Historically, one of the problems of location-based mobile services is that punters haven't been willing to pay for them. Pay your operator 50p to get directions to somewhere? Not likely.
The theory that advertising could solve this problem isn't new, but it's only just being tested in real services. For example, LocatioNet Systems' newly-launched amAze service, which offers free mobile mapping, navigation and local search features in a downloadable Java application.
The plan is to fund it with advertising and sponsorship revenue, with plans to serve up targeted ads within the application.
The theory is certainly good, but it remains to be seen how the practice works out. Who sells these ads, for example, and will they be sold to large chains (e.g. Starbucks, McDonalds etc) or small local shops and services?
Meanwhile, amAze will be up against the efforts of big players like Google, Yahoo and Yell.com – the latter announced its revamped UK mobile service recently. Still, amAze works on 100 phones already, with Windows Mobile and BlackBerry versions in the works, and future enhancements planned to include aerial photos, satellite imagery and weather.
(amAze website)