently issued a report suggesting mobile search queries will grow by approximately 20% a year.