Google might have its eyes on the mobile ad delivery market but its offline track record does not guarantee it success, opines Donna Bogatin at ZDNet.
While Google has undoubtedly ruled the online advertising space, other ventures offline - such as print, radio and TV - have either stalled or not yet proven to be serious threats to existing players. One problem they could run into in the mobile space is that carriers own the infrastructure and do not react well to outsiders trying to take money the carriers think is theirs.

Existing business models, Bogatin suggests, actually put the power in the carrier's hands and not Google's. That means the search engine giant needs to find a way to work with, and not around, the carriers if they're going to find success in the mobile arena.