Mapway launched on O2 Active

Dateline: 1 August 2003

m-spatial, the mobile phone mapping solution provider today announced that its MapWay managed service solution for maps and walking directions is now live on O2 Active in the UK.

Cambridge UK-based m-spatial has integrated its MapWay maps and walking directions into key elements of O2 Active, including the Information and Fast Find areas of the service and the O2 Pocket.

The MapWay services can turn a mobile phone into a comprehensive and interactive street map. MapWay's 'made to measure mapping' provides uniquely simple and effective maps and walking directions by intelligently selecting for display the information most relevant to the user 'on the street'. By displaying real world features such as shops and businesses as well as roadnames, MapWay provides maps that not only work well on the small screens of mobile phones, but also provide much more detailed information than a typical street-map.

Hugh Griffiths, Head of Data Products O2 UK said; "Maps and directions are a core feature of O2 Active and we believe that MapWay provides simply the best user experience available today. Couple this with the ease with which MapWay was integrated into other services within O2 Active and m-spatial MapWay was the solution of choice."

Andy Walker, m-spatial CEO said "O2 Active provides an entire support system for users 'on the street'. Many services within it include content with an associated location – and users need to understand the location of that content in the real world – without having to ask a passer-by, or resort to carrying a map. The integration of MapWay into these services can not only increase usage – but generate additional revenues too."

O2 Active users can either enter a location themselves and view graphical walking directions, or use 'made to measure mapping' to find locations suggested by other services within O2 Active. For example, having selected a location of interest nearby such as a ATM or bar using the Fast Find service and stored this in their O2 Pocket, an O2 Active user can view maps of the surrounding area and get walking directions showing how to get there.

Walker continued "This is further reward for our substantial investment in product development over the last 2 years. Our consumer oriented research and development has resulted in a user experience on mass market phones which is widely accepted as second to none. Our carrier grade MapWay services can be integrated into existing applications in a matter of hours. We're delighted to have had our products and industry leading expertise selected by O2 as 'best in breed' for delivery to their customers via O2 Active"

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