The first thing the MMA needs to do is change the name to mobile info. You don't "search" on your mobile phone. Leave the term "search" for the PC industry.
From Daily Business Mobile search group established by Mobile Marketing Association
The Mobile Marketing Association (MMA) today announced the establishment of a Mobile Search Working Group designed to establish guidelines for a search marketing ecosystem.
Mobile Search will help carriers monetize out-of-garden content and capture advertising revenues, while allowing merchants to target consumers at the moment they are looking to buy.
What each of these participants should do (as I do daily) is ask consumers what kind of services THEY WANT on their mobile phone and cater the applications around that.
The information you need/want on your mobile phone is completely different than what you request from the PC.