WSJ.com - Cellular Carriers Work To Outdo Google, Yahoo: "Envisioning a lucrative wireless search and advertising market, U.S. cellphone companies are shying away from deals with Internet giants such as Google Inc. and Yahoo Inc. in favor of partnerships with small start-ups they can more easily control.
Google, Yahoo and other Internet companies are targeting wireless search as a major new growth area as cellphone use proliferates globally. They see billions of dollars in potential revenue from selling advertising that is linked to searches for ringtones, games, local listings and mobile Web content."