Here's a Pondering Primate Prediction.
Google has made it clear they want to offer all forms of advertising. Besides having the PC search engine of choice, there is one thing (well one obivious thing) that Google has been offering for some time that Microsoft hasn't offered, and I haven't seen any buzz they will either.
Google has an SMS platform.
You know Pontiac's TV commercial that says something like "Just Google Pontiac" for info? Google could sell words, but only trademarked ones, to advertisers to put a trademarked word search at the top.
The next type of advertising I think you see from TV commercials is "Text P, or Pontiac to 46645 (GOOGL) for more information".
Google starts selling keywords for their SMS platform that will connect the text messager to the desired site, a Google Link.
The keyword when sent via SMS, will respond with the specific site of choice, but Google could also add a "mobile keyword" tag on their main search page.
Magazines, TV ads, radio will start referring consumers to Google Words, or Mobile Keywords.