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 (Ul) 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.