clipped from: adage.com   

While Google has been able to translate its lead in desktop search to the mobile environment, owning 47% of the mobile search traffic to Yahoo's 25%, according to ComScore, the web may turn out not to be the de facto entry point for search on the phone the way it had been for wired PCs.

According to the Kelsey Group, U.S. mobile search advertising revenue, including mobile web and in-app search, is expected to grow from $39 million in 2008 to $2.3 billion by 2013
the latest data from AdMob suggests that more traffic is migrating to apps: More than 60% of the ad requests in its iPhone network come from applications, vs. 40% from the mobile web.

While it will be another two to three years before mobile advertising generates meaningful dollars, Mr. Lindsay said "early positioning in this space is critical to longer-term success."