Yell mobile updates mobile mapping location

 In mapping

Detailed maps, directions and business listings free to your mobile phone has announced a significant addition to its suite of free-to-use mobile products, unveiling a much enhanced version that focuses on providing map-based information on businesses and services. mobile maps, a downloadable application that offers a range of market-leading product features, enables consumers to locate any address in the UK, get walking or driving directions displayed right on the map, and search for any of the 2.3m businesses available on

It has been developed to meet a growing consumer demand for local search information displayed directly on high quality, interactive maps.

Features unique to mobile maps offer consumers the ability to save business names, addresses and phone numbers directly to the phone’s contact list and also to share this information with others via text messaging – ideal, for instance, when organising a night out. People can also contact businesses directly from the application with a simple click to call.

The new application is supported initially on 90 different handsets, but this is set to expand rapidly to more than 100 handsets by the end of August this year. It has been developed in conjunction with Danish firm mobilePeople.

Carey Bunks, head of mobile, said: “Mobile internet usage is accelerating rapidly and we know that people find the service extremely useful when on the move and in need of local information. With the introduction of mobile maps, we can really help people get the business information they need, when they need it, from a trusted supplier and, importantly, precisely located. The service can literally help them ‘map out’ their daily activities or evening out.”

Jens Andersen, chief executive officer and co-founder of mobilePeople, said: “We have worked with Yell to ensure that we can provide one of the most comprehensive mass market mobile applications, and are working hard to provide coverage to many more so that no matter what their handset, consumers can enjoy the benefits of mobile local search.” mobile maps is available alongside’s existing listings-based application, which continues to offer an excellent local information service for all business listings.

For mobiles that do not support either application, listings are also available, regardless of handset or network, through a mobile browser, simply by visiting foresaw the potential of mobile services as early as 2001, when it developed its first WAP browse service, and then, with the introduction of more sophisticated mobile phones, followed on with its first beta application-based service in 2004.

London Calling says:

You can get the application by pointing your mobile browser to

The application is nice – very Yell content centric but does not yet have a location element – you have to tell it where you are. Not quite Google mobile maps.

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