Taptu, itsmy.com partner for mobile search

Pure-play mobile search engine Taptu has been tapped by mobile social network hub itsmy.com to power mobile search. According to the agreement, Taptu will power the search queries of the more than 2 million users on the itsmy.com network.

by Kristina Knight

Consumers will be able to search for everything from entertainment information to local shops from their personal mobile homepages.

For advertisers, the partnership opens another mobile marketing door. Taptu will also serve mobile search sponsored links, giving mobile marketers another mobile revenue stream. In 2008, mobile marketing revenue is expected to grow to nearly $3 billion.

Steve Ives, CEO at Taptu said, "Despite the tightening financial environment, the mobile Internet continues to grow and advertisers are demanding better return on investment around marketing spend. Mobile search advertising offers far greater efficiency. It's important for Taptu to partner with companies that share our vision. itsmy.com, like us, is focused on innovation and so we feel that this partnership is beneficial for both of us."

Messenging is still the highest revenue spot for marketers; it is expected to reach $212 billion by 2013. However, with more and more consumers signing on to their mobiles to find a local business or to stay in touch with friends through social networks, other avenues will also see record growth.