Technology Briefing

REGIONAL NEWS

Microsoft releases updated version of its Live Maps

Microsoft Corp. has released an updated version of its Live Maps program, which routes users around traffic snares, stepping up competition with Google Inc.'s maps.

The ClearFlow feature, which can be accessed on the Live Search Web site, will be available in a version for mobile phones between June and August, said Justin Osmer, senior product manager at Microsoft's Live Search unit.

Microsoft has already licensed some of its traffic analysis technology to Inrix, the Kirkland company that on Thursday announced real-time traffic alerts for the entire U.S. interstate highway system. Inrix Chief Executive Bryan Mistele doesn't view Clearflow as a competitive offering, saying that it is a predictive technology, while Inrix is built around real-time alerts from GPS-enabled vehicles, cellular data and other information.

HipCricket's mobile ad network targets Hispanics

HipCricket of Kirkland, which helps radio and TV stations develop text-messaging campaigns, has created a Hispanic mobile ad network with initial support from Bustos Media, Lotus Communications and Davidson Media Group.

These and other companies in the network control 50 radio and TV stations, representing nearly 1 million listeners and viewers. HipCricket says the new network will allow advertisers to create custom mobile marketing campaigns that pinpoint specific segments of the Hispanic market