San Jose, Calif.-based Dejima Inc. said today it has enabled the launch by Orange France of what is believed to be the world's first SMS "keyword free" directory service.

The service is called 2 12 12 and uses the Dejima Direct Mobile Messaging platform. Dejima says Orange France subscribers can send an SMS in their own words and language to access more than 150 directory service categories, ranging from auto repair shops to restaurants.

SMS messages can use abbreviations, colloquiums, slang or "SMS speak," Dejima said. The company said an example might be someone interested in buying flowers could send an SMS request that might say "any florists near here," or "flwr shop" or "buy flowers." The network determines the subscriber's location and responds with the nearest florist.