My paper will attempt to show three marketing opportunities and how these opportunities will affect the firm’s finances, public relations and the reasoning why the firms should pursue my suggestions. Dmoz is currently the only search engine with all human editors. Given that fact, they have managed to index 3.5 million page with over 400,000 categories. Dmoz is unique because each site that is submitted must be reviewed by an actual human before it will appear in the listing. While it may seem “old-fashioned” to some, the result is a highly reliable index of only legitimate, properly categorized sites. Dmoz's directory structure is very hard, if not impossible to fool. In fact, although submitting sites are permitted to select certain categories, the human editors may place the site elsewhere if they believe it to be a better fit. This gives searchers the confidence that they will find what they are actually looking for when they enter a certain category (http://www.search-engine-site.net/dmoz.html) AltaVista, as an Overture company, seems to use a very similar algorithm and spidering process as Yahoo. However, there are a few ways in which AltaVista sets itself apart. AltaVista provides the most obvious advantage to those conducting specific multimedia searches. Directly above the search field are a number of tabs (Images, MP3/Audio, Video, etc.) that allow the user to search for files as well as webpages. (http://www.search-engine-site.net/AltaVista.html) Teoma was developed at Rutger's University. Its original concept was to reward sites with “subject-specific” popularity. This is similar to the Google popularity calculator. Whereas Google gives your page points if other pages with a high PageRank link to you, Teoma gives extra credit when sites that share a similar subject matter links to you. The idea is that sites that are respected in a certain field or about subject matter will be referred to by other websites with the same sort of concept. (http://www.search-engine-site.net/Teoma.html) Google is currently the industry standard for search engines. Indexing over 4 billion web pages, Google is the largest and therefore the most commonly used search engine on the Internet today (http://www.search-engine-site.net/Google.html) The marketing strategies that I would pursue for these search engines to make them as competitive as the leading search engines sites and making them available to all end users -- the market strategies that would be pursued would encompass an operating system software like that of Microsoft. This will allow them to compete with the major leading search engines. They could also extend operations in the mobile phone system types. With this type of marketing it illustrates a media shift toward multimedia. Mobile search will account for around $715 million, or almost 15% of a total mobile advertising market worth nearly $4.7 billion (www.emarketer.com). Basically, mobile search is not only a facility move or change of web search engines to mobile tools, however it is perceived as more of an extension branching out into specific and a generalized part in mobile broadband and mobile subject matters, together this would illustrate fast-paced growth as long as it is useful and able to be seen by other major search engines. (www.emarketer.com). Each search engine should focus on building a better search engine, improving your search engine give more pertinent searches. The marketing suggestion can be extremely rewarding as in revenue factors and obtaining new users and keeping established. In order for these search engines to compete with the larger and most popular engines it would be wise to make this transition, tomorrow’s mobile media shift networks will complement and add further value to today’s investments and would be financial rewarding (Beinaime’, P.). These are large projects, competition is heavy, the risk are high especially for the operating software project but it is easy to complete and these projects may affect numerous division of the firm if they were newly formed businesses but they have been in the markets for a number of years so certain parts would be affected. I would strongly recommend improving the search engine they exist to serve the needs of the masses. The internet is the most open of capitalistic systems in the sense that users award the best sites with their traffic (Beinaime’, P). Search engines realize that end users want to find what they are looking for quickly. Improving the search engine will give you more users - creating more revenue. The marketing opportunity presented would give the companies more exposure and would allow them to compete against leading search engines such as Google, MSN and Yahoo. New Customers bring revenues established users continue revenues. The key would be effective communication. The Public relations would show the company as keeping up with what is happening in today’s growth mobile networking and providing end users with more relevant searches. The company’s would have the exposure to their targeted audience supplying them with new methods, tools and tactics that will appeal to each individual end user. It would be very positive. Improving relevant searches and keeping up with new technologies would improve finances greatly over the long run.

References:
Mobile Search in the US-emarketer; Marketer Digital Intelligence. Retrieved July 24, 2010, from www.emarketer.com/article.aspx?id=1005170
Open Directory Search Engine Sites. Retrieved July 24, 2010, from (http://www.search-engine-site.net/dmoz.html)

Open Directory Search Engine Sites. Retrieved July 24, 2010, from (http://www.search-engine-site.net/AltaVista.html)
Open Directory Search Engine Sites. Retrieved July 24, 2010, from (http://www.search-engine-site.net/Teoma.html)
Open Directory Search Engine Sites. Retrieved July 24, 2010, from (http://www.search-engine-site.net/Google.html
AIU Course Materials: BUSN 300-1003B-10 Lower Division Capstone, Unit 1 Improvement Opportunities. Retrieved July 25, 2010, from https://mycampus.aiu- online.com/Classroom/Pages/multimediacoursetext.aspx?classid=305147&tid=184&uid= 150354&HeaderText=Course Materials: BUSN300-1003B-10 : Lower Division Capstone
Beinaime’, P., (2008) Mobile Broadband value added services Industry can learn from Asia- Pac’s lead. Retrieved July 25, 2010, from http://www.telecomengine.com/article.asp?HH_ID=AR_4409