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BizReport : Mobile Marketing : December 26, 2007

America Movil, Yahoo partner for Latin America mobile search

Search giant Yahoo is reaching out to mobile users via Latin American mobile provider, America Movil. The two are partnering for a mobile search platform serving users in 16 Latin American countries and the Caribbean.

by Kristina Knight

The deal will provide 143 million Latin American users with mobile capabilities.

The platform will utilize Yahoo's oneSearch mobile program as the default search engine for mobile users on the America Movil platform. Each region will soon have their own oneSearch version; additional Yahoo services may soon be available as well.

This is the latest collaboration, and the largest, for Yahoo. In 2007 they have created 21 different mobile partnerships in their efforts to boost the mobile brand. oneSearch was launched in January 2007 and marked the beginning of Yahoo's concentration on the so-called "third screen". So far, however, advertising platforms are the extent of Yahoo's involvement in the mobile realm. They have thus far avoided becoming involved in the development of mobile phones.

The oneSearch platform offers users a simpler way to access the mobile web by avoiding several click-throughs before they land on a particular page. The streamlined offering uses sponsored listings at the top and bottom of search pages. It also remembers queries from past searches to help users find results faster.

From $1.4 billion in revenue in 2006, mobile advertising is expected to reach more than $2.5 billion in 2009.

Tags: mobile advertising, mobile marketing, Yahoo

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