New York, NY, January 30, 2008 -- Following the successful introduction of the world’s first ad-funded free GPS navigation system ‘amAze’ in mid 2007, LocatioNet Systems Ltd. announced today the launch of the second phase of this mobile initiative with the introduction of the first commercial ads that are smartly integrated into the navigation experience.

amAze is the first white labeled mobile GPS navigation system that is offered to mobile subscribers completely free of charge. Several hundred thousands users worldwide have already downloaded amAze for free to their mobile phones.

amAze offers users free navigation, mapping, local search and weather forecast over a smart downloadable mobile phone application, in several languages.

The service further enhances the user experience by offering coupons and ads to users according to their location. Based on a smart ad-server gateway developed by LocatioNet, amAze is connected to several leading ad-server providers worldwide and retrieves from them the relevant ads to the specific user, in real-time. The ad-server gateway also offers smart sponsorship programs to brands that wish to launch amAze to their users under their own brand.

This smart ad-server mechanism allows integrating ad-banners in a non-intrusive way and turns the ads into another useful and relevant source of information to the user. For example, a coupon that is offered based on the user’s location makes amAze a great money saver even beyond the free navigation itself.

Users can easily interact with the ad-banner or the sponsorship screen:

Have a full voice and map guided navigation to the store with one click
View the advertiser’s business on a map or satellite image
Make a voice call to the advertiser with one click
View more information about the business, such as text, image or video clip
Browse the business WAP site

“Location-based advertising will soon be one of the main advertising forms over mobile phones”, said Ofer Tziperman, President of LocatioNet. “It is now available over amAze and we have great feedback from both users and advertisers. It offers the best of all worlds: on the one hand, a great cost effective service for users, and on the other, great contextual media for advertisers. The warm welcome for amAze in the market already in the soft launch phase shows this is the right product at the right time”, He added.

About amAze
amAze is a first of its kind worldwide initiative led by LocatioNet with the active participation of various content providers for digital maps, satellite imagery, weather forecasts, yellow pages, on-line directories, and more. It is far more than just a GPS navigation system, as it provides real-time access to various contextual information services and local search. The LBS middleware and mapping engine developed by LocatioNet constitute the technological infrastructure that makes this advanced mobile service possible.