José Ignacio Gafo Gómez-Zamalloa

Following up with Manuel´s posting on Mobile Marketing, I will write a new Image Search for Mobile Phones called Otello.

This new solution, recently launched in Germany, works in the following way: Instead of entering a word or phrase users send pictures via MMS (Multimedia Messaging Service) from their mobile phones.

The picture can be anything from a historical building to a CD cover.Otello then returns information relevant to the picture to the mobile phone, just like a normal search engine.

The reason why behind image search is that it's more convenient to take a picture than to enter search terms with a phone that lacks a normal keyboard.

A trial is being held with German paper Bild. Readers can find out more about specially-marked articles by photographing them with their mobile phone camera and sending the image to Bild. This gives the reader access to additional multimedia content, such as photos or videos.

The next step for the service remains to be seen. The real life applications + the availability of the service for all carriers will determine how far it will go.

My guess is thatt this new solution will get its momentum and will replace other Mobile Marketing Solutions such as Bidimensional Codes. Time to time.

Think Different!!!

Ignacio Gafo

Posted on 18 March 2008 in Mobile Marketing, International Marketing

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