Mark my words; within a year, Google Inc. (NASDAQ: GOOG) and Microsoft Corp. (NASDAQ: MSFT) will be in a bidding war for the new web service, Mizpee. When it comes to offering an essential service (to steal a line from a waste industry executive), they are #1 AND #2.

Mizpee purports to provide any web-enabled cell phone user, on request, with the location of the nearest clean toilet, along with a rating of its quality, handicap accessibility, and whether it includes a diaper-changing station. The bladder-full user need only enter his or her location. Unfortunately, coverage to date is limited to San Francisco, so you may need to squeeze your knees together a while longer.

The site also offers to download reading material to the user's cell so they can enjoy it while taking care of their little necessity. It also invites users to share interesting graffiti they might stumble upon.

The financial underpinning of the service comes from suggestions they offer for deals with nearby vendors. However, if I were in charge of marketing for a bladder-control drug such as Pfizer's (NYSE: PFE) Detrol LA, I'd move mountains to become the sole sponsor of this site.

Mizpee is the first service of startup Yojo Mobile.