Google gazes into truly mobile future
…location-based ads to revolutionise web?
Tags: google, ads, location based services, advertising

The arrival of a truly mobile web, offering a new generation of location-based advertising, is set to unleash a "huge revolution", Google chief executive Eric Schmidt has said.
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Schmidt said at the World Economic Forum, in Switzerland: "It's the re-creation of the internet, it's the re-creation of the PC story and it is before us - and it is very likely it will happen in the next year."
Current estimates for mobile advertising are cautious, with consultancy Forrester predicting revenues of under $1bn by 2012.
But Schmidt said this figure was too low and failed to take into account the fact the mobile web was reaching a tipping point.
Google aims to be a prime mover by bidding for coveted airwaves to launch an open US wireless network, pitting it against established telecommunications players. The move will take the company well beyond its core web search and online advertising franchises.
Some analysts are worried at the high costs involved but Schmidt said he was confident location-based advertising - which could, for example, direct hungry travellers to nearby restaurants - would be "a very, very good business".