As we all know, marketing world has been fascinated by a battle between MSN & Google around Yahoo.

Google claims that MSN’s complete monopoly in software shouldn’t be reinforced by increased share in online marketing.

MSN’s claims are around Google substantial online share (around 75% on average). Even a slight increase in this share will deliver almost a complete online monopoly.

Google, an unstoppable online giant, doesn’t like to lose and their solution, apart of overtaking MSN, is much wider and more targeted- a lucrative, still less competitive mobile market.

This week, at The Mobile World Congress in Barcelona, Google announced a release of a new software for mobile phones, Android, which is going to be free & will enhance online browsing on mobile phones. Google already has formed the

Open Handset Alliance (OHA), made up of 34 companies, including chip manufacturers and handset makers.

So why should it be successful? There are many reasons for that.
First, use of mobile phones is culture based phenomenon. In Europe texting is a big thing, while in Japan people use mobiles to sent e-mails and browse the web.

Secondary, in developing countries people may never have a PC or can’t have one due to lack of constant power supply. Therefore mobile phones are convenient and provide an easy access to online resources.
Thirdly, in some places, such as China, there are 3 times more mobiles than PCs.
In case the new software is proved to be successful, Google will win a new portal for paid online marketing, with a much higher number of visitors, permanent access & still cheaper PPC rates..

So does Google really need Yahoo? The time will tell.

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