Do you know where your kid is? Check Google's maps

SAN FRANCISCO -- With an upgrade to its mobile maps, Google Inc. hopes to prove it can track people on the go as effectively as it searches for information on the Internet.

The new software to be released Wednesday will enable people with mobile phones and other wireless devices to automatically share their whereabouts with family and friends.

The feature, dubbed "Latitude," expands upon a tool introduced in 2007 to allow mobile phone users to check their own location on a Google map with the press of a button.

"This adds a social flavor to Google maps and makes it more fun," said Steve Lee, a Google product manager.

It could also raise privacy concerns, but Google is doing its best to avoid a backlash by requiring each user to manually turn on the tracking software and making it easy to turn off or limit access to the service.

Google also is promising not to retain any information about its users' movements. Only the last location picked up by the tracking service will be stored on Google's computers, Lee said.

The software plots a user's location — marked by a personal picture on Google's map — by relying on cellphone towers, global positioning systems or a Wi-Fi connection to deduce their location. The system can follow people's travels in the United States and 26 other countries.

It's left up to each user to decide who can monitor their location.

The social mapping approach is similar to a service already offered by Loopt Inc., a 3-year-old company located near Google's Mountain View headquarters.

Loopt's service already is compatible with more than 100 types of mobile phones.

To start out, Google Latitude will work on Research In Motion Ltd.'s Blackberry and devices running on Symbian software or Microsoft Corp.'s Windows Mobile. It will also operate on some T-1 Mobile phones running on Google's Android software and eventually will work on Apple Inc.'s iPhone and iTouch.

To widen the software's appeal, Google is offering a version that can be installed on personal computers as well.