Behind the cutting edge

Instead of meddling in carrier software (as Google is doing), Yahoo is setting its sights on selling ads for the mobile platform, reports The Globe & Mail.

Yahoo is working on a number of deals that enable it to sell ads across carriers.

Marco Boerries, head of Yahoo's mobile division, positions this approach is the key to success in the market.

Google's "Android" mobile software, which aspires to make handhelds more amenable to apps, innovations and adverts from the inside-out, will not appear on phones until mid-'08.

Meanwhilst, Yahoo's fresh-inked network of carrier deals may bring mapping, email and other features to mobile internet users more quickly.

Services will be accompanied by Yahoo ads.

Boerries doubts Google will be able to sell enough advertising to cover the costs it will incur from its mobile business model.

If Google succeeds, however, he suggeseted Yahoo is open to adopting a similar software-based model.