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BizReport : Mobile Marketing : January 08, 2009

Microsoft, Verizon partner for mobile search

Verizon Wireless has struck a deal with Microsoft for mobile search; according to the deal Microsoft will be the default mobile search provider for Verizon phones. The deal will help Microsoft as they battle search giant Google for a bigger piece of the mobile search pie.

by Kristina Knight

The deal will also allow Microsoft to handle Verizon's mobile search and display ad products. Financial details of the partnership have not been released.

Details of the deal indicate that beginning in the next few months Microsoft will begin powering search queries across Verizon's mobile hub; they will also provide local and online search platforms. Verizon users will be able to use Microsoft Live's voice commands as well as entering queries by hand.

What is probably most interesting for mobile marketers is that, on the Verizon Network, they will now have a one-stop-shop of sorts to buy both search and display ads.

As it has in the Internet search arena, Google has a commanding 60% share of mobile search. The deal between Microsoft and Verizon could give Microsoft a bit more leverage as they move to fight Google and close competitor Yahoo (18% share) for the majority of mobile search dollars. However, Microsoft will have to fight consumers' familiarity with Google platforms. Changing how consumers search will not be a simple fix because these actions are habitual. Consumers used to searching via Google won't automatically change this simply because of their mobile providers' partnerships.

Tags: Microsoft, mobile marketing, mobile search, Verizon

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