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interactive local media

Interactive Local Media Advisory

Mapping the Future of Local Search
Greg Sterling , 2/16/2005

Summary: Maps used to be flat. But since Google, Yahoo! and Verizons SuperPages (and soon AOL) introduced a variety of dynamic tools and capabilities, mapping is emerging as a doorway into local search. MapQuest, the top mapping site, has also become a directory site on the strength of its brand and usage. And consumers indicate that mapping and driving directions are wildly popular applications.

In the wake of Googles introduction of its new maps beta product, The Kelsey Group takes a brief look at the offering, as well as Yahoo! SmartView and MapQuest. Each one has strengths and weaknesses. The particulars of those are ultimately less important, however, than the conclusion that maps are evolving from something of an afterthought into a critical online application. Indeed, we believe that next-generation mapping tools are at the heart of a winning local strategy.

Copyright � 2005 The Kelsey Group. All Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under Federal law. The Kelsey Group disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

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The Kelsey Group, Inc., 600 Executive Drive, Princeton, NJ 08540-1528
Tel: (609) 921-7200 Fax: (609) 921-2112 E-Mail: [email protected]
Copyright© 2006 The Kelsey Group. All Rights Reserved.