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SMS 2.0 Integrates Search From Google, MSN, AskLaila And Others; The Opportunity For Affle

(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…

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