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In an effort to stem a decline in traffic, Yahoo has rolled out a new and improved version of its Yahoo Maps site which the company hopes will win back users who've abandoned the service in favor of similar offerings from Google and Microsoft.
The recent upgrade features new interface elements like color-coded neighborhoods and building footprints as well as a new option to get European driving directions from the U.S. version of the site.
TK quote: What is Yahoo's Map overall strategy/direction?
Previously Yahoo relied on deCarta for the technology behind its Maps service, but the new version uses an in-house platform which Yahoo says will offer better performance, more accurate results and make upgrades easier to implement.
But despite innovations like terrain overlays and neighborhood data (currently limited to New York and San Francisco) Yahoo maps lacks some of the snazzy features of Google and Microsoft, which have both moved heavily in the direction of 3-D overlays and personalized data.
The lack of features is hurting Yahoo Maps.
In April, AOL's Mapquest continued to lead the market with over 49 million visitors, up three percent from last year. And at the same time Google's map service shot up 49 percent while Yahoo's traffic slid down 5 percent, according to comScore Media Metrix.
TK quote: Market share is eroding, how does Yahoo plan to win back users?
All three of the leading internet map service providers have recently released improvements highlighting the growing importance of maps, particularly in the local search market.
When combined with local search listing, popular mapping services make it easy to find businesses, get driving directions, read reviews and see event listings.
And it isn't just users that are showing interest. The Kelsey Group, a local search specialist firm says advertisers spent roughly $4.1 billion and expect that number to more than double by 2011.
Google has been leading the way in the realm of personalized maps services with its recently unveiled MyMaps feature which allows users to create and annotate personalized maps.
So far Yahoo has yet to release a compelling similar offering. However Yahoo is moving in other directions such as the recently revamped Yahoo Travel which now incorporates Yahoo Maps as part of its travel planning toolset.
TK quote: Why nothing to compete with MyMaps?
conclusion...
fhyahoolocal@fleishman.com
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