theEweekly Wrap: Weddings, unions, and ads meet previews

Let's Elop The long-awaited mobile deal between Nokia and Microsoft was finalised this week, with Nokia CEO Stephen Elop reporting, "our product design and engineering work is well under way". Nokia handsets using the Windows Mobile 7 OS will be available in late 2011 or early 2012. Of course, the new relationship is not exclusive – Nokia will continue to make handsets using the Symbian and MeeGo platforms – but it will cut the company's costs by an estimated €1 billion per year.

Shares in the company rose three per cent following the announcement. However, despite financial results for Q1 2011 being better than expected, Nokia's year-on-year profits have fallen by ten per cent according to Marketing Magazine. The manufacturer also suffered a drop in mobile market share, taking it to 29 per cent – the first time in a decade it has been below 30 per cent.

Try before you buy Google has begun testing a preview button on PPC advertising. Similar to the organic search results preview button unveiled in November, the ad preview can be seen by clicking the magnifying glass icon on ads. The landing page is then shows in miniature, so users can ascertain whether it is worth visiting the site.

While previews on natural and mobile search results were only beneficial to the user – saving them time – this latest innovation may positively impact businesses and advertisers. As the preview does not count as a click, the number of non-converting clicks should go down. In theory, this would reduce CTR but increase the overall conversion rate, with the result that overall campaign costs would go down. If, of course, anybody actually uses the preview button.

Real-time royalty The public will be able to track the royal wedding on April 29th through various social media platforms. The official @ClarenceHouse feed will be tweeting in real time using the hashtag #rw2011, while images of the big day will be uploaded to Flickr. Meanwhile, viewers around the world will be able to view the BBC's live coverage as it happens, or any time afterwards, on the official royal YouTube channel.

YouTube said: "Google search trends show that in addition to the UK and the US, the top ten countries searching for 'royal wedding' include places like Singapore and the Philippines. In response, we've been working to make as much of the big day as possible accessible to everyone."