The day, Apple introduced the I-Phone to the market, they revolutionized the whole mobile experience and enabled consumers the opportunity to taste the fruits of advanced and unprecedented mobile internet search for the first time. One of the most dynamic applications provided via I-Phone is that of Local Based Searches. The I-Phone allows users to install a whole range of different local search applications such as InfoSpace Find It!, Schmap, etc to obtain access to a whole range of services, products and businesses that are foremost in one’s locality.

Local Search applications are uniquely optimized and designed for the I-Phone touch screen. Businesses with websites on the Internet can release their web interface for the I-Phone and take advantage of the growing mobile marketing opportunity.

Local Search has moved beyond Geo-Location and guarantees instant information regarding various products, services, and business options provided by local companies and outlets. Business information such as name, address, phone number, website, business description and business hours can appear on Apple’s I-Phone through Electronic Yellow Pages aggregators, direct contact or direct contact with local search engines such as Google Base or search-engine optimization service providers. This geo-tagging can also be accessed via Web Pages.

With the success of the I-Phone, many applications have already been introduced to suit the raised level of Mobile Internet Usage and Local Mobile Search. Out of 1000 applications offered by Apple, 30 are location based. The I-Phone scores over traditional GPS as it has dual functionality allowing the I-Phone user to tap wi-fi positioning using the SkyHook Technology when GPS is not available. In rural areas where wi-fi is sometimes difficult they can use GPS. So the likelihood of getting lost or not finding a place to eat is less likely.

According to the recently released Local Search Usage study done by Comscore and TMP Directional Marketing one out of five local business searches were conducted via the mobile web last year. As mobile phone usage continues to grow and become an integral part of our lives, many businesses either product based or service based will benefit by being available to consumers where locally relevant information is only a tap away.

In a very short time local search via mobile has evolved into a huge enterprise both for consumers and merchants as it makes access to locally relevant information so convenient and easy. It has also given momentum to Mobile Marketing.