Australia's First Free Mobile Navigation Service

Written by Adam Gosling

Thursday, 13 September 2007

A leading location-based services company, Phone IT, has announced a free to download mobile mapping and navigation service for regular Java-enabled mobile phones. The service, called amAze has been tailored to the Australian market following a successful worldwide beta launch announced by LocatioNet earlier this year says the company. Any user with a mass-market Java-enabled mobile phone can use the service to access satellite images, clear maps, route-planning, weather forecasts and local search information from anywhere in Australia. Voice-guided navigation features require an external Bluetooth-enabled GPS device or a phone with built-in GPS. But the free service is likely ruffle some feathers among paid for services. PHone IT plans to fund the amAze service with an ad-funded business model with income generated through location-based advertisements and sponsorships integrated into the application. While there are some concerns in the mobile advertising business that users may not be willing to trade-off privacy to enable location sensitive ads, they may be more willing to do that in order to access the free service. Companies can also sponsor the opening screen when the application is activated. The sponsorship branding can be replaced at any given time. "While other similar services are charging users a monthly premium fee of up to $17, amAze is unique by offering a free service for consumers," said John Michaelis Managing Director Phone IT. "It only requires a one time, simple software download to the mobile phone, while revenue for the service is generated via unobtrusive sponsors and advertisers. The service is completely free for the consumer". amAze presents advertisements to consumers only when they are using the application and no attempt is made to address the user at any other time. This approach manages the concerns of users who want to receive free content or services, yet do not want to be 'spammed' with advertisements on their mobile phones and want to have full control over when they will be exposed to such advertisements, says the company. "We want the ads to improve the user experience and deliver valuable money savings and special offers," said Michaelis. "For example, if you are passing a certain hotel and amAze advices you that there are free drinks for ladies until 7pm tonight, it could enhance your evening! Or if you are looking for a toy store, amAze could lead you to a 50% off toy sale and save you money!" With amAze you get all the following easy to use options and more: • Visual and voice guidance to any destination • Search or define any location by its address • Search and navigate to businesses listed in yellow pages directories (where available) • Present any required location on the map • View and use dynamic high quality maps at various scales • View and navigate over high resolution satellite images • Calculate the fastest way between two locations • Save and manage personal favourites list • View graphical weather forecasts displayed on maps Users can log into the amAze web site to register and download the application at www.amazegps.com Related news items 3 Trials Alternative Mobile TV Technology -15/08/2007 Google Experiments With AdSense For Mobile -16/07/2007 mobiK, Global Pioneer of Free/Ad-Sponsored Mobile Services Launches in Australia -24/06/2007 ninemsn Gets Mobilised -28/05/2007 Judge Judges Optus Better Value Than Telstra -17/05/2007 Newer news items Nokia Finds There's Money In Maps -12/02/2008 Six Month Wait For Garmin nüvifone -03/02/2008 Google FInds Mobiles Without GPS -28/11/2007 Garmin Does Phone Nav -04/10/2007 Nokia Buys Map Company For US$8 Billion -02/10/2007 Older news items ASUS A686/696 GPS PDA -23/08/2007 GPS Satellite Cooperation -30/07/2007 Nokia Finds A Faster GPS Solution -19/07/2007 Location Services Finding Their Place -04/04/2007 Vodafone GPS BlackBerry Ready In May -29/03/2007 Tag This Now: