Microsoft is adopting a game metaphor to web browsing in an effort to compete with a better mobile Internet experience. The new venture recently spun off from Microsoft is called ZenZui and has announced plans for a downloadable application that permits users to browse through mobile content, including sports scores, recipes and movie times, and navigation through icons with handset keys. A trial phase will be completed, and ZenZui will be available for most of the U.S. cellphone market by the end of the year. Mobile search and content companies, including InfoSpace, have experimented with providing more nicely navigated menus and by showing local search results on maps. Yahoo! now provides new mobile software for scrolling to navigate content that includes maps, news, sports and search functions by scrolling a roundabout of icons on their screens. WidSets, a Nokia company, allows users to download any of about 1,000 mobile applications called widgets for such things as Wikipedia mobile versions and news/sports for the BBC to their cellphones. The applications are usually free and are supported by ads, but demand for improved browsing services grows as more cellphones are used by consumers as mini-computers. ZenZui, which is based in Seattle, allows users to zoom in and out of various icon clusters and to swap new icons for others through a website or their mobile phones.