To help people keep up with the relentless pace of change in mobile we're starting a short, quick fix of mobile news that we think is significant. If you're in the mobile business it will probably seem a little Janet & John, but we think it might be useful for people at agencies and brands who aren't fully focused on the sector.

We'll do this on a regular basis, so if you or anyone you know would like to receive a copy drop a line to simon (at) addictivemobile (dot) com.

And we'll post it on here too.

addictive - Mobile Fix – January 21

Mobile search just got smarter

In the US Google search will now give search suggestions based on your location

http://googlemobile.blogspot.com/2010/01/optimized-search-suggestions-using- your.html

Mobile sector consolidation - M&A news

Google bought Admob and Apple bought mobile ad network Quattro. Mobile adserving company Amobee recently acquired media exchange Ring Ring, and now the mobile browser firm Opera is set to purchase adserving company Admarvel

http://www.pcworld.com/businesscenter/article/187254/opera_acquires_mobile_a dvertising_company_admarvel.html

iphone puts the ‘i’ in ‘wide distribution’
iphones are now sold in the UK by Orange, Vodafone and Tesco as well as by their original supplier O2 – and it’s rumoured that both Virgin and TMobile are supplying iphones to their top customers who threaten to leave. Vodafone claim to have shipped 50,000 iphones on the first day.
In France the switch from an exclusive supplier to wider distribution led to a 100% increase in iphone market share. Will we see the same in the UK?

http://www.cbronline.com/news/vodafone_not_expecting_to_repeat_o2_iphone_ problems_190110

Map it out...
Maps on mobiles are big business – with Google being the key player. But Nokia spent $8 billion acquiring Navteq and now releasing Ovi maps – and navigation - free to anyone with a Nokia phone. Obviously they see a revenue stream in location specific advertising; we can expect maps to become a sub set of the search business with local retailers like coffee shops paying to be found by people in their neighbourhood.

http://maps.nokia.com/explore-services/ovi-maps

Mob shopping - retail goes mobile
We’re seeing more and more high street brands adopting mobile strategies. Teen favourite Abercrombie & Fitch are the latest with an app and a mobile site. Site content features the latest collections, and a storefinder. We’re hoping their strategy extends to mobile search advertising – we see that as a major play for both retailers and brands to drive local footfall to shops and stockists.

http://www.mobilecommercedaily.com/abercrombie-fitch-adds-additional-sales- channels-with-mobile-commerce-offerings/

Mobile banking set to overtake online by 2015
With an influx of newly released banking iphone apps we’re starting to see the promise of mobile money. Although emerging markets already have established money transfer service. A survey sponsored by Visa suggests rapid growth.

http://www.mobilecommercedaily.com/mobile-banking-will-exceed-online-services- by- 2015-mercatus/