Between iPhone and the Android, I wonder if anyone else has a chance to even become a player on the mobile web. This morning, AdMob released its Mobile Metrics Report for February. I know it isn't the most accurate data out there, but directionally it speaks volumes about the market. According to the report, smartphones now account for 48 percent of traffic on the AdMob network, up from 35 percent a year ago.

What I found more interesting was that the iPhone OS share rose to 50 percent of all requests vs. 33 percent in February 2009. Android increased its share from 2 percent in February 2009 to 24 percent in February 2010. In comparison, Symbian's share of smartphone requests fell from 43 percent in February 2009 to 18 percent in February 2010. The boost in Android and iPhone's traffic can be attributed to two things: full-featured browsers and mobile apps.

While in New York, I'm currently using the iPhone with Sprint's Overdrive MiFi and BlackBerry to stay connected with everyone back in San Francisco. I open the laptop only in the morning and late at night when I want to write out longer posts. I am betting my behavior is not unique as more people are spending time on their smartphones.

According to the report, the share of feature phone traffic in AdMob's network declined from 58 percent to 35 percent year-over-year, even though the absolute traffic from feature phones still went up 31 percent. Mobile Internet devices experienced the strongest growth of the three categories, increasing to account for 17 percent of traffic in AdMob's network in February 2010, the report said. Of course, this category was led by the iPod touch.

Independent ad shop M&C Saatchi has acquired mobile marketing firm Inside Mobile for an undisclosed sum. Inside Mobile, which has been around for four years, will be rebranded as M&C Saatchi Mobile. Both companies are based in London. M&C Saatchi-not to be confused by the Publicis Groupe-owned Saatchi & Saatchi, which ousted the company's namesake founders-has been working on expanding its global presence the last few years, opening 22 offices in 16 countries. This appears to be one of the first notable digital acquisition M&C Saatchi has done since opening its doors in the mid-1990s, though it cites digital and social marketing as part of its two dozen “core disciplines.” Inside Mobile's founders, Dusan Hamlin and James Hilton, will continue to manage the shop. They'll also retain a 40 percent interest in the new M&C Saatchi Mobile. Release

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