The potential rise in usage and value of mobile search has been evident to Search Marketers for several years now, with the question always hanging in the balance - When will technology and usage reach its tipping point? The answer is fast becoming: Soon. Which is not to say that 2010 is definitively the "year of mobile search," but rather, that now more than ever businesses are at a crossroads of needing to consider and prepare a mobile strategy with the same care they do their other online marketing initiatives, or face being left in their competitors' dust. Just think, a recent Forrester report revealed that at end of 2009, "[s]martphones reached 17% share of US adult subs[scriptions], up from 11% at the end of 2008 and 7% a year earlier." And analysis firms from Gartner to Morgan Stanley estimate that mobile phones will statistically overtake desktop computers in terms of internet usage volume within the next 3-5 years.