Google quietly introduced a new mobile interface called LCB that is more of a browsing tool rather than a search tool, which is ironic considering that Google has become a synonym for search.

The site at http://www.google.com/m/lcb allows users to click on categories such as entertainment, restaurants, transportation, retail, sports and travel. The user is then allocated to a page with the top results in those categories, without ever having to enter a search query.

"Mysteriously, the Googleplex is one of the top-level categories, which suggests this was designed, at least initially, for internal use," said Greg Sterling in his blogpost on Searchengineland.com.

"Even on smartphones, keying in search queries can be painful," he said. "According to data from mobile search provider JumpTap, most users are entering no more than two words and the majorities are entering a single word into the mobile search box. Accordingly, browsing is a very useful navigational paradigm in mobile in ways that it no longer is online because of the ease and utility of search."

The categories Google lets mobile users browse are being searched on heavily via mobile phones and it looks like the Internet giant is looking to take over mobile as well.

"Google is saying to users that it is going to localize information for them," said Neil Strother, Kirkland, WA-based analyst at JupiterResearch. "Google is trying to simplify everyday things like eating and going to the movies."

The search blogosphere was very surprised by LCB, but Mr. Strother said he wasn't.

"I'm not surprised because Google is learning a lot from its partnerships overseas," Mr. Strother said. "I am sure that they are bringing what they learn from these partnerships to the U.S. market."

If this site was to go live, Google would ultimately be letting users localize entertainment and travel lookups on their phone.

Mr. Sterling suggested that since Google has the benefit of seeing mobile queries, it could potentially adjust the categories dynamically or make recommendations according to group or, eventually, individual behavior. Mr. Strother agreed that is, in fact, a possibility.

"I am assuming they will give users some options," Mr. Strother said. "The site is organized pretty well and it looks really basic and we know Google does basic really well.

"If this goes live, it's an incremental step," he said. "Google is trying to solidify its position in mobile against competitors such as Yahoo and Microsoft by continuing its mobile efforts. This is yet another sign that Google is trying to be a real big player in mobile."