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The real threat to Google
Google's biggest threat may not be Microsoft or Yahoo. No, one of the most formidable challenges facing Google is likely sitting in your pocket or purse. It's your cell phone and it will put added pressure on Google and other Internet companies to revamp the way they handle online marketing.
As more people use cell phones and their tiny glass screens to gain access to the Internet, Google and its fellow online advertisers will have less space, or what's called "ad inventory," to place marketing messages for customers. Google makes money selling ad inventory, which is diminished on a cell phone.
Google needs to prepare now for this shift, suggests Ben Kunz, director of strategic planning for the media planning firm Mediassociates.
