Today, Microsoft releases the Windows Phone 7 in the United States. The Windows Phone 7 Marketplace currently has more than 1,600 apps, according to PC World, and one that marketers may be particularly interested in is the newly announced Google Search application.
Preorders for the phone suggest that consumers have eagerly awaited its arrival, which may help Microsoft gain share as a mobile platform. But it may not necessarily help Bing gain ground on Google, which dominates the mobile web browsing market. Google says that with its new app, "searching with Google on your Windows Phone 7 device just got easier."
The application offers quick access to web, image, local, news and other search results. While Google announced the launch of Google Instant for iPhones and Androids last week, it seems Windows Phone 7 users will have to settle for query suggestions (no predicted results).
The app is a free download, and it could reinforce Google mobile searching behavior. StatCounter data shows that Google accounted for more than 98 percent of mobile searches last summer.
Marketers should consider creating mobile-ready search campaigns for Google. Whether Windows Phone 7 and the new Google app prove a hit or not, mobile web browsing is on the rise. The latest comScore report, covered by Brafton, shows that more than one-third (35.1 percent) of mobile users searched the web via their devices in September – a 2.2 percent increase over July.