Internet media company Yahoo Inc. Wednesday launched its Web search service aimed at mobile phone users in the United States, opening a new front in its rivalry with Internet search leader Google Inc.
The new service marks the first time Yahoo is offering a easy-to-use Web search interface for U.S. mobile phones. Earlier this month, Google announced a test service that allows people to use mobile phones or handheld devices to tap Google's Web search via text messages, or short message service.
Yahoo's new search offering, which is an addition to Yahoo's existing mobile products, comes as mobile Web search is beginning to make gains in the United States, where cell phone technology has lagged Europe and Asia.
Customers of Sprint, Cingular Wireless and AT&T Wireless Services Inc., three of the top U.S. wireless services, can tap Yahoo's Web search as well as its specialized local and image search functions.
For example, a person could use Yahoo Web search to get a weather report for San Francisco by typing "weather San Francisco CA". A teacher could use the image search service on a field trip to show students a picture of a famous person or place.
Yahoo's local service helps users find such things as businesses, restaurants and stores, along with any related ratings. It will also pinpoint it on a map and deliver the telephone number as well as driving directions.
"We think that has tremendous applications in mobile," said Doug Garland, senior vice president of Yahoo Mobile, referring to the local search offering.
The new service is available to most cell phones with color screens and can be accessed through the Yahoo site or via http://www.search.yahoo.com. Google also offers a wireless browser.
Web search is a booming business area because of related advertising services that are highly targeted and very lucrative.
For the moment, neither Yahoo nor Google serves advertising with their mobile offerings.
During the Internet boom, several companies offered Web search from mobile devices. Those services did not have massive U.S. adoption due to limitations on mobile phones.