GOOD MORNING. Stocks in Asia closed higher today, European shares are up, and U.S. shares are pointing to a higher open.

A major shift could be underway for mobile tech companies as they go head-to-head to increase market share and pluck customers away from the competition. In a challenge to Google (GOOG), Apple (AAPL) yesterday afternoon announced that the next version of the iPhone will have a software system that allows advertisements to run on apps from the company’s app store. The announcement, which also included news about new features for multitasking on the iPhone, underscores the increasing usage of mobile phones to surf the Internet.

Ongoing developments in this industry present investors with opportunities for long-term growth. On a larger scale, analysts predict that mobile tech phones will remain a top industry at the forefront in the economic recovery. In part, data usage, which is increasing each year—as well as a potential customer base that’s expanding globally–are creating a platform for real expansion and innovation in the wireless industry, says Karl Mills, the president and chief investment officer for Jurika, Mills & Keifer, an independent investment firm.

However, analysts say, the industry is also at a crossroads. “The next 12 to 18 months is a shake-out time; the winners will be decided and they will have an exceptional lead over the laggers,” says Trip Chowdhry, a senior analyst covering Apple, Google and Microsoft (MSFT) at Global Equities Research.

For the most part, Apple and Google investors can rest easy for the near- and long-term since both companies are likely to remain ahead of the mobile-tech wave. Within the next six to eight months, iPhones and Motorola’s (MOT) Android will launch features that allow for video conferencing, says Chowdhry. Also, expect an “augmented reality” application, he says. With this app, mobile phone users will be able to point their phone at a building and receive detailed information, like it’s name and the companies based in there – not to mention train schedules and updates that will likely be available to commuters on train or subway platforms.

Chowdhry says these advancements suggest that the competition – Research in Motion (RIMM), Nokia (NOK) and Microsoft – could be left behind. “What we are seeing today is Google and Apple are [going] for the position of leadership while RIM, Nokia and Microsoft appear misdirected in research and innovation efforts.” In the fourth quarter, RIM’s U.S. sales fell, but the company maintains a large market share among businesses, and analysts believe that it’s in the process of creating new user interface and a new touchscreen with slider keypad to revamp its image. “We think RIM’s near-term prospects are strong and equally balanced by longer-term competitive issues,” wrote Michael Urlocker, an analyst at GMP Securities, in a report.

IN OTHER NEWS:

  • MasterCard (MA) will introduce an online shopping mall next week. LINK
  • Yahoo’s (YHOO) chief technology officer Ari Balogh has announced he will leave the company. LINK
  • Greece might need to get emergency aid from the International Monetary Fund within days, say UBS economists. LINK

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