Kara began Monday with some of the hard facts from the pending AOL-TimeWarner (TWX) split. Stock issued for the post-spinoff AOL places the company’s total implied value at around $3 billion. Also on the list of stuff from 1994 being jettisoned from tech companies is the original instant messenger, ICQ. Kara reported that AOL seeks to shed the brand in an effort to keep the larger ship afloat. Over at Yahoo (YHOO), Kara opened the lid on CEO Carol Bartz’s shifting of top execs. In Silicon Valley’s house of cards, everyone watches out for a shuffle.

Over at Digital Daily, John brought some hard numbers to the stresses being felt by AT&T’s (T) 3G network thanks to a certain fruit-flavored smartphone. It seems that the iPhone is largely responsible for the 2,000 percent increase in data traffic in the San Francisco Bay Area compared with a year ago. (Weekend Update doesn’t claim sole responsibility.) Keeping up with layoff news these days is almost a full-time job. It’s a good thing Paczkowski is on the case. This week, Sony-Ericsson let roughly 2,000 employees go. The firm plans to shutter whole offices in both the United States and abroad. John finished strong with a whole slew of posts about the forthcoming Google (GOOG) Chrome OS, which was released in a developer’s beta this week. Next year, the good kids may be getting their stockings filled with Chrome rather than Apples.

You can never tell what MediaMemo will have up its sleeve in a given week, and this one was no exception. Peter came in early with reports that Wired magazine is another publication betting on a certain tablet. Wired may pave the way for other Condé Nast publication e-editions. From the department of “Hey, it looks like it worked for them,” a couple of music giants will release a Hulu-like service for music videos. No word yet on whether the Internet killed the video star. Peter closed it out this week with the fizzle that will be Oprah’s broadcast career. The talk-show-host-turned-deity will end her broadcast career in 2011, but may not be sorely missed by CBS, according to MediaMemo. Everyone is pretty torn up about Gail leaving though.

Personal Technology went a little off the reservation this week and covered an intriguing specialty gadget with a very specific target audience. The reading aid for the visually impaired is unusual for many reasons, not the least of which is that its branded Intel (INTC) both on the inside and outside. The reader uses a downward-facing camera to read text and translate it directly to speech. Walt was pleased with the device on the whole, though he encountered some bugs and a somewhat steep learning curve that may be a function of the novel nature of the product. Over at Mossberg’s Mailbox, the lead question this week was about data loss. Once the geek shudders stopped, Walt let the reader know that there are many alternatives to Apple’s (AAPL) Time Capsule drives, and the integrated Time Machine option is one useful alternative. At Mossberg Solution, Katie won a fight with a Pixi and brought us the blow-by-blow account. The cheap-and-cheerful version of the Palm (PALM) Pre features a stripped-down price. That savings came at too high a performance cost, said Katie. She praised Palms webOS, but came down on the side of spending a little more to get the Pre.

Stay tuned and check back often. Weekend Update will be back next week as long as we can make it out for the Black Friday sales with all our fingers and toes.

Odd to learn that Apple (AAPL) was considering such a move. After all, advertising isn’t exactly one of its core businesses, though it might have become one had it managed to buy AdMob, which is one of the largest sellers of advertisements on the iPhone.

“If a lot of traffic goes through my devices, why can’t I become the middleman that serves ads against that inventory?” said IDC analyst Karsten Weide. “AdMob would have allowed them to do that quickly.”

Indeed. If that’s what Apple wanted. And perhaps the company is interested in expanding into online advertising, as this “Advertising in Operating System” patent seems to suggest.

That said, it’s equally conceivable that Apple met with AdMob hoping to temper Google’s (GOOG) fast-expanding footprint in the mobile space and on the iPhone. With the acquisition of AdMob, the search sovereign is now the Internet’s largest mobile advertising company, with a dominant presence on the iPhone and any handset running its Android OS. Perhaps Apple’s intent was simply to make this a more costly endeavor for Google. But perhaps it was something more.

Good news for Microsoft (MSFT). Clearly, Bing’s traffic is not yet leveling out. That said, it should be noted that according to comScore (SCOR), whose search data are most highly regarded by Wall Street, Bing never lost search market share in the U.S.

Certainly, requiring Comcast (CMCSA) to disclose more information about its traffic management practices seems a mere slap on the wrist for a company that deliberately interfered with BitTorrent traffic in violation of Internet openness principles. But Comcast, which wants a court to reverse and vacate the FCC decision, feels even it was too much.

“The order is unlawful because it enforced mere policy–not any provision of federal law–against Comcast,” the company said in a brief filed with the D.C. Circuit Court of Appeals this week. “The commission’s action was procedurally improper and violated bedrock principles of fair notice…the FCC erred in enforcing mere policy…and this court can and should dispose of this case on that ground alone.”

In other words, since the FCC’s Network neutrality principles haven’t yet been codified, Comcast can’t be held accountable for violating them. The FCC, of course, disagrees. In a filing of its own, it wrote, “[FCC] determinations were lawful and reasonable….Congress created the FCC for cases such as this one.”

