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Yahoo to collaborate with Google on Android?

The global mobile phone advertising market will grow GBP 8 billion within 3 years, according to Research firm EMarketer Inc.

This might be the primary reason, according to rumours, why Yahoo may decide to partner with long time rival Google in a bid to reach more mobile phone users.

Internet giant Google said at the CES show in Las Vegas that it will boost its presence online and create a mobile ecosystem that can compete with Google by attracting developers, publishers and advertisers.

Unlike Google which is firmly betting on its Android platform as a way to make mobile internet more user and developer friendly and Microsoft which already has millions of Windows Mobile devices on the market, Yahoo is focused on developing a better on-device mobile portal, according to Tony Cripps (opens in new tab) of Ovum, an analyst firm.

The company has also opened up Yahoo Go, its mobile application, to third parties like MTV, eBay and Myspace and has encouraged them to develop content/widgets around it.

Yang also demonstrated an in-house version of its Yahoo Mail service which would encapsulate some social networking (opens in new tab) features.

The Globe and Mail (opens in new tab) reports that Yahoo "expects the market for mobile operating systems to become increasingly commoditized as more and more players enter the market."

Yahoo is actually vying to become a "Google for mobile devices", a point of entry that gives the user access to resources almost instantly, something that Yahoo did well before Google came and change everything.

Whether Google and Microsoft will sit still and allow Yahoo to do so is highly unlikely and it will be gripping to observe how Google and Microsoft will deal with Yahoo's surge.

Désiré Athow

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.