While Yahoo is working with major mobile & wireless carriers to provide advertising via the mobile Yahoo network and its partners, Google is working with Vodafone to develop a GPS oriented location based Google Maps for Vodafone users.

The Guardian quotes:

“Vodafone sees Google Maps as a new milestone in the relationship that both companies are developing,” said Frank Rovekamp, Global Chief Marketing Officer of Vodafone.

“It is a prime example of how Vodafone, through its location service and distribution scale, can complement Google’s products and unlock mass-market access to exciting services.”

Google, Vodafone, Mobile Maps System