Fast Search, InfoSpace partner for ASP mobile search service

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Search-technology developer Fast Search & Transfer and mobile platform service provider InfoSpace Inc. have partnered to provide a white label ASP mobile search service that will allow wireless carriers to have more control over their content business models.

The partnership will also allow the companies to provide a richer mobile search experience to customers.

"Personalized mobile search and targeted advertising are a compelling combination," said Brendan Benzing, vice president of mobile search, platforms and ad solutions for InfoSpace, Bellevue, WA.

"For advertisers, search is an effective vehicle to reach out to subscribers, direct them to their Web sites and deliver their marketing message," he said. "Indeed, marketing through mobile phones is poised to become the next killer application for advertisers."

Fast's search software, relevancy algorithms, crawling and indexing technologies are going to be combined with InfoSpace's expertise in mobile infrastructure, metasearch, carrier integration and customer-facing ASP solutions.

The joint solution from Fast and InfoSpace is designed to give carriers greater flexibility in controlling the user experience across multiple platforms and positioning business models that better promote their own brands and services.

The companies expect that this joint product will improve the quality of downloadable content and offer access to the best off-deck mobile Web index.

The companies will also work in partnership to develop storefront and WAP index functionality.

The partnership between Fast and InfoSpace highlights the growth opportunities in the mobile search market. Market researcher eMarketer predicts brands will be spending almost $5 billion on advertising by 2011, up from $421 million in 2006.

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