Filed under: google, google maps, google mobile, mobile ads, mobile internet, mobile search | Tags: google, google maps, gprs, mobile internet, mobile marketing, panama, yahoo panama
There have been two new announcements in the world of mobile marketing in the last few days.
Google have announced that their Google maps tool will now be available on mobile handsets along with location pinpointing effectively making it a GPRS tool. The mobile version of maps will be able to pinpoint your location along with providing real time traffic reports, directions to a specified location, integrated search results (this is where the money is made!), and satellite imagery of a location. Depending on its usability this could be a big step forward for maps as it actually brings a bit more use and functionality to the product. It could be especially useful in central London when trying to navigate the capital on foot. It could also be the start of Google’s entry into the Sat Nav market with a little more advancement in the technology and the appropriate handset. Full details
Yahoo also announced today that the Panama platform (the latest incarnation of the advertising center) is to become integrated with mobile devices from January onwards, according to an article in NMA. This is another development in Yahoo’s aim to become a major player in the mobile advertising market and should allow them to pitch the integrated platform approach to advertisers. From an advertiser perspective if the platform truly does allow you to create and manage mobile campaigns it will significantly increase availability of this channel and enable more companies to begin trials. I am predicting mobile to become more widespread in 2009 with more and more of the big brands embracing it as part of their digital strategy. This means that publishers and agencies need to be preparing themselves so that they are in a position to make the most of it when it takes off. This is exactly what Yahoo are doing with this launch.
It was reported yesterday on the Google Lat-Long Blog that a deal had been struck between the Google maps team and US fuelling and retail management company Gilbarco Veeder-Root. This deal will allow for the integration of Google maps into their systems providing local business information and directions. I can see how the directions functionality could work but am struggling to see the use of the local business information would be of use, after all, most people using a petrol station would be local anyway.
I am also thinking that they may be planning to charge for this service as well which makes it even worse. Not many people are going to want to use the internet in a petrol station anyway and if you start telling them they will have to pay for the privilege then I cant see many people going for it.
It will be interesting to see how they integrate the system though and whether they can actually make it work.
