Vangorilla has suggestions for Google:
To start, promote your domain registration business. It all starts here. From the time a company registers their domain, provide all the features that make their website accessable thru a cellphone (WAP, Java).
Then I would ALSO offer other WAYS to get to your site instead of typing the actual address. Provide a 2D code, or a barcode, or even the spoken word. By offering this other identifier, you have provided a way to reach this site via cellphone in every magazine, poster, newspaper, billboard, businesscard, actual product from the company (ie label, can, CD).
I see Google becoming the search engine of choice for the mobile eventually, but instead of search engine, I think the term will be navigation engine. The phone is more of a remote control than the PC. It interacts with the physical world so it will have to be able to recognize/decode other identifers (barcodes,2D code, logos, spoke word, numbers) to get the user to the targeted site.