BARCELONA, Spain, Feb. 14, 2011 -- deCarta, Inc., a leading global provider of location based services (LBS) technology, today announced its next generation mapping Application Programming Interfaces (APIs) that provide a free service for web and mobile developers who want to offer maps and local search under their own brand.  Many developers today use maps from Google, which constrain those developers to Google's business model. deCarta's new APIs provide a comprehensive set of mapping, routing and local search services that allow these developers to leverage their own content, their brand and their business model.

As maps, location and local search become increasingly important components of the mobile experience, it is critical that developers and publishers who are concerned with customer retention, value chain control, and possible competitive threats from the large search engine companies not rely on those same competitors for services. deCarta's new APIs give them this capability, offering a comprehensive set of services including several new enhancements:

• API services for free maps
• Brand-friendly terms for logo placement
• Flexibility to use third party ad networks
• A new cross-platform HTML5 mapping API to leverage mobile browsers
• Local search advertising- a unique revenue opportunity for North American developers

The new free service is designed to parallel the Google Maps service with important differences.  Unlike Google's service, developers may use deCarta's APIs to put free maps in both paid applications as well as free applications.  In addition, deCarta's Premium API service will provide developers with more generous page view transaction allowances than the competition's 'Premier' service.

"deCarta's new APIs offer a highly customizable LBS solution for developers," said Greg Sterling, principal Sterling Market Intelligence and senior analyst Opus Research. "The packaging of search, local data, high quality maps, navigation and even relevant local ads is comprehensive and unique in the market."

Unlike other maps API providers who impose legal restrictions or termination of service for removing or obscuring their logo, deCarta is a white label solution that allows customers to place their own brand on the map.  The developer no longer has to share branding space with a potential competitor.

Developers are free to use the ad network of their choice with the maps – on the same page, or even in the maps themselves without restriction.  

For developers who want to monetize their apps with relevant local advertising and receive unlimited maps API transactions, deCarta will offer an industry first option for integrated local search advertising content in the form of sponsored business listing, monetized through clicks and calls. Under this service plan, developers will receive 70 percent of the advertising revenue. deCarta's launch partner for this service in North America is xAD. xAD brings together the largest network of local search and business listings in North America, capturing more than one million national brands and local businesses, to provide developers and publishers the largest pool of local advertisements. These ads are location based, contextually relevant and optimized to produce the highest revenue based on xAD's proprietary local ad scoring technology.

deCarta has also launched a new HTML5 API that provides JavaScript developers with a means to deploy mapping apps with the performance expected of native applications across multiple mobile and desktop platforms. This can save considerable development time and expense associated with developing native applications for the various popular operating systems.

Additional enhancements to deCarta's iOS and Android APIs give developers all the tools for mapping, geocoding, routing/directions, etc., in one convenient and consistent set of APIs.  Developers can build integrated local search applications that allow the user to move from search results to a map to directions without having to leave the original application resulting in more elegant application design and better user engagement.

"There is a growing realization among developers and publishers that 'free' maps from Google actually come at the cost of the core elements of the value chain: brand loyalty, customer retention and advertising revenues," said J. Kim Fennell, President and CEO of deCarta. "Our goal with these new APIs is to offer our customers an alternative that allows them more flexibility to pursue their own business objectives."

About deCarta

deCarta is the leading provider of white label LBS and Local Search solutions for mobile network operators, handset OEMs, Local Media companies, Ad Networks, and application developer/publishers.  deCarta's technology includes: brand-able applications, APIs, search engine, content indexing, and core geospatial platform functionality that let customers completely control the user experience of their location-based services.  deCarta technology is used in leading applications for mapping, navigation, local search, mobile advertising, social networking, and enterprise.  For more information on deCarta, please visit www.decarta.com.

About xAD, Inc.

xAD connects local businesses to mobile consumers. xAD is the largest local mobile search and advertising network in the United States. The company's patented mobile optimization technology identifies who, what, and where an end user is, and serves the most relevant click, call and check in based advertising. xAD publishers and advertisers benefit from the scale and reach of the LocalAdXchange™ platform that manages billions of search and ad requests with the largest combined network of more than one million local and national performance-based advertisers. For more information on xAD, visit www.xAD.com.