Why Does Google Care About Mobile?

• Posted: Sunday, November 11, 2007
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• Author: pradhana
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• Filed under: Apple, Google, iPhone

Hint: There are more mobile phones than PCs.

After months of speculation about a Google-branded iPhone rival, Google's announcement of an open development platform for mobile phones seemed underwhelming. But the search giant has something more than mobile hardware in mind.

Google cannot grow fast enough relying solely on the PC-driven Internet. It must extend search marketing to new interactive platforms, new markets and new advertisers who aren’t currently online.

"The only current candidate with the scale to match Google’s appetite is the mobile phone." said John du Pre Gauntt, senior analyst at eMarketer.

Take local advertising. In the United States, local online advertising accounted for 7.2% of the 2007 local marketing total, leaving over $100 billion that local online ads just don't capture.

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