Microsoft Virtual Earth/Local Live

Virtual Earth is a map and search system from Microsoft and although it has been in operation for some time, the most recent updates to the service means that it now poses a threat to Google Local/Maps as the system now has some 3D coverage of the UK.

The Virtual Earth system has also been integrated into the Windows Live suite of products and renamed "Local Live" and features 3D functions and business listings just like Google Earth.

The sleeker search engine format: "Windows Live" looks a lot like Google's clean interface! (this may also signal a direct attack on the search giant.)

Although Google has the biggest share of the search engine market, Microsoft are due to launch an update to their operating platform (Windows Vista) and may well integrate this sleek search function into the desktop. This should have Google worried as it means that those using a computer to connect to the internet have no need to open a separate browser.

The neat thing about using Microsoft's updated search engine is the ability to type a business name into the search box and then click "local" before searching which then takes you to a search in VE/Local Live.

So from a business point of view it's worthwhile getting your business listed in the directory if it isn't already.

Many people use the convenience of the internet much like they would a phone book, so it makes sense to ensure that your contact details and address is listed in internet directories as well as physical ones. At the moment Local Live is taking data from Thomson directories but this may change in future as Google has done in allowing businesses to update their own listing.

Find out how MediaCo can optimise your listing in Google Local

The latest update stateside also has interesting features and if introduced in the UK could have many benefits for businesses. There is an option on the new update to search for a business and call for free once you've found it or have the business number sent to your mobile phone by text.

This goes one step further than Google Local/Maps as it offers an incentive to someone to pick up the phone to you. It'll be interesting to see how the service is developed here in the UK.

Microsoft hopes to continue to develop Local Live/Virtual Earth to have drive through maps in the US version of the product. This has retailers in a stir as it invites the possibility of company logos emblazoned along the routes of the map, likewise car manufacturers have an interest in having prototype cars incorporated into the maps.

The exciting thing about both products from these search engines is that localisation is maturing and search is becoming more interactive.

The integration of other Google and Microsoft services with each other ultimately means that searching the www for information is enhanced and more opportunities open up for businesses to be found online.

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