Yahoo! has announced the launch of sponsored search results on Mobile Web Service. Yahoo!, for past two years has been running beta test in Japan. Steve Boom, Senior Vice President of Broadband and Mobile at Yahoo! said, "Enough users are doing queries that it’s beginning to turn into a business big enough for Yahoo! to find interesting. We’ve done the same thing in the UK on a single operator for the last nine or ten months and the same trend appears to be happening.”
Steve claims that their testing in Japan, the UK and the internal testing in the US have been succesful with no complaints.
As per the press release, "Beginning with this launch, Yahoo!'s web search results on the Yahoo! Mobile Web services in the US and UK will include Yahoo!'s high quality sponsored search results from a select group of advertisers." It also says that Yahoo! will expand the number of participating advertisers.
"Yahoo!'s Mobile Web service is available on most mobile phones across all the major mobile operators in the US and UK. The browser based service is designed for mobile phones and gives consumers quick access to their favorite Yahoo! services including Yahoo! Mail, Yahoo! Messenger and Yahoo! Search, as well as content including Yahoo! News, Yahoo! Finance and Yahoo! Sports"
Get more information at http://searchmarketing.yahoo.com/mobile.