Abstract: A personal wireless navigation system operable on wireless phone devices provides a platform for empowering a merchant-paid search. Performance of a navigation functionality in a personal wireless navigation system is higher and more comparable and competitive with portable navigation devices and in-car navigation systems, and the search capability is comparable and competitive with the most popular web search engines. A user interface (UI) and look and feel of the personal wireless navigation system is provided which is enhanced so that users do not simply want to use the product—they covet it. The personal wireless navigation system may be constructed such that a subset of it with fewer features and functions can be productized, marketed and deployed to users.