AOL Brings Search To Users On The Go
AOL plans to make both its Web search, powered by Google, and local search services, powered by Yellow Pages, available to mobile phone users. The local search service will be monetized by pay-per-call links sold by Ingenio; the paid listings will appear highlighted in yellow with phone numbers that users can call simply by clicking on them, while organic results will have phone numbers that users must manually dial.
AOL mobile search additionally will filter results to provide a smaller number of hits for users on the go. "When we looked around at the way that search had been offered so far...one problem was that when you decided to search for something, you could always get back millions of hits, which is certainly difficult to go through on your phone," Thomas said.
In addition to filtering results, the search page is divided into three categories--Web search, local search, and a shopping search engine. The latter can provide in-store price comparisons.