Google's new Local for mobile service is a stripped-down version of the web-based Google Local that puts a heavy emphasis on maps and driving directions.
The new service allows you to search for specific addresses, businesses or business categories in the United States. Unlike the web-based Google Local service, results are minimal, featuring maps or satellite imagery. Information about individual businesses is limited to address and phone number, with an option to call the business by clicking a link.
To get driving directions, simply enter a start and end location, and your route is plotted on a map. From your starting point, pressing the "next" key scrolls the map and pops up each direction in turn along the route. This makes it easy to follow directions, even if you're using your phone in your car.
Since this is service is oriented to local users, point-to-point directions are limited to places within a certain number miles of one another. If you want directions between cities that are farther away, you'll need to use the web-based service.
Using menu options, you can move the map around, zoom in or out, or view a satellite photo of the mapped area. There is no hybrid view combining maps with satellite images that you'll find on the web version of Google Local.
Google Local for mobile is free from Google, though there are a few additional requirements to use the service. Your phone must be Java-enabled (J2ME), and you must have access to a data plan from your mobile service provider. Google recommends subscribing to an unlimited data plan if you plan to use Google Local for mobile on a regular basis to avoid being charged for each use of the service.
The service does not work with non-Java enabled phones, even those equipped with a WAP browser. It also does not support BREW enabled phones (such as those used by Verizon), nor does it support Blackberry or Palm devices. Google says that more than 50% of all mobile phones sold in the U.S. today are Java enabled, representing the largest user base of mobile users.
If you already have a Java-enabled phone and unlimited data plan, Google Local for mobile is an appealing service, though like all apps for mobile phones it takes a bit of fiddling with the interface to get the results you expect.
If you don't have a Java-enabled phone, or if you prefer the more detailed company information pages and access to web search results offered by the Web based version of Google Local, there's little reason at this point to rush out and buy a phone that can take advantage of the service. It's a useful service in a limited way, but I expect better things in the future as mobile technology improves and Google is able to extend the number of features it can offer via a mobile device.
More information about the service, including download instructions and answers to frequently asked questions can be found at google.com/glm, accessible either via computer or web-enabled mobile phone.
NOTE: Article links often change. In case of a bad link, use the publication's search facility, which most have, and search for the headline.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) will bring together the industry's leading online marketing practitioners to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, the comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!