Microsoft Defeated by Yahoo in Mobile Battle

The Sunnyvale super giant Yahoo reached an agreement with Telefonica, the famous owner of O2, in order to become the exclusive mobile search provider for the handheld devices connected to this network. According to The Telegraph, this deal might bring over 100 million clients from all around the world to Yahoo's mobile search platform oneSearch. What's more important is that Yahoo's technology will replace Microsoft MSN's search engine but the two companies didn't mention the length of the agreement or the financial terms. Using this partnership, Yahoo will improve its image in Europe where O2 exists in no less than 15 countries.

"There are a number of different targeting advertising options we can do. Age and gender for example are specifics that are only passed on if the user declares them - but demographics, geographics and behavioural facts can be used," Geraldine Wilson, vice president of Yahoo! Europe mobile division, said for The Telegraph. "Our deal with MSN has been going for many years and offers customers a limited service and no advertising. Yahoo!'s service should unlock the mobile internet for customers," Graham Riddell, head of content at O2 UK, added for the same source.

Yahoo's oneSearch was rolled out a long time ago and was supposed to become the main mobile searching platform used in every corner of the world. Since the official release date, oneSearch has grown up a lot and many market researches made by specialized companies revealed that Yahoo's technology reached an impressive number of clients in most of the countries where it exists.

The new deal will help Yahoo evolve in a market where other super giants such as Google aim to reach new limits. The mobile industry tends to become one of the main attractions for the Internet companies which try to expand their offerings into this market and bring a new segment of users to their products.