It is clear that 2007 will be the year that mobile search query traffic grows substantially. Our current model is to use targeted text ads and we have evidence that the monetization of those ads is higher than in non-mobile uses. So it looks like the advertising revenue on a per-search query is likely to be significantly higher on mobile than on non-mobile.
Well, that's interesting for the consumer online ad market. But what about enterprise IT?
The unspoken strategy here is the consumer effect. Google plans to make headway in the desktop enterprise market by first introducing consumers to Google Apps. Then, Google will expose more IT managers to the applications, while convincing them that enterprises can safely make the switch from Office. I think Google's mobile services hook will look very similar.
As I posted yesterday, I think Google has a mobile strategy for the enterprise, but it's not coming out and showing its cards like it is in the consumer arena.