Microsoft today launched Windows Live Local - formerly, its MSN Virtual Earth mapping service - the latest move in its internet rivalry with Yahoo and, in particular Google, writes the Seattle Times. Although online maps in and of themselves aren't huge moneymakers, they have quickly become an integral part of local search, which is growing in importance, promising to open up more sources of revenue by allowing local businesses to advertise directly to a geographically targeted audience.

The new Microsoft service enables users to create customized maps by adding user-created pushpins, as well as annotate maps and share maps and local search information with others via email, by posting them as blogs on MSN Spaces, or through MSN Messenger, writes CNET.

Windows Live Local allows users to point to a location on a map and get directions to that place, whereas most online mapping services require an address or place name.

Windows Live is to be an ad-supported generation of online services, including email, blogging, instant messaging and web search.