T-Mobile
has entered into a new strategic partnership with
Yahoo to
introduce a range of mobile services across Europe.
The agreement supplants
Google as
T-Mobile's mobile search services provider in Europe, and sets the stage for
Yahoo
oneSearch to become the exclusive mobile search service for T-Mobile
customers from April.
Marco Boerries, executive vice president of Connected Life at Yahoo, said: "
We are integrated at the operator level, so we understand location, and we can
prepare just the right results. It is search designed with the mobile web in
mind."
T-Mobile has also expanded its social web services by partnering with popular
online communities such as
YouTube,
MySpace,
Flickr and
Bebo.
The operator has unveiled plans to launch mobile instant messaging services
in partnership with
Windows
Live Messenger,
ICQ,
AOL
Instant Messenger and
Yahoo
Messenger.
In order to encourage customers to access these services anywhere and at
anytime, T-Mobile has lowered roaming charges for data usage in Europe.
"We are moving away from the web to something new," said Christopher
Schläffer, group products and innovation officer at T-Mobile.
"We are going to push the answers to the screen [from a] federation of
content sources including the device portal, local search and people and
community search.
"With Yahoo, we combine our joint innovation power to bring the mobile
internet even closer to our customers. OneSearch is a prime example here."
Analyst firm
Ovum is upbeat
about the new partnership, especially as Yahoo is going through a tough time
following
Microsoft's
takeover bid.
"Yahoo is doubtless taking some consolation from having cocked such a
high-profile snook at Google. And justifiably so," said Ovum analyst John
Delaney.
"Combined with its deal to sell advertising space for T-Mobile, today's
announcement will be an important boost to Yahoo's position as the operators'
friend in the hazardous world of the mobile internet."
The main advantage of this optimisation is that users will be able to access
their favourite sites with one click from a personalised homepage of the Web 'n'
Walk portal.
"It is important not to overlook the fact that the Yahoo deal marks an
important shift in T-Mobile's approach to its mobile internet service," added
Delaney.
"T-Mobile's role is becoming notably more interventionist than at the
inception of Web 'n' Walk.
"By involving itself more in its users' internet experience, T-Mobile hopes
to offer more value and to build its home page into a portal and a piece of
advertising inventory.
"But the risk is that T-Mobile will discover that its users really preferred
it when T-Mobile gave them access to the web, and then got out of their way."
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