Google wants to grab a chunk of the rapidly-growing mobile advertising market with its upcoming Google Phone or 'GPhone', according to industry reports.

The search giant has invested hundreds of millions of dollars in a mobile phone that is customised to showcase Google products, such as its search engine, webmail and Google Maps, the Wall Street Journal (WSJ) reported yesterday.

The WSJ cites "people familiar with the plans" as saying that Google, which is conducting much of the development work in Boston, has developed prototype phones and approached handset makers and mobile operators including Verizon Wireless and AT&T.

Industry analysts suggest that Google may replicate its huge success with internet advertising by acting as a broker for mobile adverts.

Reuters subsidiary Anian reported last month that Orange would be Google's most likely worldwide partner, with T-Mobile selling the phones in the US.

Google has declined to comment directly on the reports, although a spokesman said that the company plans to partner with various mobile operators and handset makers around the world.