'Relaxed' Yellow Pages turned down Google

Yellow Pages  says it turned down an approach from Google, which wanted to let Internet users see the location of businesses listed in Yellow Pages on Google Maps.

Google last week announced a deal with rival directories firm, Apnfinda, whose listings are displayed instead. Visitors to Google Maps can zoom in on street maps and search for businesses.

Yellow Pages marketing director Blair Glubb says it takes the launch of Google's service seriously, but is "reasonably relaxed" about the competition. Yellow Pages provides a similar service and Mr Glubb believes its more comprehensive listings will give it the edge.

"We are not downplaying Google Maps. But any local search product is only going to be as good as the data you find on it."

Mr Glubb says Google asked a year ago about accessing its listings. "We thought that strategy was not a good thing for us."

Visitors to Yellow Pages' website can search for businesses in an area, such as restaurants in Paraparaumu. A map, that can be enlarged and zoomed, is then displayed alongside the search results, showing the location and details of each business.

Google Maps instead puts the map at the start of the search. The design of the site encourages visitors to first zoom in on a locality and then search for businesses within the area shown on screen. Both sites offer visitors turn-by-turn driving instructions.

Mr Glubb says Google Maps' "pure map-based search" is still comparatively niche, but it is something Yellow Pages also intends to offer.

Google has been slow to flesh out Google Maps in New Zealand but no-one has punished it in the same way that Trade Me dealt to eBay for being late to market here.

When it comes to the breadth of business listings, Yellow Pages has the edge and the quality of Google's mapping data failed NZ InfoTech's first test.

Driving from Northland to the city centre, Google Maps suggests heading straight down Military Road to Glenmore Street - a hair-raising journey, as for most of its length Military Road is a steep footpath.

Google Maps allows aerial imagery to be superimposed on street maps, a great gimmick.

But what sets the application apart is a ruthless focus on usability. The ability to zoom in and out on maps using a mouse scroll button is not unique to Google Maps, but makes navigating the country a breeze.

Once a business has been found, a mouse click will bring up relevant webpages from Google's search engine, a feature not matched by Yellow Pages.

It would also bring up any reviews contributed by visitors, though the incentive for people to pen these is doubtful, especially as that requires contributors first sign in. Reviews of hotels in Wellington are provided through a deal with TripAdvisor.

Yellow Pages missed the chance to head Google Maps off at the pass by launching and properly promoting its own map-centric local search service. Now it has a tough fight on its hands.

The grand prize of local search, establishing a website that combines comprehensive listings with rich user-generated content, is still up for grabs.