This document discusses the growth of local information on the internet and how it is increasingly accessed on mobile devices. It notes that 30% of Google searches are for local information. It describes how user-generated content and real-time data is enhancing local search results. It also outlines how local searches are moving to mobile, with 500% growth in mobile search from 2008 to 2010, and how mobile users are relying on their devices for local information anytime, anywhere.

1. La Internet superlocal
David Robles, Director Google Maps

2. 2
2
Br
1989 1994 1998 Today
400 servers
connected to internet
0.4% population
online
150M web users 480M servers
25% pop. online
1.5B web users
The Growth of Information

3. 1. Local Information Matters

4. Of all
searches
on Google
are Local
30%
Source: Google Internal Data

5. 2. What is Local information?

6. Local is more than just Geo
Real Time Traffic
Information
Street View
Imagery
Business Listings
Photos
Public Transport
Information
But, this
is only
50%

7. Stanley Research.
Internet is a collaborative place

8. User Generated Content: Google Earth
2007 2008 2009
More than 500 Millions KML/KMZ documents on the Internet
More than 250,000 Internet websites hosting KML/KMZ content

9. 2007 2008 2009
User Generated Content: MyMaps
40 Million Maps created by users

10. 2007 2008 2009
User Generated Content: 3D Warehouse

11. 2007 2008 2009
User Generated Content: Google Places
www.google.es/places

12. 2007 2008 2009
User Generated Content: Map Maker
2 months after launching MapMaker in Pakistan users created
25.000km of unmapped roads.

13. User Generated Content: an editable world
Full Editing Local results Editing
More than 10.000 corrections everyday in Maps coming from
users

14. 3. Always online: anywhere, anytime

15. The growth of connectivity & location aware devices

16. 1616
Available at any device …

17. 17
17
Source: Nielsen, March 2010
Br…but specially on mobile

18. 18
500%
in mobile search
from 2008 to 2010
© gv91
growth
Source: Google Internal Data

19. Activities of US Mobile Phone Users
19
Dec 2009 Mar 2010
Sent text message to
another phone 63.1% 63.7%
Used browser
27.5% 30.1%
Used downloaded apps
26.0% 28.6%
Played games
21.6% 21.8%
Accessed social networking
site or blog 15.9% 18.7%
Listened to music
12.1% 13.2%
Mobile Content Activities of US Mobile Phone Users,
Dec 2009 & Mar 2010
(percent of total mobile subscribers)
Source: comScore Mobiilens cited in press release, May 6, 2010
Everything available through browser

20. 20
20
Br
20
Find local
store hours
Get driving
directions
Browse
What’s
Near Me
Now
Locate
a business
on maps
Search near
My Location
Find friends
nearby
Call a local
business
Source: Kelsey Group
A mobile, much more than Phone Calls

21. How to answer these needs?

22. 1. Data released under license
2. License allows a wide use of data released
3. No restrictions in time to the use reseased data
( perpetual and irrevocable)
4. License allows wide re-use of data.
5. No territory restriction to use of licensed data
The needs of the Infomedia Companies

23. 6. License allows to sublicense the rights to end users
and partners.
7. Respect of derivative works’ Intellectual Property
rights
8. Limitations of Liability
9. Allow comercial and non comercial uses
The needs of the Infomedia Companies

24. 10. Standarization of formats
11. Flexibility in the attribution of Copyrights
12. License available in Local and English language
The needs of the Infomedia Companies

25. Muchas Gracias
robles@google.com