Yahoo has finally launched its beta test for sponsored search program for all users of its mobile portal in the U.S. and U.K. Therefore, all mobile phone users having access to the Yahoo Mobile network will be able to see paid results if they search for a specific term. The full beta test has kicked of limited trial in two countries and a broader trial roll out in Japan. At present, there are only limited reference term will be available to the users but the company is planning to expand the base of the search terms involved in near future.
However, search engines operation on mobile phones still lacks a robust and sophisticated user interface on a large variety of phones and further the entire system struggles to determine the value of a click on the mobile search results. Yahoo on this issue has stated that in Japan mobile search ads are commanding higher prices in comparison to the web.
