Google, Yahoo, and Microsoftall striking deals with cellphones service providers to dominate what cellphones users see when they turn on their phones, according to The Wall Street Journal.

“The tech giants want their search engines and logos to pop up on cellphone screens, enabling people to also use their phones for other services the companies provide, such as downloading maps, or sending email and instant messaging, just as they do on their computers.”

“The companies contend that even though only a small number of people currently use their phones to search for information online, there is a huge potential market with twice as many cellphones in use globally as PCs. And, as search engines become better at tailoring results to a user's location, mobi

le searching will become more attractive, they say. "The leading edge battleground between us and Google in local search really will come on the phone," predicts Microsoft Chief Executive Steve Ballmer.”

Yahoo Go Mobile now is being installed on phones sold with service plans from U.S. wireless carrier Cingular Wireless. Google has signed a deal with U.K. carrier Vodafone to have a Google link on the menu of options within Vodafone's own branded portal. T-Mobile is making the Google search feature the first thing customers see when they turn on their phones.

Google, recently started to sell mobile ads in Japan. When users do searches from cellphones on Google.com in Japan, text ads appear on the top and bottom of the results. Consumers can click on the ad and access its website to call the advertiser directly from their cellphones.