oneSearch is a search facility integrated into Yahoo! Mobile’s portal application - Go 2.0 - with a remit to “understand the type of search you’re doing and optimise the results accordingly” … based on what you’re actually doing in the portal.

Novarra’s Vision™ server platform will transcode the landing site following a search result click-through in an attempt to maintain continuity, i.e. the visually rich, fast and intuitive mobile experience that Yahoo! Go was intended for.

On the face of it, the reasoning is sound. However, many are already referring back to similar changes made by Vodafone Live - where reconfigured m-commerce sites were crippled when the User Agent of the mobile device was masked in Novarra’s transformation process.

Yahoo!, who have hopefully learnt from this experience, will allow mobile content providers to opt-out of the process from day one. Novarra claim they have commercially tested Vision across hundreds of phones and browsers. Time will tell.