Google, Microsoft and Yahoo! aim to generate billions of dollars through mobile advertising over next decade.

The big barriers are the mobile companies AT&T Inc and Verizon Wireless, which have kept high rates for the internet usage.(1,2)

Google, Microsoft and Yahoo! want to use the mobile phone ads to guide the customer to nearest restaurants, markets etc. in the driving directions and by sending the coupons for products.(1,2)

Google sees the half of half-future sales coming from mobile phones advertisement. Microsoft, the biggest software maker, wants a revenue source outside of personal computer programs.(1,2)

Mobile phone companies have kept high rates to generate revenue and they want to get high profit from everything that comes between customer and mobile phone. Due to this in U.S. the only 13 percent, users are subscribers of internet and in Japan; this ratio is more than 50 percent.(1,2)

On top of the $40 to $50 the average customer pays each month for basic calling plans. Typically charge $30 to $40 for full Web browsing. Services that let people find shops near where they are using the phone can run an additional $10. (2)

Google is negotiating with carriers on ad projects, product management. The company is not depending on the mobile operators. It plans to bid for wireless spectrum band in January and is testing a free service that finds users' locations on mobile maps, bypassing phone company charges.(2)

Telecom companies feel that advertisement campaign from internet and phone services may create the vulnerabilities. Customer can by pass the carriers pages and services to go to directly to Google. (1, 2)

Source:
(1) http://news.xinhuanet.com/
(2) http://www.bloomberg.com/