Mobility Goes 'Yahoo!' - Part 2

Yahoo Inc. is once again hoping to wow us with wireless.

At today's Consumer Electronics Show in Las Vegas, the Sunnyvale, Calif.-based company launched Yahoo Go 2.0, the new rev of its popular mobile service (first introduced last year), with a beefed up search application called "One Search."

The free, ad-supported application will make it easy for users to conduct searches and instantly receive an easy-to-navigate carousel-style view of sites, headlines, photos and more so they don't have to jump around to different sites.

Yahoo, of course is in a battle to win the support of shareholders, take on mighty Google, and cement its spot as the leading mobile content brand.

Citing stats from Telephia Inc., today's Wall Street Journal (sub. req.) reports that Yahoo's mobile services were used by 7% of US cell phone subscribers in October, compared to 4% for Microsoft and 3% for Google and AOL, respectively.

And its breadth of offerings put it an enviable position in the mobile medium (Full disclosure: I have briefed Yahoo executives on mobile marketing opportunities).

And the company hopes this new application will solidify - and grow - its base.

But the going is going to get tough, with convergence leading everyone from carriers to handset manufacturers to computer makers to Web services companies seeking their share of the mobile masses.

This is a company that hopes its very name will express its feeling of success as the mobile age advances.