Crave

Youth-oriented mobile carrier Helio announced Wednesday that it has launched a bar and restaurant search site through a partnership with Buzzd, which also powers the mobile sites for local events and entertainment services like TimeOut New York, and Flavorpill.

Helio's new service, which is ad-supported, lets people in major U.S. cities search on the mobile Web site--linked from the home page of the carrier's browser--for bars, clubs, and restaurants. Most of the data will be pulled from Buzzd partners like Flavorpill, TimeOut, and the IAC-owned Citysearch. Added on, however, will be "event feeds" with specific pricing and night-specific details as well as short user reviews in real time.

So, theoretically, searching for the downtown New York hotspot Libation on a Saturday night could yield an update from another Buzzd user an hour earlier, saying "Ew, tonight's bouncer's mean and the line takes 30 minutes."

Perhaps more exciting is the fact that Helio is working to pull GPS into the mix. The carrier's current handsets come with the technology already, and a representative told me that the Buzzd service will eventually integrate GPS, so people won't have to say exactly where they are in order to find nearby parties and bars. (Right now they have to provide a location or street intersection.)

The catch is that Helio, which has struggled with growth and profitability, is a small carrier. Generating the critical mass for "real-time" reviews of a particular nightclub on a particular date will be tough, so the service may not turn out to be quite as teeming with up-to-the-minute information as Helio and Buzzd are hoping.

That said, location-based mobile services are revving up, and some will take off as soon as GPS-enabled handsets go into broader use or as soon as people whose devices are equipped with GPS realize that they have it. (I've noticed many people still don't know.)

Competitors in this space include Loopt, which has deals with mobile carriers Sprint and Boost, and Socialight. The latter is currently more like a user-generated version of Gridskipper city maps but has hinted at plans to move into the GPS sector when the technology becomes more widespread.

Loopt, which offers a mobile friend-finding service, has extended the reach of its application with a new feature that allows users to notify not just other Loopt users, but any friend, of their whereabouts via text or IM.

Starting Thursday, the Loopt service is integrated with subscribers' mobile address books and AIM buddy lists so they can share their real-time location via a text message or instant message.

(Credit: Loopt)

The way it works is that when Loopt users text or IM their friends they can choose to have their location automatically attached. So a message that says, "Want to meet for a drink?" will also include a message that says "@ 28th Street and Park Avenue." Then it will link to a map that shows the exact location.

Loopt's service, which costs $2.99 a month, is available on some Sprint Nextel and Boost Mobile handsets. The service uses GPS chips in phones to pinpoint a subscriber's location; then users can broadcast that location information to friends or family, who can track them on a tiny map. Subscribers can also sign up for alerts to find out when other Loopt friends are near. They're also able to tag photos and send them to friends with location information attached.

Location-based services are expected to generate lots of money for carriers in the future. Already, most major mobile operators are offering some kind of location-based service, such as GPS-enabled navigation or tracking. Helio, a mobile virtual-network operator, also offers a tracking service that's similar to the one offered by Loopt. Other carriers, such as Verizon Wireless, Sprint, and now Alltel, offer tracking services for parents who want to keep tabs on their kids.

Now Loopt has taken the tracking service one step further by directly integrating into the mobile address book and IM buddy list. Previously, the Loopt friend-finding service only worked with other Loopt users, which inherently limited the usability of the service.

Even with the new IM and text feature, the Loopt service is still limited in scope. For the application to truly hit the mainstream, it will have to be offered by more carriers.

Sam Altman, co-founder and CEO of Loopt, says more deals are on the way. The company is already in talks with another major mobile operator in the U.S., and it should announce another deal soon. But Loopt isn't just talking to carriers. The company is also working with Google and Facebook to add new features and functionality to its service. So stay tuned.

Influence is tough to measure, but it's one of those things where you know it when you see it.

Apple's influence on the mobile phone industry after just over 90 days as a player was evident at the CTIA show Tuesday. Microsoft CEO Steve Ballmer didn't mention the iPhone specifically in his keynote address, but noted that Apple "has done some nice work." After Ballmer's keynote, a friend of some staffers in Microsoft's booth enthusiastically demonstrated his iPhone for an audience checking out the latest Windows Mobile phones. And a panel of five mobile executives spent 90 minutes discussing the impact of the iPhone on their businesses and the future of the industry.

Surrounded by Windows Mobile phones, a friend of the blue-shirted staffers at Microsoft's booth shows off his iPhone.

(Credit: Tom Krazit/CNET News.com)

That's not because they're scared Apple is eating into their piece of the pie, observed Motorola's David Ulmer, senior director of entertainment products. Apple may have sold over a million iPhones last quarter, but "some of us sold that many before breakfast," he quipped: The entire mobile phone industry ships well over a billion handsets a year these days.

Instead, panelists recognized the iPhone as bringing two major changes to their industry. First, the iPhone is the "first mass-market non-carrier controlled event," said Adam Guy, general manager of the telecom and media practice at Compete, a market research firm. Apple owns the experience and the relationship with iPhone users, not the carrier, and that's a feat the other hardware companies have yet to pull off.

The iPhone also is a new way of looking at smartphones: Is it a computer? A phone? An iPod? Lee Ott, director of product management for Yahoo Mobile, said, "The iPhone is the first phone that puts the Internet and data right up on a par with calling," explaining that while there are plenty of phones out there capable of browsing the Internet, few of those products emphasize data as much as they do voice calls. In fact, the iPhone is already one of the top five devices in the world that accesses Yahoo Mobile on a daily basis, he said.

Well then, why didn't the established players figure out that formula? Given the lack of a carrier representative on stage, panelists spent a fair amount of time discussing the sins of the carriers. Ulmer said that Motorola sells tons of touch-screen capable phones in China, but when they approached U.S. carriers with similar designs two years ago, they were rebuffed by executives who said, "Come back when you've got a keypad."

He also noted that in the past, it was more profitable for carriers to emphasize voice and text messaging on bandwidth-constrained networks over interesting video or data applications, so that's what they did. That's changing as 3G networks become more widespread, but helps explain why the iPhone caught the industry flat-footed.

But these are companies with deep pockets and enough experience to know which way the wind blows. All major U.S. carriers and most major phone manufacturers will have an answer to the iPhone available by the end of this year that emphasizes a better user experience, said Sam Altman, CEO of Loopt, a start-up that lets friends track each other's whereabouts through their mobile phones. "Even for people that don't have iPhones, they expect their phone to behave like that."

Sometimes, it takes an outsider to remind an industry where it needs to be, said Cyriac Roeding, executive vice president for CBS Mobile. "For the first time, you have a Silicon Valley company disrupting the entire (mobile) market. The fact that we are sitting here talking about the iPhone, and that Motorola is joining us to talk about the iPhone, shows the power of the iPhone. It's an awesome version 1.0."