O2 UK has signed up Yahoo! oneSearch as its main search engine for the O2 Active mobile internet portal.
The oneSearch mobile search engine gives consumers access to news, web images, weather condiditions, Flickr photos and mobile Internet sites in an easy-to-navigate format.
O2 said the service will be available to almost all its 15-odd million UK customers using a range of over 240 handsets. This has been made possible because Yahoo! has redesigned oneSearch to show detailed search results on the first-listed web page rather than simply present a raft of links to wade through.
O2 has said that reaching deals with established brands like Yahoo! was part of its strategy. This is much like Vodafone, T-Mobile, Orange and so on, who are all scrambling to sign deals with Microsoft (for Live! and Hotmail), Google and others, to encourage subscribers to use their mobile internet services.
O2’s deal with Yahoo! is part of a Group-wide deal by O2’s parent Telefonica. However, it’s not a completely altruistic deal as both O2 said it and Yahoo! expect new revenue streams to emerge from sponsored search advertising.
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