Yahoo is what it has been since 1997, a portal. Google is a search service. Now, with the rise of the Mobile Internet (we're still at 1994 with this, in fact) Yahoo is gigging Google and calling it "limited."

This is not just rhetoric. Yahoo has long been a leader in mobile services. And it's extending that lead with a new games service.

But this does not mean, as Business Week writes, that Google is a "one-trick pony," that its offerings are "limited." This is pure spin from Yahoo's PR people.

Forrester (via the Pondering Primate) offers some better suggestions. Provide other ways in which people can use Google to search for things outside the Web.

Bar codes, for instance, could reach Google from a mobile phone, and Google could return the answer as an SMS, just as with their present SMS service.

Keywords can be sponsored, and tied to specific ad campaigns. Google can also work to get its toolbar onto phones.

All well and good. The key, I think, is for Google to remain true to its brand. It has created a Big Time Brand around the idea of Search (and Find). It should not let Yahoo, nor anyone else, distract it from remaining consistent to the brand as it expands onto phones.