Bing just added mall maps and map search to Bing for Mobile Browse. While Bing already offered the functionality for the desktop, the best use  for such maps is on the mobile device.

Shoppers use these mobile maps not only to find a local shopping center but also to navigate their way while inside. Among other features, Bing's mall maps highlights the business locations as the user scrolls across the map or through the listing.

Bing is elbowing aside third-party app developers and even shopping center owners such as Simon Properties that have already planted a stake in this ground, although the Bing functionality is not as robust as some of the other offerings on the market.

Bathrooms and Taxi Lines

For example, Point Inside, which provides free mall and airport map app, just released "in park" maps for top Southern California destination theme parks. These are iteractive maps that help tourists find rides, places to eat, shops and other attractions as well as their own location within the parks, and how to get from one place to another.

Other products the developer offers include airport maps, mall maps, shopping deals, events, coupons and promotions, store and shop directory information and listing restrooms, ATMs, parking, elevators, escalators, taxi, rental cars, gates, ticketing counters, security lines, etc.

REITs Make Their Offers Too

REITs, as well, have been embracing the technology - along with marketing add-ons to help their tenants. For the 2010 holiday season Coca-Cola and retail REIT Simon Properties ran a location-based campaign based on SCVNGR's game platform, using it to seed at least ten Simon-owned malls across the US with challenges for players to earn Coke rewards.

Other examples include CBL & Associates Properties, which has partnered with mallMerlin LLC to provide a mobile shopping application that delivers special features and promotions, high definition video and in-mall navigation to shoppers at its 61 properties.