If you scan the news reader this morning you're likely to see a flood of mobile news coming from a billion different sources.  Make that a billion and one.  The 3GSM World Congress is going on so expect a few more of these news-makers.  Several of the announcements are significant enough to warrant talking about.  But I'm going to try to cover the big ones in a single post:

Google

Arguably the least important of the news was the announcement that Google and Vodaphone, the world's largest mobile network operator, have partnered to bring Google Maps to Vodaphone customers.  I shouldn't say that the news isn't important.  What I really mean is that it's less impressive than some of the another announcements.  But regardless, it's a good move on Google's part.  More Google Maps on more phones ultimately equals more eyes on Google.  And Vodaphone customers could do a lot worse than having Goolge Maps on their handsets.

Microsoft

Microsoft announced the release of Windows Live Search for mobile devices that support Java or run Windows Mobile.  In fact, Windows Mobile users should take extra note as Microsoft also released Windows Live for Windows Mobile (WLWM).  WLWM combines Live Search, email, "Live Spaces", and instant messaging into one application.  Live search features category-based local search, maps, directions, and traffic reports.  This is fairly big news for Microsoft.  I doubt consumers are as thrilled, given Live Search's lousy market share and performance.  But it shows that Microsoft is interested in covering it's bases and giving fans of the service a complete user experiences.

Yahoo

The real noise maker so far has been Yahoo.  I'm can't say I'm surprised.  Yahoo has been the most aggressive of the search companies when it comes to mobile so far.  And their announcements at 3GSM have been the most impressive… so far.

Mobile Advertising Platform

Yahoo announced the roll-out of it's new mobile advertising platform.  Ads, which will appear near to the top of Yahoo's mobile site, will be clickable and allow consumers to call advertisers directly.  Alternatively, clicking an ad can take mobile users to other pages that further explain the advertiser's offer.

To support the new platform Yahoo also announced partnerships with some big names in 19 countries.  The partners, which include Hilton's Embassy Suites, Infiniti, Intel, Nissan, Pepsi, Procter & Gamble Asia Pacific and Singapore Airlines, will see their advertisements run in the aforementioned system.  According to the press release from Yahoo, Vodafone chose Yahoo as the exclusive provider of display advertisement for their network in the UK.

The L.G. Partnership

Yahoo and L.G., one of the world's largest makers of mobile devices, also announced a partnership that will see Yahoo's mobile offerings pre-loaded onto L.G. products later in 2007.  In a separate press release, Yahoo said that it's Yahoo! Go for Mobile 2.0, Yahoo! Mail and Yahoo! Messenger mobile products would find their way onto L.G. mobile phones.  In addition, the recently-released Yahoo oneSearch would be available on select models.

Final Thoughts

These are both big announcements for Yahoo.  Big announcements.  The mobile advertising system, supported with some of the biggest names in the world, could be a huge boost for Yahoo's bottom line.  And that's where Yahoo could really use a good boost.  Google and Microsoft's announcements were worth reporting on.  But they don't compare to the potential of Yahoo's.  L.G. provides millions of mobile devices across the world that will soon have Yahoo all over them.  Vodaphone has more subscribers than any other mobile network in the world and will soon have Yahoo all over it.

Yahoo is about to be all over the mobile world.  If they can continue to push aggressively into the market, and maintain their dominance, it could be HUGE for them.  But like I said… they have to be able to maintain what they've got going.  If they drop the ball, which wouldn't be a first, it could all have been for naught.