Michael Boland, of Search Engine Watch, in his posting Replicating the Web: Will Google Dominate Mobile Search? speculates:
“Google announced last week that it will offer a search box to mobile Web publishers to plant on their sites and share revenue from search results.
This is an extension of its existing AdSense for Mobile program, and is no surprise. Google is following the same path it did online many years ago: Partnering with publishers to share ad inventory and planting its search box all over the place…
Stepping back, we’re seeing mobile search providers stake claims that will soon become a much more substantial mobile Web. The name of the game will be landing publisher and carrier deals: For the latter, Microsoft recently became the search provider for Verizon; and Yahoo has a longstanding mobile deal (extension of its online deal) with AT&T for on-deck search applications.
But Google seems to be placing its bet on off-deck searches, which are growing as the mobile Web becomes more like the online Web…
Google is looking at a growth medium in mobile. The mobile Web holds more than 50 million users in the U.S. (about 25 percent of the number of online users), a figure The Kelsey Group expects will nearly double over the next five years…
Mobile behavior is quickly evolving, so it’s hard to say what standards will emerge. But if trends continue, Google could be positioned well with AdSense for mobile.
Generally speaking, it could be positioned well for search overall. As the mobile Web becomes more like the online Web, online search behavior could carry over to the mobile environment — a good thing for Google and its 63.5 percent market share.
It’s already starting to happen. Google’s 63 percent share of mobile search queries is eerily close to this online share. Now that it’s effectively positioned an early lead in the next big growth medium, we can expect many more years of Google dominance (if there was ever a doubt).”
Incisive Interactive Marketing LLC. 2009 All rights reserved.