Indeed. And while it’s true that those Net neutrality principles Comcast ran afoul of aren’t yet official rules, they clearly will be soon.

“It appears that Amazon is gaining share the old-fashioned way,” ThinkEquity analyst Ed Weller noted last week, “by acquiring more and more customers…and selling more to each of them.” And judging from the nice gain in third-quarter earnings the company posted after Thursday’s closing bell, that would seem to be the case.

Net income for the period surged 69 percent thanks to a strong increase in sales. Analysts had been looking for earnings of 33 cents a share on revenue of $5.02 billion for the quarter. Amazon (AMZN) reported 45 cents a share, compared with 27 cents a share for the same period the previous year. Revenue rose 28 percent to $5.45 billion.

Once again, it seems Amazon has not broken out Kindle sales numbers in its report, though CEO Jeff Bezos did stress them in an earnings release. Said Bezos: “Kindle has become the #1 bestselling item by both unit sales and dollars–not just in our electronics store but across all product categories on Amazon.com. It’s also the most wished for and the most gifted. We are grateful for and energized by this customer response.”

Looking ahead to the key fourth quarter, Amazon is calling for revenue in the range of $8.125 billion to $9.125 billion. Analysts have been forecasting revenue of $8.13 billion. Given that the upcoming quarter includes the annual holiday shopping binge, Amazon may be looking at another blowout quarter.

Shares in the company are spiking on the news, up over nine percent to $101.90 as I write this.

Now, that figure includes sales made abroad, so we don’t yet know how many were sold by AT&T (T), but it’s clear that the number was substantial. In its third quarter last year, AT&T activated 2.4 million iPhones and 40 percent of those were for subscribers who switched from other carriers. So the fact that Apple (AAPL) sold as many iPhones as it did in the company’s most recent quarter, bodes well for the carrier.

As Craig Moffett over at Bernstein Research notes, “It is entirely conceivable that AT&T’s iPhone alone will account for more than 100 percent of the entire industry’s post-paid subscriber growth in the third quarter.”

But therein lies the rub. For while sales of Apple’s handset remain strong, the heavy subsidies it requires have pushed AT&T’s wireless margins down. And the heavy data traffic associated with the handset have led to widespread complaints about AT&T’s network, forcing infrastructure upgrades. Worse, AT&T’s dependence on iPhone exclusivity at a time when Apple is clearly transitioning away from such a model leaves it quite vulnerable.

“While the strong sales of the iPhone are positive for AT&T in the near term, they increase the company’s reliance on a product for which we do not believe it will be able to maintain exclusivity,” Pali Research analyst Walter Piecyk wrote in a note to clients Tuesday. “We believe more than one third of AT&T’s post paid customer base is tied to an iPhone user and that mix is likely to rise significantly over the next few quarters.”

But not this quarter. This quarter, AT&T is expected to add 1.5 million to 1.7 million net wireless customers, driven by demand for the iPhone 3GS, which was released early on in the quarter. And while another drop in wireline customers is likely to weigh on results, it will be tempered once again by the iPhone. AT&T is expected to earn 50 cents a share, compared to 55 cents in the year-earlier third quarter, according to analysts polled by Thomson Reuters, who see revenue falling to $30.9 billion from $31.3 billion.

Earlier this year, Cisco (CSCO) acquired Pure Digital, developer of the Flip video camera, for $590 million. Two weeks ago, the company spent $3 billion on videoconferencing system maker Tandberg. And now it’s purchasing wireless infrastructure outfit Starent Networks (STAR) for $2.9 billion, or $35 a share. That’s a 21 percent premium over Starent’s closing price on Monday of $29.03, but it’s likely money well spent for Cisco.

Starent makes hardware and software to support wireless multimedia services, an obvious sweet spot in the data services market right now. Indeed, Cisco expects global mobile data traffic to more than double every year through 2013. Which makes Starent a pretty good growth bet, from on acquisition standpoint.

“It’s very obvious that we are pushing the limits of the amount of capacity we have,” Jacobs said, adding that network neutrality regulations should not restrict operators’ ability to manage their networks.

“Operators should have the ability to say: ‘let’s be fair, this person’s moved a lot of data, this person’s used a little’, if they’re paying the same amount, then the person who’s used less will get more access….We are on the side of, yes, you have to be able to do something to manage your network, but it’s not the right thing to go in and say one service or another is OK.”

In other words, Qualcomm (QCOM) favors usage-based throttling. In theory, this should ensure that all customers get their fair share of bandwidth every hour of the day. In practice, however, it has meant something else entirely. So the question remains: If data traffic is to be shaped (and I am not saying that it should be), who will determine how it will be shaped and, more importantly, who can be trusted to make that determination fairly?

Jacobs’s remarks come a day after Federal Communications Commission Chairman Julius Genachowski reiterated the Obama administration’s call for network neutrality.

