Building on its initial foray into mobile (inclusion of Apps into the iPhone), Google digs deeper still, adding its Search and Maps functions to the Planet 3 mobile portal. This year Google's made some interesting moves. In addition to its stronger commitment to the enterprise and non-profit industries, the online giant has made it clear that mobile is paving the way for the future of connectedness, following Apple in heralding Web 2.0 onto the one platform that's with us all the time. Marketing Director John Penberthy-Smith stated, "Our objective is to make sure that our customers have an experience which gets closer and closer to the one you would expect when using your home PC, but on your mobile device, wherever you are." The UK's mobile operator Planet 3 will be integrating Google Search and Google Maps into its Internet offerings as an X-Series provider. Users familiar with selecting a browser homepage on home computers can do the same thing on a 3 Mobile: Select Google as your search provider, and with every future Internet log-in you will automatically be routed to Google's page. Maps, on the other hand, can be downloaded onto 3's Services grid. But the vast majority of new handsets coming off the assembly line will have the function pre-installed. But Google's just the beginning, if we're inferring correctly. Penberthy-Smith adds, "We're not about forcing people to use a particular service or brand - we aim to let you choose which one you prefer." Content Management 365 points out that mobile operators have oft been criticized for keeping the walled gardens up around mobile functionality. Companies seeking to provide a service on mobile phones must develop costly relationships with a selection of carriers, making it difficult to provide the same service across all carrier platforms. It's hoped, however, that the sheer size and pervasiveness of Google's services, as well as the new ground broken by Apple's iPhone, will yield a more pliable mobile industry with time. With cellphones overwhelming the number of landlines and the platform more available in Third-World countries than even computer-based Internet, it's increasingly clear that mobile is less a privileged service and more a utility. Surprisingly, it was Microsoft that made this illuminating point, at the last YPulse conference. Adding to our democratic pipe dreams, it is rumored that Google may also launch its own mobile service.