updated 06:00 pm EDT, Thu March 22, 2007
Advertising on the iPhone
The iPhone was a major subject of debate at the Online Media, Marketing and Advertising Expo held this week in Los Angeles, according to the research firm Piper Jaffray, who have also offered commentary on the rumored Google phone. Advertisers are said to have identified the iPhone as a dramatic shift in the world of mobile marketing due to its being one of the few phones capable of browsing the true Internet -- most phones are restricted to browsing WAP sites with little to no graphics, the advertisers say. Combined with the expected popularity of the iPhone, advertisers anticipate increasing the amount of conventional Internet advertising as it should reach an expanded audience.
In turn, analysts at Piper agreed that Google is unlikely to enter the cellphone market in the near future, pointing to the search engine developer's cooperation with Apple and other handset manufacturers.
"The bottom line [is that] we believe Google is working with, not against Apple in the mobile world," said analysts Gene Munster and Michael Olson.
While they concur that Google has hired people who once worked on the Danger Sidekick, Piper's source on the matter suggests that these were only five to ten workers whose speciality is in software, not hardware. Munster and Olson argue that this is to bolster the use of Google on all mobile phones, including (but not limited to) the iPhone.