SEL: “That immediately raises the question: What will Yahoo and Microsoft Do? – Yahoo already is a top mobile ad network and so is Microsoft – in both traffic and estimated revenues. Both rank in the top five in terms of monthly uniques, according to various sources. – In 2007 Microsoft acquired Screen Tonic (mainly for technology) and, last year, committed an estimated $500-$600 million in revenue guarantees to be the search and display ads partner for US carrier Verizon (89 million subscribers). Microsoft’s mobile MSN has 25 million (or more) users. … While it will take a few years for big mobile ad revenues to show up and justify these prices, rest assured that the mobile internet will only continue to gain adoption. With 70 million users in the US today, poised to pass 100 million at some point this year, this market is real – and red hot.”

TC: “The move is at once unsurprising and strange for Apple. Unsurprising, because Apple has ventured into this territory before with its negotiations with AdMob and has made it clear that it wants a cut of the soon-to-explode mobile advertising sector. At the same time, this is wholly unfamiliar territory for Apple. The company has long focused on selling high quality devices and the polished software that accompanies it. Yes, it distributes a vast amount of media through iTunes, but it is almost never involved with actually creating this media. Nor does it typically have a sales force selling advertising.”