In the race to present users content within an acceptable click-distance operators and providers have lined up to implement a variety of mobile search schemes. But an increasing number of operators are also gravitating to client software solutions that use the idle screen to push content. The reasoning is simple: Selling content is not just about user-pull. Mobile search, a form of user-pull, is built on the premise that users know what they want and are prepared to go look for it. (That
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