InfoNow will integrate Microsoft's Virtual Earth application into its mapping location services that it provides for retail outlets and banks, the two companies said on Wednesday.

Although it provides no standalone service, InfoNow's LocationInsight plays a large part in many retailers' websites. According to the company, its customers include Everbank, LaSalle Bank and Suzuki, and its services are used by more than 20 million consumers worldwide.

Virtual Earth's maps would replace that of Mapquest, which InfoNow had a previous agreement with. The deal includes all of the mapping application's standard features, including birds-eye, satellite, and aerial imagery, as well as point-of-interest information, driving directions, and detailed information on the business location.

"InfoNow is a great partner to extend the reach of Virtual Earth to these companies and the millions of their customers who are looking for a better way to find, discover and explore a specific location," Virtual Earth and Live Search maps head Erik Jorgensen said.

Future applications of the agreement could lead to information from InfoNow's customers being available to users of Microsoft's Virtual Earth service. However, analysts say it will do little to improve the Redmond company's share in the online mapping market in the meantime.