Google’s recent move follows Microsoft’s acquisition of advertising platform ScreenTonic and AOL’s purchase of Third Screen Media. How does all this influence the future of the mobile internet and advertising opportunities associated with it? 

The most significant message to the entire industry is that mobile advertising growth, which has been sluggish to date, will accelerate thanks to such a firm commitment by Google.

It also sends a very clear message to mobile operators that, as the mobile internet continues to open up, we will see a pursuit for market share by serious players and witness some exciting monetization strategies with strong emphasis on mobile advertising.

Growing numbers of users with access to websites outside of the operator’s walled garden, combined with handsets which make the mobile internet friendly to the end user, will serve as the foundation for the mobile revolution.

Operators’ greatest concern will be to secure their position beyond the dumb pipe generating traffic to other media outlets. Here is where I expect to see some strategic maneuvers with operators, publishers, application stores and handset vendors competing for the attention of the end user.

Rest assured that presence on the handset’s front screen will become most strategic to all. So what will it be? The widget on the front screen leading to a publisher’s site, the operator’s on-device portal, or maybe dynamic broadcasts to the front screen diverting users to the mobile internet?

Let the race begin…