Telstra has revealed the addition of almost one million new mobile services in the six months to December 2011, but Sensis revenues plummeted 24 percent in 12 months.
While Telstra has clearly made it easier to find all of this information from its own sources, as well as the wider web, it still has to compete with Google itself.
Google might still be more than “just one click away”, but if it provides better information, users will seek it out instead.
This is Telstra’s challenge: ensuring it is better than, or at least as good as, Google. Telstra are making the right moves, but Google is still a mighty competitor.
Google is not guaranteed success despite its already amazing track record, and while Telstra isn't as cashed up as Google, it does plenty of resources of its own.
Still, in the search for a much greater share of the mobile search market, Telstra is clearly hoping it will find what it’s looking for.
The accuracy of its own search products will determine whether Telstra and its users find the right results, or get lost on the way.
David Bass
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