The screen above, taken from Google Maps, is one place where the Google Phone (I think of it as the Google AdPhone) is going to be monetized big time. This page is the result of a very new Google Labs program in test where Google has "local business reps" (of any and all demominations) gathering detailed business information from storeowners (hours, methods of payment, cute postage stamp pictures of the retailer or restaurant, etc.). Why test putting citizen armies out there? Well just think of this as a much more focused and more extensive Yellow Pages available, most directly, from a Google Phone (or even an Apple iphone indirectly connected). And... there's far more information than was displayed in the Apple iPhone map tv spot about finding and calling the San Francisco seafood restaurant.
Then think about all the AdWords (or AdWord-like-objects you could sell to these retailers to support their listings). Just imagine going into the store with a Google Phone and showing your on-screen coupon to get 20% off a sweater or buy one pizza get one free.
So what you say? Well, 2007 US ad spending is projected by TNS to be $153 billion. Classically, Yellow Pages, both on and offline has been 10% of that market. So that's a potential market of $15B for Google to tap into as they replace the Yellow Pages with AdWords and AdSense--whether on a Google AdPhone or any other Open Alliance phone (more on all this later)