The soft launch of 1-800-GOOG411 signals that Google, Inc. will vie with Microsoft (with Tellme), AT&T (with Nuance and others) and Jingle Networks in defining how directory assistance will morph from caller-paid, limited-function, query-and-response to an advertiser-supported, search/find/transact model. By 2010, advertiser support of free DA could capture roughly $3 billion of the $9 billion spent by advertisers and end-users for speech-enabled mobile search. Yahoo! is yet to be heard from.

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