U.S. Operators Shying Away From Deals With Online Giants

Это пересказ заметки в Wall Street Journal от MocoNews:

So is the premise of this story: it says that U.S. are shying away from search or advertising deals with online giants such as Google and Yahoo, in favor of partnerships with small start-ups they can more easily control. Part of it, I think, it also because the startups are more focused and aggressive, and Yahoo/Google/AOL/MSN have all been anemic in their mobile efforts.
Anyway, back to the story: The story says Verizon Wireless is close to doing a deal with mobile-search provider Medio Systems, where VZW users will be able to search for downloadable multimedia content through a Medio-powered search bar. Medio is also developing a text-listing ad service. Another small search provider JumpTap says it has struck early-stage search deals with several North American carriers, and one is believed to be Cingular Wireless.
Alltel, the fifth-largest U.S. cellular carrier, meanwhile has narrowed its selection of a search partner to JumpTap and Medio.
The usual reasons for this behavior from operators: the dynamics of mobile search and advertising are different than online. Also, by aligning themselves with startups, the carriers believe they will keep a greater rev-share of the generated ad revenues...operators also worry that their brands will be diluted if they gave a prominent marketing slot to a major Internet brand.
However, Google and Yahoo say carriers will eventually discover the start-ups can't handle large amounts of user requests.