Don’t let loose the confetti – the deal is, for the time being, as much of a PR boost as anything.  Greg Sterling of Sterling Market Intelligence told the IDG News Service that “[i]t’s a validation of Virtual Earth but it doesn’t do anything to boost [Live Search Maps].”  Yet, in another article, he indicated that bigger things are a-brewing.

It’s true that “none of the InfoNow store location information is coming to Live Search (local or mobile),” Sterling wrote on Search Engine Land.  “But Microsoft acknowledged to me that this was in the roadmap.  In addition to Live Search, this has potential implications for Microsoft’s TellMe voice search unit as well.”

Indeed, this relationship could become extremely beneficial for both parties.  Even as it stands, the name-recognition value of InfoNow (within certain circles) is not to be underestimated; its customers include Suzuki, the manufacturer of some fantastic motorcycles (and mediocre cars), Everbank, and LaSalle Bank.

Alexis Koch, the vice president of personal financial services at LaSalle Bank, even voiced his support for the company and its new deal.  “We’re excited to know that InfoNow is working with Microsoft to add its rich mapping capabilities, which will make it even easier for our customers to find and use our services,” he stated.

And so the current arrangement is newsworthy in its own right.  But keep an eye out for future developments.