Like a lot of folks, I’ve been wondering how companies in the LBS space will react now that Google is offering Google Maps Navigation as a free feature on Android devices. Over the Thanksgiving weekend, I got a little closer in forming an opinion around the topic.

Using a demo Droid, I had the opportunity (as passenger) to see the navigation app in action. At first, it was fun and novel listening to the robotic-like voice direct us on our way. But near the end of the journey in eastern Oregon, when the female Droid voice directed us to continue on for 33 miles – right about the same time we passed our exit – the novelty definitely wore off.

Instead of our intended turn, it was sending us directly over Cabbage Hill, also known as Deadman Pass. I’ve driven the hill once and know enough about the white-knuckle experience to never choose to do it again if it can be at all avoided. Fortunately for us, there was a safe place to turn around before it was too late. If not for that, I’m sure I would be more steamed than ever.

This wasn’t the only time Google Maps advised the wrong way. Later, when we were about two blocks from our destination, the navigator told us to turn around and go the other way. Nearly (fatally) burned once, we didn’t bite this time. We drove ahead to get a better view of a sign and low and behold, it was where we needed to be.

So, there were mistakes, for sure, and part of the reason for at least one of them probably was due to new construction in the area we visited. Google invites beta users to share detailed information so that maps can be constantly updated, so it’s got that part covered. Overall, the speech recognition and voice commands worked well. At times, it would have been nice to get more instructions for what’s ahead, in terms of when to look for the next turn.

Usually when a company like Google makes a game-changing play like it’s doing with free navigation, the embedded players say “you get what you pay for.” For now, they can say that, and probably can rest assured their navigation systems are more mature. But it won’t be like that forever, and differentiation will be the name of the game if they plan to continue charging for the services.