A post back from April 2005. But it's even more interesting now that Microsoft is making inroads in the mobile ad space.

How Google Makes A "Googol"

Now here’s what Google gets.

-a world wide Yellow Pages that provides a great local search database.
-another revenue stream from selling mobile keywords.
-the data from every cell phone and their queries (phone number, location, keyword) a mobile marketing dream, that can be sold to advertisers. I am thinking Nielsen ratings for the phone

I would think any company doing a mobile marketing campaign would pay for this info.

The two things mobile search needs are location and relevant data. The GPS chip solves the first and a Google Mobile Words solves the other.

This is how Google makes a googol.