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Yet again Google pick’s up the pace in the world of search by launching yet another product to make searching the internet simpler. Users of smart phones such as the newly released Nexus One and Apple’s iPhone will find a new option on their search screens as Google rolls out geo-positioning into mobile searches.

A ‘Near Me Now’ option has appeared on Google’s home page allowing people searching to locate local bars, restaurants, cafes etc based on their current location.

A post on Google’s mobile blog stated "We wanted to make it fast and easy to find out more about a place in your immediate vicinity, whether you're standing right in front of a business or if it's just a short walk away.”

“Google wanted to make searching for popular categories of nearby places really simple”

“Imagine that you emerge from the subway station and you want to grab a coffee, but you don't see a coffee shop around you. You can simply search for all nearby coffee shops by using 'Near Me Now.’”

In order for users to fully utilise this new feature, smart phone users will need to allow Google to identify their location via GPS. How popular this will make the application with those with Google-related privacy concerns is questionable.