Recode Decode: Ericsson CEO Hans Vestberg

Mobile Shift

The shift from desktop to mobile search has become a global phenomenon, with mobile searches now surpassing desktop searches worldwide. Mark Bergen highlights that this transition poses challenges for Google, as their core business model is heavily reliant on desktop search and its associated ad revenue 1. The rise of mobile search signifies a shift in user behavior, where apps like Yelp and Facebook are becoming primary sources of information, reducing reliance on traditional search engines.

Their core business is built around desktop search and the ads that can run on desktop search. And mobile is a smaller platform, smaller screen, and less money for them.

--- Mark Bergen

This evolution in search behavior is forcing tech companies to rethink their strategies to remain relevant in a mobile-first world 1.

   

Search Evolution

The evolution of search technology is increasingly integrating into everyday life through advanced applications and devices. Mark Bergen explains that Google has indexed 100 billion pages inside apps, allowing users to find app content through mobile web searches 2. This development represents a significant shift in how search functions, moving from traditional search boxes to more integrated and anticipatory systems.

It's Google's way of making app content indexable and searchable, allowing deep linking into app pages.

--- Mark Bergen

Furthermore, the future of search is envisioned as more proactive, with information being delivered to users before they even search for it, a concept described as "search tapping on the shoulder" 3.