NearbyNow - Google for Shopping Malls

All contestants:
Startup/business
Los Altos, California, United States United States
http://www.nearbynow.com
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Company description
NearbyNow has created a customer service that allows you to search all products and sales in a shopping mall from your mobile phone or the Internet.

Team
Business model
Product search (Internet and mobile), and search-based advertising.
Competitive advantage
First-mover, have unique exclusive relationships with the largest mall operators in the US.