Mapion – why search when you can just point?

Cybermap Japan Corp. and Geovector have today launched the 2.0 release of Mapion (Japanese only), their unique pointing-based mobile local search solution. Launched in Japan in early 2006 as an interesting twist on other local search services, the application allows users to download a range of content about a physical site, such as a shop, business, restaurant, or tourist attraction, just by pointing their phone at it. Last year, some commentators were unsure whether it could add real value over other local search solutions on a global basis.

The application combines Mapion’s mapping services and point of interest information with Geovector’s pointing technology and spatial search engine solution. A year and a half after launch, Geovector says that Mapion gets over 700,000 page views per day. The 2.0 release adds opt-in advertising, sponsored categories and preferred placement into the mix, and widens the reach of the service to other handsets and networks – but it’s still only available in Japan.

Local search solutions offered by Google, Infospace, Ask.com, Local.com, and others involve the user entering search terms or scrolling through screen options to get a result, and delivering the information the user needs to go and find the location. Mapion turns this on its head by delivering information on a destination location when the user arrives, or on a location where they already happen to be.

The value here appear to be ease of use and results relevancy. Pointing is easier and more intuitive than using a keyboard on a mobile device. And the delivery of information solely on a specific location, such as multiple reviews of a particular restaurant, is about as relevant as search results can get. The new features extend this relevancy theme by enabling users to tailor advertising to their interests, and further increase the likelihood of advertisers connecting with their target audience. There’s every reason to believe that those kind of benefits will be attractive in many places outside of Japan.

Hamish M.