Yahoo's new play for Mobile Advertising

After Google's Android its Yahoo's turn to try and shake up the mobile content market and capture a share of the growing mobile advertising industry. Similar to Android Yahoo is betting on open source it is launching Yahoo Go 3.0 beta and is also announcing its own developer platform. Yahoo's aim is to become a starting point for the mobile Internet and It has taken a slightly different approach than Google or Microsoft it is trying to carve out a major chunk of mobile business by delivering a range of new and existing Internet services tailored to work on different types of mobile phones rather than by building phones itself like Apple or building Phone Operating System like Microsoft or Google.
The Yahoo! Mobile Developer Platform will provide tools for developers to code and launch mobile widgets for a wide range of cell phones. The platform is an open environment based on XML for developers to create mobile Widgets for instant access by millions of consumers. It has already signed up as its Third-party Widget launch partners as eBay, MySpace, and MTV.
Yahoo Go 3.0 meanwhile provides an “open” environment offering Yahoo!’s full selection of Mobile Widgets developed by third parties. Yahoo is hoping that developers who write services to run on Yahoo’s mobile offerings could choose to have Yahoo deliver ads on those services. Yahoo Go 3.0 initially will run on 30 different handset models available in the United States. In coming months, the company planned to introduce the software to work with hundreds of different mobile phone models worldwide.This space is very crowded with lot of people betting on mobile being the future the Internet and yahoo doesn't wants to be left out.
via NewYorkTimes and Marketing Pilgrim