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After losing the battle to Google over the regular advertisements that appear next to web search, the number two search engine Yahoo! makes a great push in the field of mobile Internet advertising. The company continues registering more partners in the domain. It is worth mentioning that the company has already been applying the same strategy for some time, which maker it one of the biggest competitors in mobile Internet advertising.

Recently the British T-Mobile together with Yahoo! joined forces to offer a wide range of services to the users of cell phones. By adding T-Mobile to its list of partners from the United Kingdom, Yahoo! has now access to 2 out of the top 4 companies offering mobiles services on the island.

Resembling the approach of one of the Google's founders, Sergey Brin, as he mentioned some time ago that the right way would be "features, not products", Yahoo! doesn't have in mind to enroll into the competition by developing its own software like Google. Instead it looks forward to offer Internet services on the phones that are already on the market.

According to the report made by Reuters, under the T-Mobile deal, both parties will join forces to facilitate advertisers to transmit targeted adverts to consumers, who may then interact and respond as fast as possible: "Banner advertising through the Internet on your mobile creates many opportunities for potential advertisers to adopt innovative marketing campaigns" outlined Phil Chapman, the director of marketing at T-Mobile.

Geraldine Wilson, Yahoo's Vice President of Connected Life, talked on the issue and mentioned that: "Key to bringing brands to mobile is being able to offer them the audience. […] We already have an agreement with Vodafone and […] what that means is we’re building now the kind of interesting scale of audience for advertisers to start considering this medium seriously."