On Wednesday Mappy launched the second version of their free iPhone navigation software. After a first version released in December 2011 with AND maps, the French mapping brand is coming back with the same software (from NDrive) but this time with TomTom maps, a more premium offering that is likely to rejoice users.
While the navigation software from NDrive works well, the minimalist integration of PagesJaunes local search (the parent company of Mappy) is a bit clunky, as it is a very basic integration of the PagesJaunes Mobile website into the IOS app.
Menus are too small and too many clicks have to be performed for a driving usage. In addition to that, a pop up - asking the user to agree to allow PagesJaunes to use its location - is displayed for almost every search, quite annoying. These issues already found in the previous version could have been corrected to get a more polished interface.
Nevertheless the application is currently number 1 in downloads in iTunes in France, pushed by a massive web banner campaign on the homepage of Mappyâs portal today (i.e. in April 2012 the portal enjoyed an average of 580,000 unique visitors per day and 8 Milllion in the full month according to audience monitoring firm MediamÃ©trie).
The monetization of the application still appears to be work in progress, thus far limited to the local search module that displays banner ads, most of them geo-targeted.
Premium content such as other countries maps, traffic, speedcam, etc... are not yet available on the embedded store which unfortunately looks as empty as a soviet era russian department store.