Microsoft's Virtual Earth flies high in UK

Microsoft has this week launched the beta version of its online location service and Virtual Earth satellite image mapping platform in the UK.

Virtual Earth, which was launched in the US last year, is a platform for a number of online location-based mapping services that use its images.

The standard aerial imagery for the UK has been licensed from Getmapping.

The beta version of the Windows Live Local (WLL) service will be part of the UK launch. It will allow users to view images using an oblique 'bird's-eye' view taken at around 3,000 feet by aeroplanes -- and to tilt and look at images from different angles. Once zeroed in on a particular location, users can then search for local businesses or attractions such as restaurants or shops, thanks to integration with MSN search.

The bird's-eye imagery has been developed in conjunction with Blom Group and so far covers around 235 square miles of London. Microsoft said it expects to expand this across the UK over the next two years.

WLL is mainly a consumer offering but Peter Williams, international marketing lead for Virtual Earth, told CNET.co.uk's sister site, silicon.com, the Virtual Earth platform is also attracting interest from business users.

"We have had a lot of interest from real-estate, retail and tourism industries," he said. 

He added that in the case of the property sector, companies could use Virtual Earth to allow clients to view images of buildings not just from a top-down satellite shot but also a much more detailed "bird's-eye" view.

Microsoft is expected to name some of the first UK business adopters of Virtual Earth over the coming weeks.

Williams said Microsoft's Virtual Earth is easier to use than the rival Google Earth but said other companies are also competing for a share of the mapping and location market.

"Google is by no means our only competition in this space," he said.