Bharti Airtel and Google are collaborating in offering mobile search and ads in India, Airtel is going to incorporate Google Search on its Airtel Live mobile WAP portal.

Along with the search functionality there will be embedded Google’s mobile ads. According to the release, “Google will provide search for Airtel Live in two areas - on net (rich content on Airtel Live) and off net (Internet on Mobile).”

The mobile ads will be on a cost-per-click basis. Airtel’s GPRS is a comman usage means in Metro Cities like Delhi and NCR. To reach out to the masses Airtel will have to cut down on their GPRS pricing, there are over 5 million GPRS users in India.

And another.. constraint can be the handsets people use, cheaper EDGE enabled mobile sets will also enhance its usability.