The UK’s 192 is doing its best to jump on the local search market. The company is targeting Yell.com and Google and recently added a host of free tools. The interesting thing about the site is its mix of free and paid services. I’m beginning to think that users are far more likely to access location-based services via this sort of organization, rather than a carrier. In a sense websites like this, including Google and its peers, are convincing potential users they understand geospatial. How are carriers doing that?