Google did well in the fourth quarter, giving the company runway to talk about its next wave of initiatives. Specifically, executives that said alongside the larger category of display advertising, mobile will be the No. 1 growth area in the next year, with significant revenue to accompany the widespread uptake of mobile devices that can handle data. With phone features like GPS and cameras, and the incorporation of personalization, social and local features, Google Senior Vice President of product management, Jonathan Rosenberg, said on today's earning call for press and analysts, "There is potential to make this mobile web better than the PC web." Rosenberg said advertisers are also wising up to mobile, finding that including their phone number or address will increase click-through rates. Further, targeting tools and analytics are improving monetization rates. However the company declined to break out mobile revenue.
