Online photo mapping company NearMap has underlined its rising profile by being short-listed for the WA Information Technology and Telecommunications Awards (WAITTA).

The group's website will contest the innovation category and is one of 21 finalists for the awards. Other finalists include LandGate's FireWatch Indonesia project, iiNet's digital communication device BoB and Murdoch University's iClass, a mobile learning device using the iPod Touch.

"It (NearMap) is a technology shift and is being recognised internationally, so it is nice to see it get recognised in WA," chief executive and NearMap founder Stuart Nixon said.

NearMap is shaping up to Google and Microsoft with its aerial mapping website. It says its technology has the potential to be used to monitor climate change for government.

Similar to Google Maps, the West Perth-based company allows users to zoom into a specific area. Photo maps are updated monthly.

NearMap aims to map 700 cities around the world.

And although the company says it is in talks to generate Government contracts, it is also targeting location-based advertising. "It is very low annoyance and high value advertising," Mr Nixon said.

NearMap is a subsidiary of listed intellectual property group ipernica, which bought NearMap for $16 million in 2008.