• ReadWriteWeb, Friday, August 5, 2011 12:56 PM

Microsoft's mobile map search service announced just added floor plan maps for 400 shopping malls to m.bing.com. "This is honestly the kind of thing I can imagine using, and I can imagine other people using it too," ReadWriteWeb's Marshall Kirkpatrick comments. "Mall navigation is a genuine inconvenience that mobile technology ought to solve."

Looking down the road, what else is in store for mobile retail? ReadWriteWeb suggests a recent report from marketing agency White Horse Design titled "The Future of In-Aisle Mobile: A Framework for Consumer-Centered Innovation." "Mobile's role in the overall in-aisle customer experience is at a very early period in its evolution."

As such, "some retailers are beginning to recognize the importance of the mobile context as an opportunity to deliver richer digital experiences directly to the consumer in the right place (in-aisle) and at the right time (in a browsing/buying frame of mind)." Further, "Awareness is growing that retailers have been excluded from the hidden conversations happening within their aisles."

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