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Quixey is far from the only player in deep mobile search, however. Most notably, Google has also been working on its own version of the technology. Gowrappan dismissed the global search giant as a threat.

“I would say we are about two years ahead in terms of technology and our product thinking,” Gowrappan tells Tech in Asia. “I think they are still approaching search and deep search and mobile search in an old web way.”

For now, the market remains fragmented, and because mobile deep search is still in a nascent stage, it will probably take some years before it consolidates in the same way that search engine optimization (SEO) has on the web.