AOL Launches Mobile Search

AOL today launched its mobile search services, bringing Web search, comparison shopping, and Yellow Pages listings to Web-enabled mobile phones, smartphones and PDAs.

The service, in beta since July, lets users search via AOL Search, Pinpoint Shopping or AOL Yellow Pages. It is driven by technology from Israeli technology provider InfoGin. InfoGin automatically adapts search results and Web pages — not just AOL’s, but any Web page the user visits — for browser-enabled mobile phones and devices.

Users will see ads similar to those they would see in their PC’s Web browser, including paid search links from Google on AOL Search, and sponsored local listings on AOL Yellow Pages. The only difference would be in the number of ads shown, resulting from the translation of the page for a smaller screen.

“We’re not planning on selling ads on mobile search separately. We’re approaching this as adapting Web search for mobile, rather than reinventing it,” said AOL spokesperson Krista Thomas.

Mobile AOL Yellow Pages are also enabled with AOL’s pay-per-call ads from Ingenio, and integrated MapQuest maps. Users can place a call to those businesses with a pay-per-call ad, or get directions to the business with one click. It’s the first major implementation of pay-per-call on the mobile platform.

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