Yell.com Mobile Aims for Best of Both Worlds: Browser and Phone

In a new post, mobile advertising guru Andrew Grill highlights U.K.-based Yell.com's new mobile map-based "yellow pages" services. The free-to-use (ad supported) service takes advantage of both browser and phone capabilities to offer a true Web 2.0/Voice 2.0 experience -- for example, every number is click-to-call, and you can add contact info automatically to address books and send it to someone else as a text message. Unfortunately for North Americans, Yell Group's U.S. service -- Yellowbook.com -- doesn't yet offer the service.