Troubling news for Microsoft (MSFT). Hitwise’s latest numbers are the second set of metrics from a Web analytics firm showing Bing’s market share in decline. Last week, StatCounter claimed Bing’s share of the U.S. search market in September had slipped to 8.5 percent from 9.6 percent in August.

As I noted then, while a month of slight decline might herald the beginning of a trend, it certainly doesn’t guarantee one–especially in search, where surges and lulls in market share are quite common. That said, this is the second set of data suggesting that Bing’s traffic may be leveling out. Whether this reflects the end of the big Bing marketing campaign or falling consumer interest remains to be seen.

Incidentally, Microsoft’s new search partner, Yahoo (YHOO), also saw its search share slip for the month, according to Hitwise. Yahoo claimed 16.96 percent in August. In September, it claimed 16.38 percent. Meanwhile, Google (GOOG) took 71.08 percent share for the month, up from 70.24 percent in August.

“We know you’ve been eager for this service so we wanted to offer a quick update on the launch plans for MMS on Friday, Sept. 25,” AT&T explained on its official Facebook page. “Late morning, Pacific Time, on Friday, the new carrier settings update enabling MMS should be live and ready to download through iTunes.”

Assuming everything goes as planned. And sources inside AT&T (T) tell DSL Reports that the carrier is “very nervous” that it might not. “AT&T and its MMS partners are already seeing ‘record traffic during peak hours of the night’ with just the users selected for testing,” the publication says. “That early testing has been a little rocky, with AT&T seeing a fairly significant test outage yesterday that has them rushing to beef up their MMSC messaging servers. Estimates among those working on the project are that traffic on AT&T’s wireless network will be about 40 percent higher all day on Friday as iPhone users fire pictures and video at one another.”

Evidently, AT&T has finished “finalizing” those very important “internal system upgrades” that prevented the company from supporting the feature at the outset like virtually every other carrier, a delay that made it the laughing stock of Macworld earlier this year.

AT&T (T) had repeatedly insisted that MMS capability would be available by the end of summer. By debuting the service on Sept. 25, it’s launching it three days into fall. But, whatever. At least, AT&T is launching it.

MMS will be available at no extra charge to iPhone users who already have a text-messaging subscription from AT&T and own a 3G or 3GS iPhone. It will be enabled by a software update on Sept. 25.

The official release, below:

An Update on iPhone MMS for our Mobility Customers
We know many of our iPhone customers are eager for an update on our rollout schedule for Multimedia Messaging Service (MMS). We’ve been working for the past several months to prepare our systems and network to ensure the best possible experience with MMS when it launches–and that launch date is: September 25 for iPhone 3G and 3GS customers. MMS will be enabled through a software update on that day.
We know that iPhone users will embrace MMS. The unique capabilities and high usage of the iPhone’s multimedia capabilities required us to work on our network MMS architecture to carry the expected record volumes of MMS traffic and ensure an excellent experience from Day One. We appreciate your patience as we work toward that end.
We’re riding the leading edge of smartphone growth that’s resulted in an explosion of traffic over the AT&T network. Wireless use on our network has grown an average of 350 percent year-over-year for the past two years, and is projected to continue at a rapid pace in 2009 and beyond. The volume of smartphone data traffic the AT&T network is handling is unmatched in the wireless industry. We want you to know that we’re working relentlessly to innovate and invest in our network to anticipate this growth in usage and to stay ahead of the anticipated growth in data demand, new devices and applications for years to come.
We thank you for your business and look forward to keeping you updated on our initiatives.

Reports claim that Microsoft Live Search, once known as Windows Live Search and, prior to that as MSN Search, will henceforth be known as…

Bing.

Which is pretty much what we’ve expected all along. Just what form Bing will take is another matter entirely. Will it simply be Live Search updated and recast? Or will it involve something more? Like perhaps that long-rumored deal with Yahoo (YHOO) BoomTown’s been talking about? Or what if, ZDNet’s Mary Jo Foley speculates, “Microsoft and Yahoo announce some kind of jointly-managed company that will trade ad sales for search engine placement. This ‘MicroHoo’ won’t be a merged Microsoft-Yahoo. Instead it will be some kind of ad/search entity.” What if, indeed. We may find out later this week.

UPDATE: Interesting. ZDNet’s Larry Dignan points to a report from Jeffries analyst Katherine Egbert that suggests Microsoft is indeed preparing for some sort of joint venture or acquisition. A quick excerpt:

“It’s also possible that Microsoft could debut a partnership or make an acquisition of some type that will bolster its online search presence. The software giant registered an LLC Corp. in Delaware last week, a move often made in advance of acquisitions or joint ventures. The registration gave rise to widespread speculation that Microsoft would acquire Citrix since the name of the LLC is somewhat similar to Microsoft’s code name for Citrix. While that’s possible, the timing of the registration and recent debt raise indicate that it might be more likely Microsoft uses the LLC to form a partnership that will boost the amount of traffic flowing through its search engine, perhaps through a partnership with Yahoo! or others.”