The mobile search engine was well received amongst avid mobile phone users that require content in the form of images, mobile games and ring tones. Being a search engine that is tailored specifically for mobile content, the complications and demands of users can be addressed in a manner which is simply not feasible on algorithmic search engines where users have much broader needs. Examples of user-driven features that are specifically tailored for mobile content, include the content filter that allows for the user to select games or ring tones for example, and then further filters can be placed based on geographical compatibility.



The development of the search engine remains in keeping with rapid growth projections suggests Egor Abramov the CEO of the parent company TaMeJ. ?The development of a project is always based on user demands. We have not done anything supernatural, we just listen to what our users say.? The continued evolution of the technology becomes apparent in the sophisticated approach which Mogmo have adopted to consistently refine and improve results. Egor Abramov goes onto explain how they have applied their technology to multiple languages in an effort to expand their reach in an ever growing marketplace - "The constant growth of mobile content and the countries where Mogmo performs searches has led to Web UI internationalization. Today Mogmo is available in four languages including Japanese, as the search system started by merely indexing the sites of Eastern content providers. The result description is now available in different languages."

In keeping with improving demographic reach within a feature-rich platform, Mogmo 2.0 also performs mobile video search queries which adds further diversity to the functionality of the service. They have also integrated an Ajax player to allow users to experience ring tones on their site, before following a link to complete a download. Their user-interface has also been refined using Ajax technology, to allow for an almost application-like experience online.

The usability aspects of Mogmo were recently endorsed by Mobilecrunch.com, the industry blog with a mission to explore mobile 2.0. In a comparison between Google and Mogmo the results indicated that Google's algorithms were not able to accurately depict user intent where mobile content search was concerned. This was based on a comparison between the search query "the matrix" "mobile phone" "content" on Google, and a far less specific search for the matrix on Mogmo. The URLs were google.com/search'q=%22the+matrix%22+%22mobile+phone%22+%22content%22 and mogmo.com/search.php?type=-&q=the+matrix retrospectively.

Mobile Crunch also feel that Mogmo could shape the way search is headed in years to come -"I find Mogmo to be interesting not only for the site and the execution thereof but also due to the larger concept of building search engines specific for certain kinds of content or types of searches. It seems to me this is just the tip of the iceberg of what can be done when you narrow down a category specifically for the purpose of optimizing search for that category."