(Updated: To add Monster, Sulekha and Indiaproperty search via SMS 2.0)
Affle has integrated search into its popular SMS 2.0 application. I installed the application on Sunday and gave it ago. The search services included in SMS 2.0:
Airtel Live: Web Search powered by Google
Web-Live Search: Web Search powered by MSN
City Search: Powered by AskLaila
Job Search: Powered by Naukri (Info Edge), Monster and maybe others. Also pushing alerts – Rs. 10 for 10 days of SMS alerts
Property Search: Powered by 99Acres (Info Edge), Sulekha, Indiaproperty and maybe others. Also Rs. 20 for 10 SMS alerts
Some issues:
– The job search needs work. Only one job/property is displayed per search, and that too doesn’t utilize the location input offered by the mobile. For example – I searched for “Designer” and got a result from Mumbai, though I’m searching from Delhi. No option to switch from a Jewelery designer to a Web designer (Context). Verdict: Fails
– City search utilizes the locational input, but doesn’t have the option to change cities. For example, if I’m looking for a particular shop in Mumbai, but searching from Delhi, I don’t have a choice.
The opportunity for Affle
At over 750,000 subscribers (claimed), apart from the SIM Toolkit from a mobile operator or the mobile menu of a handset manufacturer, SMS 2.0 might just be the most well spread or distributed mobile application in India. Yet, the distribution of the mobile operator and handset manufacturer will be limited by their user base, while Affle has the opportunity of being pan-operator, and pan-handset manufacturer. Regular usage is also guaranteed, given that the application replaces the handsets default SMS application. Thus, with just upgrades alone, SMS 2.0 can integrate more services into the application.
I wouldn’t be surprised if some of these service providers or even content owners are actually paying for their content being displayed on SMS 2.0, or for enabling their search. A year or so ago, at a Mobile Monday in Delhi, the opportunity for a mobile desktop for services had been mentioned. The challenge for Affle lies is ensuring that the application remains uncomplicated, despite the integration of more services. The next big step for Affle would be to tie up with a mobile handset manufacturer for a pre-loaded application, or to offer their services to subscribers of other mobile operators as well. They can’t remain an Airtel-only app.
But above all, Affle needs to offer local language SMS capability, given that that’s where the next level of mobile growth is coming from.
What surprises me
is that no one has put out a competing product in the market, with other operators.
Disclosure: Affle’s Job and Property searches are powered by Info Edge India, of which I have a small number of shares.
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7 Comments until now.
Affle’s is a good, unique success story. They have tied up with times internet for content. All the news and stuff you see comes from there. I doubt times pays Affle for presence. I think they do a free content model which allows Affle to maximize the ad revenue they make.
You are spot on about their challenge. The desire to be all things to all people does start to clutter applications.
Last count it was only Symbian OS capable. That’s clearly the onlyl major drawback.
And I doubt it is Affle who’s insisting that they are exclusive to Airtel :-)
Good Service. I tried a mumbai query (oberoi nariman point) from delhi it worked for me.
I downloaded the app this morning. Thumbs up for the Search bit which is quite simple and good. And even the content bit has decent variety – Happyman says only Times, but my phone showed a few more like MSN.
Overall I give it 4 on 5 stars (not that it really matters to anyone. I am no Nikhat Kazmi who can control the fate of a movie :) This one is going places anyway
Read about the service and tried it a few times today – came away pretty satisfied. Some feedback:
1. Pretty non-intrusive way of getting the user’s attention, but that in itself could be improved. Almost missed the ‘Search’ item in the SMS 2.0 options list
2. Tried searching for Thai food on city search and got some pretty decent restaurant recommendations with ratings, reviews and contact numbers
3. The jobs & property search seems to work on an aggregator basis and not just from the Info Edge team – I saw results from guys like Monster for online merchandiser jobs and Sulekha.com for property search (looked for 2 bedroom flat in adyar). And the location option seems to work fine for me – showed me results for Karnataka and I’m based in Bangalore.
Powerful stuff, but like Happyman says, being available only on Symbian may be limiting the opportunity. A couple of friends saw it work on my E65 Nokia but couldn’t do anything from their Motorola / SE phones. Is anyone at Affle listening?
Thanks Mathew…will give it another go. Surprisingly, for the 3-4 job searches I did and the 2-3 property searches, the results were all from Info Edge.
I downloaded and used it, was pretty good. I tried to search for italian food in delhi and gave me good results.
Also there is an option to change the city at the bottom of the page. I find the city search to be quite good, though UI could of course be better. Overall I will give it 8 on 10
I also tried this service on my friends phone. Doesnt work on my Walkman phone :((. I tried the web search. It was quite cool way to access search. Just from the SMS window. Its a good concept.
The Airtel Live search is also good. I looked for wallpapers and what I wanted was right at the top