Yahoo’s had a busy start to the day, announcing three new mobile initiatives. They’ve launched Yahoo! Mobile Publisher Services, “a suite of services designed to enable publishers to increase the discovery, distribution and monetization of their content on mobile phones.”
They’ve opened up oneSearch to aforementioned Yahoo Mobile Publishers Services.
They’ve announced a new mobile advertising alliance that see

Despite many believing mobile marketing to be a “non starter”, the search engines continue to invest heavily in mobile search. With $11.4 billion expected to be spent on mobile search advertising by 2011, Yahoo is at the top of the list of companies staking their future on the tiny web browser.

Earlier this year, Yahoo launched their mobile oneSearch technology for Yahoo Go and today the number two search engine will announce their expansion of oneSearch. For those of you needing a primer, oneSearch is designed to make searching for and finding information as quick as possible for consumers by providing relevant results right on the page such as news headlines, images, business listings and more as well as easy navigation to other web sites. Effectively, oneSearch anticipates the type of information you are looking for, and does away with the arduous task of navigating ten blue links in a mobile browser (see the “pizza” example, right).

Business Week looks at the battle to dominate the mobile search space and its estimated $11.4 billion ad spend by 2011.
While Google has the lead, Yahoo is making a strong challenge and there are a many white-label providers out there.
Regardless of who is leading at the moment, the mobile search field is wide open

Ok, so unlike the Google/Vodafone announcement, news that Yahoo has signed some big name companies to deploy mobile ads to 18 countries, is significant.
Yahoo said it has signed up major advertisers including Hilton’s Embassy Suites, Infiniti, Intel Corp., Nissan, Pepsi & Co, Procter & Gamble Asia-Pacific and Singapore Airlines will be initial advertisers on Yahoo’s mobile advertising system.

While Google’s making deals to add maps to cell phones, Yahoo’s actually signing deals that will bring an immediate increase to the bottom line