Orange search extended with local results

m-spatial and Orange have added new local search functionality on the Orange World mobile portal.

Orange Local now includes results from listings of locally relevant businesses and amenities – for example, the search term “music” will return detailed listings of record shops and music venues near the current location of the user, in addition to music content on the portal.

The integration of Orange Local into Orange’s search function further extends Orange’s strategy of offering a single ‘search’ point for consumers – highlighting the wealth of content available, driving traffic and encouraging data usage. Orange has coined the phrase ‘Clustered Search’ to describe the process of offering a single search box that utilises multiple specialist search engines to return optimal results.

“Search, and mobile local search in particular, is a strategic priority for Orange and today’s announcement extends Orange’s leadership position in the space,” said Steve Ricketts, Third Party Relationship Manager at Orange. “By working with m-spatial to upgrade our portal home page search through integration with the existing Orange Local service, we are addressing consumer demand for easy access to location specific information on their mobiles while encouraging usage of additional on-portal services.”

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