'AA is targeting drivers rather than people looking at our site so it's not the same thing. Competition is par for the course in this sector.'

Enoka, who also looks after White Pages, is considering his options in that space before offering a service.

'Obviously home owners have a different approach to this kind of service than Yellow Page advertisers so we're carefully considering demand before moving ahead. The technology is no problem, that's ready to go today, but without the customer need we won't proceed.'

Companies are already advertising their location using the mapping service, which will go so far as to give users directions from one address to another if needed.

Eventually the move is to combine online directory services with an online e-commerce solution, not unlike Ferrit, Telecom's newly launched online shopping mall.