Apple 2.0

Covering the business that Steve Jobs built

Apple is grabbing mobile ad share from Google, Yahoo, Microsoft and Nokia

September 27, 2010: 5:45 AM ET

Smaller rivals like Jumptap and Millennial Media are also gaining, according to IDC

U.S. only. Source: IDC via Bloomberg Businessweek

The pie chart at right is somewhat premature, given that it is IDC's best guess -- via Bloomberg Businessweek -- of what the $500 million U.S. mobile advertising market will look three months from now.

But it's an indication of how the winds have shifted. Apple (AAPL), which had 0% share of the market before it bought Quattro Wireless in January and launched iAd in June, will end the year at 21%, according to IDC.

Where did that share come from? Chiefly from Google (GOOG), Yahoo (YHOO), Microsoft (MSFT) and Nokia (NOK), according to the Businessweek piece.

IDC's before-and-after numbers for the biggest losers below the fold.

Dec. 2009 Dec. 2010
Google 27% 21%
Yahoo 12% 9%
Microsoft 10% 7%
Nokia 5% 2%

. . .
[Follow Philip Elmer-DeWitt on Twitter @philiped]

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About This Author
Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for Fortune.com.

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