118118 forge into online search businessThe Number 118 118 is to take on Web search giants such as Google by launching its own branded search service. The company soft-launched its search engine at the end of last year at 118118.com, with an emphasis on fun and viral searches. However, it is understood that chief executive Chris Moss is eager to broaden the service and establish it as a mainstream search engine. Moss told Marketing (at Brand Republic) that 118 118 would use its position as the second-biggest directory enquiries operator behind BT to offer specific search services online, including localised and personalised searches.
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