Google is receiving a higher percentage of it's ad revenue from mobile ads and searches. This trend is only going to increase. How and why? Let's face it, more people are searching via mobile than ever before. Mobile is on the grow. You know that. The reason Apple went fron the traditional iTunes sync model to iCloud is because the next demographic they look to sell devices to (Think iPad and iPhone, think India and China) don't own a PC or Mac to sync with. The mobile device IS the Internet to this widening group!
So now let's think further. Adwords, keyword bidding, where does that money go in the traditional "PC or Mac computer on your desktop" scenario. It goes to deep-pockets Google, some to Bing, less and less to Yahoo! How does Apple get in on this? They aren't going to dip into Google's arena, search, even Bill Gates couldn't dent that. How about subverting the search process? What if Apple had technology that delivered the search results while deadening the impact of click thru rates, bidding, and the other strings attached to search? Enter Siri. A neat phone-based feature that "valets" your search requests for you. It uses the web, heck it uses Google, but the click thru and eyeballs per thousand impressions benchmarks that define traditional advertising and Google's search model fall flat when Siri sings. Could Apple equip so many people with their devices, armed with a Siri, that the backbone of Google's revenue be at risk? Oh wait, they have sold millions of devices, made the software readily available to existing Apple product users and are creating wearable devices like Siri-watch phones... hmmm? Siri could grow to deliver more than just restaurant reviews and weather reports. Siri could be Apple's ying to Google's yang. All hidden in the hardware used by people the world over. Even Googlefolk. It's hide and seek, with the latest "peekaboo" sounding very much like a female voice from a gal named Siri. This will be interesting!