Dash's in-car GPS device, the Dash Express, will allow users to search the Web with Yahoo Local. Results will return formatted into address cards presented as a listing of nearby businesses. Dash said that the device will sometimes display Yahoo Local ratings and reviews with the results.
Talks between Dash and Yahoo (Quote) began last fall, Dash Navigation Vice President of Marketing Robert Ackers told internetnews.com. Local search was an "obvious extension" to a GPS system that helps drivers get where they want to go, he added.
JupiterKagan analyst Sapna Satagopan told internetnews.com she shares Ackers's enthusiasm. Bringing local search to GPS devices solves a big problem for Yahoo's relatively new mobile marketing business.
"Yahoo has to convince marketers that there are enough people accessing local search," Satagopan said. She said that if the Dash Express works well enough as a directions-giving GPS device to sell well enough, that problem is solved.
The bonus for Yahoo, Satagopan said, is that not only will it be able to tout a new group of searchers, but its sales people will be able to assure marketers that these aren't ordinary searchers.