Portal-Combat

Search giants prepare to fight for off-portal mobile Google and Yahoo! are preparing for a new battle to power off-portal search on publishers' mobile sites. Emerging off-portal publishers like Eurosport and The Sun have started to include Yahoo!'s Onesearch service on their mobile sites. News Of The World, Reuters and Teletext are among those planning to offer search services soon. Online third-party search has proved a highly lucrative and fiercely contested market, with both Google and Yahoo! competing for each site that becomes available.Now they're heading for a similar land grab on the mobile platform as Google also develops its mobile search offering, which is already live in the US. EMarketer predicts mobile search will be worth $715m (£363.5m) by 2011. Geraldine Wilson, VP of Connected Life for Yahoo!, said that as publishers increasingly adopted mobile she was keen to work with them to complement their strategy."With the launch of services and big-brand internet services moving onto mobile, mobile internet use is going up at a significant rate."Publishers are given a slice of the revenue generated from clicks on sponsored keyword links.“It's a traffic driver and delivers ad revenue as another way to monetise the site," he added.