Two of the biggest publishers in interactive advertising -- Google and Yahoo! -- today announced initiatives that will push their content, but not yet advertising, more aggressively into the mobile arena.

Yahoo! has unveiled a new application called Yahoo! Go Mobile, along with two other Yahoo! Go services aimed at the TV and the PC desktop. The Mobile application, which works on certain Nokia phones, brings Yahoo! Messenger, Mail, Search, Photos, Address Book and content offerings to mobile devices. Previously, users could access Yahoo! Mobile through a WAP (http://en.wikipedia.org/wiki/Wap) browser, but there was no program installed on the phone itself. Local installation, Yahoo! says, will allow it to synch its offerings with the mobile device's built-in e-mail, messaging, address book and calendar applications.

Yahoo! has teamed with AT&T and Cingular in the U.S., and Nokia and Motorola internationally, to try to get the application wide distribution. Consumers with supported phones can also download it from go.yahoo.com.

"Yahoo! Go allows us to free the best of what the Internet has to offer from the confines of the browser and provides consumers fast and easy access to the essential products and services they know and love," said Terry Semel, chairman and CEO, Yahoo!, in a statement. Semel announced the Yahoo! Go initiative at the CES consumer electronics event going on in Las Vegas.

So far there is no advertising on the mobile applications, which are free to the consumer, but Yahoo! has not ruled out the possibility. Most of Yahoo!'s Internet-based applications are advertising-supported.

Google, too, is looking to extend its Internet applications into the mobile space. The company has mobile search, local search and mapping offerings already, and a new deal with Motorola aims to increase user adoption and awareness.

Under the terms of the agreement, certain Motorola devices will ship with a Google icon pre-installed, so users can click to immediately access Google from their handsets. These devices will be available later in the first quarter of 2006.

Google hasn't yet distributed its AdWords ads on its mobile search pages, which are accessible via a WAP browser. Like Yahoo!, its main source of revenues on the Internet is advertising.

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I know everything is moving towards mobile, specifically cell phones, but personally I think it's stupid. IMHO, the screens are too small, the data connection is too slow, and the user interface (read telephone keys) is almost completely useless for interactive web features.

Maybe when everyone has a 3G cell phone connection (or a WiFi enabled phone) it might be useful. I've tried using my phone for web use when I first got it and it's slow and painful. Just a few weeks ago I was waiting for a ride so I tried to look at CNN text news on my phone. I got through 2 articles in maybe 20 minutes. That's just ridiculous.

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I agree on the most part.

Slow and painful to navigate, not to mention the added expense of using mobile minutes...

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When I buy a phone, I want a phone. Not a camera/web browser/jukebox/video player. Just a phone. And if I really need one, I can also use it as a mini-flashlight to find a key-hole.

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Haha... For sure Walt... besides making calls, only other feature on my phone I've used regularly has been the little LED flashlight...

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