Orange trials m-spatials Java mobile local search thin client

Rating: the local search jungle made easy

By Bena Roberts

Orange and m-spatial are no strangers. The companies have been collaborating on mobile local search for a couple of years now. Orange signed up m-spatial for the Orange Finder service which got re-branded late last year to Orange Local. Now a new java thin client of the local search engine is on trial on Orange World.

Orange is a leader in mobile search and has been quick to implement new services and offers as a means to drive consistent traffic to and from its Orange World portal. Orange has a “clustered” mobile search approach which supports finding different services via one key mobile search engine. This is interesting yet difficult in the digital content world where “find” or “search” are frowned upon and “discovery” or “answers” are greeted with smiles. Consequently, a new Java client for local search might could be a winner.

The java client is built on m-spatial’s Local Search and Discovery Engine (LSDE). The Java service improves the mobile local search as it allows users to zoom in and out of maps. Instant relevant information on chosen clients, business or services can also be received dynamically. This benefits users as updates of their favourite local communities, businesses or services can be received with zero-effort.
The Orange Local Java download is available on the Orange World Portal to a limited number of trial participants.

This is the latest of a number of enhancements and announcements in the local mobile search space. Earlier this month Google patented latitude/longitude patent (source) in an attempt to solve the difficulty of finding local search services. The biggest challenge of local search is finding out exactly where the consumer is. Another hiccup is that advertisers often sponsor local search and directory categories, so finding information about a non-sponsor is going to be tricky.

So the downloadable mobile search client seems sensible for consumers who live and interact or work in a local environment. Many consumers who live inside the M25 tend not to leave this area and this might be the service that encourages them to take advantage of different and new mobile data applications.

There will be a feature on m-spatial vs mobile commerce in the April edition of The Mobile Search Analyst.

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