I've long suspected the most valuable feature of a mobile device is locating businesses and services while on the move. The much hyped and anticipated iPhone will give us it's take on how mobile search should be done in a few days. Didn't notice much advertising going on there, but a recent survey shows that might change.
A pay-per call ad provider called Ingenio is putting out stats through ClickZ News that One in Five Users Gives Mobile Search and Audio Ads Thumbs Up. Think AdSense links next to search results, fair enough.
So long as the carriers get their fair(?) share of the action, that could work.
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