Google and Yahoo are targeting mobility as the next frontier. At the Consumer Electronics Show in Las Vegas this week, both companies demonstrated search, mapping, traffic and other location-based applications for consumers on the go.

Why the big push? Money. Spending on mobile ads is expected to rise to about $1.5 billion this year and at least double in size by 2010.

Samsung Electronics today announced it will provide Google search, mapping and e-mail applications on its handsets.

Beginning in “early 2007,” the Korean vendor’s handsets will include a Google icon in the applications menu for one-click access to search and mapping functions. Samsung has already launched, the SGH-Z720, its first mobile handset installed with Google mobile search and Gmail services. It’s expected to appear on several more handsets over the next few months.

Deals between Google and Motorola, Sony Ericsson, BenQ Mobile and other handset vendors were also announced.

Meanwhile, rival Yahoo also announced a new cellular-oriented search application, oneSearch. Yahoo also made similar arrangements with several other leading handset makers, including Motorola, Nokia, Samsung and Research In Motion.

Yahoo believes it will do a better job delivering vital information to mobile phone users without forcing them to click through as many links as conventional searches on the Web require.

Yahoo says their mobile software currently works on about 70 different phone models.

Yahoo’s OneSearch is a part of a major upgrade of Yahoo’s mobile software. The company plans to aggressively promote the software on its Web site, where visitors will be able to determine if the applications are compatible with their phones.

Yahoo! Go 2.0 includes a unique carousel for simple navigation of Yahoo! Go widgets for e-mail, local information and maps, news, sports, finance, entertainment, weather, photo sharing and search. It includes:

• Yahoo! oneSearch – A new mobile search service designed to give consumers instant answers. It recognizes the intent of a search term and presents relevant content – not just a list of web links to PC sites. Results are grouped by subject making it easy to read through and drill down to get more details
• Yahoo! Mail – Easily access and manage e-mail messages through the Yahoo! Mail messaging inbox on the phone, including ability to reply, delete and compose new messages, store e-mail messages locally on the device to allow for offline access
• Yahoo! Messenger – Send and receive messages, share emoticons, and access the Yahoo! Messenger friends’ list, just like on the PC. Set presence information to show availability to chat with friends and family, and view presence information to know when they are online too
• Yahoo! Personal Information Management - Synchronize contacts from the Yahoo! Address Book, tasks and events saved on Yahoo! Calendar

Google services aimed at the mobile user include:

• Google Mobile search: A Google icon in the application menu, will provide users with one-click access to Google search
• Google Maps for mobile: An application that enables users to view maps and satellite imagery, find local businesses, and get driving directions when they’re on the go
• Gmail for mobile devices: A new application that brings more speed, convenience, and functionality to the mobile Gmail experience.

Posted by Sam Churchill on Thursday, January 11th, 2007 at 12:04 pm.