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AUSTIN, Texas - Online search leader Google today announced a partnership with  Greensboro, North Carolina-based gas pump maker Gilbarco Veeder-Root that will make Google's mapping and driving directions available at roughly 3,500 gas stations and convenience stores across the United States beginning in early December. Gilbarco's new Applause Media System The partnership will see Gilbarco Veeder-Root, which makes systems used at gas stations, giving Google access to small color displays built into online gas pumps located at participating gas stations, where a variation of Google Maps can be accessed to get driving directions or information about nearby attractions and services. Using the new Gilbarco Veeder-Root Applause system, which adds Google's local search and maps to gas pumps, will involve a simple scrolling mechanism accessed using the pump's touch pad to navigate menus and maps, and if directions are needed they can be printed right at the pump. New Features at the Pump The joint Google-Gilbarco Applause media system is billed as the first gas pump based "content management system," and will offer drivers using the system information aimed at helping travelers, such as:  | Maps | | | Driving directions | | | Local search listings | | | Coupons | | | Promotions | The live Internet connection built into each Applause gas pump will ensure drivers receive current information about road construction or other delays affecting a car trip, and will give the latest information about local attractions. The local search results are to be chosen by each retailer, according to a recent Associated Press article. Motorists will be able to use the system to find information about local restaurants, hotels, hospitals and local landmarks. Directions Output From Receipt Printer Driving directions will be printed on the receipt printers already built into the pumps, which will give drivers a Google-branded route to follow with easy to read turn by turn directions. Gilbarco Veeder-Root's vice president of global retail systems Kirsten Paust sees the new system announced today as a way to increase safety as well. "Getting directions at the pump is safer than using internet-enabled devices from the driver’s seat and far more reliable than just asking a stranger," said Paust. "We believe consumers will prefer convenience stores that deliver useful information and ultimate convenience. Retailers who use these tools will make themselves more valuable to consumers and gain the competitive edge," she said. An Expansion of Existing Gas Pump Technology The Applause system is based on Gilbarco's existing merchandising system, and is aimed at dispensing more than gas at the fuel pump. Gas station and convenience store owners who use the company's current SMART Merchandising system will be able to offer the new mapping and local search features through an upgrade. Examples of the new wired gas pumps are currently on display in Atlanta at the National Association of Convenience Stores convention. Looking for Loyal Customers Gilbarco Veeder-Root hopes the new system including services from Google will attract repeat business among  vehicle owners. "We think the service will create more customer loyalty for retailers," said Gilbarco spokeswoman Lucy Sackett. Whether drivers will go out of their way to fuel up at the newly equipped gas stations remains to be seen, as does how loyal customers who have used the system will be. Departure For Google Google will not show advertisements on the new system, a departure from the advertising supported model it has used successfully in many services, and will instead seek to bring income to participating retailers through other merchants who will offer coupons printed on the pump's printer. Initial reaction to the Google-Gilbarco announcement among regular Web users such as members of the WebmasterWorld discussion forums, a popular community of mostly advanced level webmasters and Search Engine Marketing (SEM) professionals, has been mostly positive. Some WebmasterWorld members expressed concern for the security of such a publicly located system, while others wondered whether today's announcement might be a precursor to future Google services such as an in-car GPS system. Fill Up with Google and Get Directions Google has entered into the homes of hundreds of millions of people worldwide, and appears to be extending its reach with a recently announced mobile device platform called Android, and today's announcement that will bring Google to the gas pumps. The service may prove especially useful to anyone who has ever been either too embarrassed or stubborn to ask for directions. By adding a live Internet connection and offering Google services, a new era of information accessibility may begin once the system is up and running next month. Related Links:
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11:12 pm on Nov. 7, 2007 (utc 0)