The Catalyst Code

Google may have conquered the computer screen for now, but Yahoo and Microsoft are still in the running to develop the killer search-based advertising platform for the mobile phone.

The mobile phone is going to become increasing important as it becomes a platform for buying and paying for goods and services not to mention consuming music, video, and text media. Consumers may not want their phones cluttered up with spam and intrusive advertising.

But there are going to be lots of opportunities to find ways to insert search-based and contextual advertising in phones. To ignite the reaction between consumers, advertisers, and mobile carriers, the ad-search companies are going to have to develop efficient search methods along with advertising that provides value to companies while not alienating phone users.