T-Mobile Taps Yahoo for Mobile Search and Ads in U.S.

T-Mobile has signed with Yahoo OneSearch to provide mobile search and ads to its subscribers in the U.S.

The inclusion of OneSearch is part of an upgrade of T-Mobile’s online browsing experience, christened Web2go. On top of the search enhancements, Web2go comes with a customizable start page and simpler downloads for mobile content like ringtones and wallpapers. At first, it will be available only on the company’s newer handsets, including the G1 phone offered with Google. Later it will be rolled out to older T-Mobile phones.

OneSearch offers blended news, image and other results around a user’s search term. Likewise, in addition to text-based search ads, OneSearch also comes with the ability to serve some display advertising onto results pages.

It may surprise some to see T-Mobile partner with Google’s chief rival in the search, considering T-Mobile recently became the first carrier to offer Google’s G1 phone. However Yahoo has been aggressive in courting mobile operators, offering favorable terms to secure and device manufacturer partnerships.

Indeed, the competition among search providers for mobile carrier contracts has grown fiercer over time. One hotly pursued operator, Verizon, was on the verge of signing with Google when Microsoft elbowed in on talks, according to reports. The Redmond underdog is now the favorite to win the relationship.

Yahoo’s carrier network now spans 80-plus operators and handset makers globally, the company said. One of those is U.S. market leader AT&T.

Yahoo and T-Mobile have an existing relationship going back to February, when T-Mobile implemented Yahoo OneSearch in 11 European markets. At the time, the companies said they would work together to bring additional Yahoo services including Yahoo’s Flickr, Messenger, Mail, Weather and Finance to T-Mobile customers.

T-Mobile says it has 32 million subscribers in the U.S. and 127 million worldwide.

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