That’s the conclusion of a new report published by the Mobile Entertainment Forum’s Mobile Search Initiative (according to an email release). The document, which was written by Ovum analyst Eden Zoller, identifies low consumer awareness, poor ease of use, and the need for established industry-wide metrics as three of the key issues that must resolved if mobile search is to make the mainstream. The good news is the shift to flat-rate data tariffs will likely encourage increased browsing – even though the end-user experience is far from ideal. The MEF initiative, proposed by white label mobile search providers FAST and MobilePeople, is also supported by mobile operator Orange and Qpass, a content platform delivery company.