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Conclusion: Search was always the most important utility online. Now it is moving into a new phase with higher functionality and relevance. In the next phase search will unite facts with opinions and personal needs. The umbrella term for this evolution is semantic search. When this search functionality is inside the devices consumers use it may be highly influential.

Organisations will confront search in two ways. Firstly, through the lock-in that users may demonstrate for the devices with the search function they prefer, and secondly, through a better context in which information is presented and through saliency.

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