One important finding that emerged from our study is the importance of context, in particular location and time on information needs, especially when the user is on-the-go. We found that over 30% of information needs were geographical in nature, i.e. location dependent. Most participants sought after services/products within close vicinity to where they live, work or interact and many users included explicit location cues in their entries, e.g, nearest X. We also found a number of diary entries expressing information needs with temporal dependencies. For example, 8.4% of entries included explicit temporal cues, “Is there anything good on tv tonight?”. Furthermore, most of the geographical information needs were temporally dependent, even though most did not include explicit temporal cues. These results suggest that it is time for a radical rethinking of mobile search. Current approaches to mobile search are limited by the traditional query-based search interface on which they are based, one in which context and preferences play an ad-hoc role in guiding search. In order to offer mobile users an improved mobile search experience, we need to develop new types of context-sensitive mobile services that take full advantage of temporal, geographic, and preference-based contexts of mobile subscribers.