11 Nov, 2005: Google, the California based search titan introduced new software in order to make its local search and mapping service easier to navigate on mobile phones. This extends the leader of Internet Search engines' continuing pursue its efforts to reach beyond personal computers.

The mobile version of its maps was provided by Google nearly seven months ago. Those who download and install this new software need not, for example type their location to get directions to a specific place, provided their phone has the facility of Global Positioning System in place. Thus the consumers can skip some of the steps that were mandatory earlier.

This has been introduced as plans of garnering better target ads from nearby merchants and as a part of its studies to pinpoint the locations of its users which will eventually help attain the former.

Ads are the major chunk of Google’s revenue which summed up to 4.2 billion dollars this year till now. But Google doesn’t plan to display ads alongside its mobile maps. An emboldened Google enjoys an exceptional streak of prosperity and has propelled its market value above 100 billion dollars. And with this Google is thrusting itself further deep into the realms of telecommunications, television and publishing.