Mobile maps matter, and Apple now has the worst mapping you can get on a phone. The best, one would think (given the Apple vs. Google coverage) is Google’s. But maybe not, because Nokia has NAVTEQ, which rocks. Or so says Alexis Madrigal in the Atlantic, in a fascinating piece that visits just some of what NAVTEQ has been doing since 1985. For example, providing most of the maps you see on Garmin, Magellan and other legacy GPS companies.
This should be tempting for Apple. Here’s Alexis:
…if a certain tech giant with a massive interest in mobile content (Microsoft, Apple, Yahoo) were looking to catch up or stay even with Google, the company’s Location & Commerce unit might look like a nice acquisition they could get on the cheap (especially given that the segment lost 1.5 billion euros last year). Microsoft and Yahoo are already thick as thieves with Nokia’s mapping crew, but Apple is the company that needs the most help.
Tristan Louis makes the case as well:
So maps are now essential to one’s mobile strategy and Apple is behind. When you’re as far behind as they are, there are two ways you can get back to the table: you can either run like crazy and try to iterate your product at light speed or you can buy your way back at the table.
And what better company than the market leader if you are to make the investment? On top of it, Apple would get some interesting support for its AppleTV product.
Apple would get Nokia’s huge mobile tech patent portfolio, which includes a license to Qualcomm’s impressive collection. Tristan suggests that Nokia’s idle patents on mobile TV tech would also help Apple. No doubt it would. Let’s also remember that Google bought Motorola Mobility a short while back pretty much for the same reason: to get an edge in the “nuclear showdown” that patent-based tech wars tend to be. And mobile, alas, is a patent-based game.
The downside would be owning a struggling giant with lots of baggage Apple surely does not want. But Apple has to do something.
Nokia and Microsoft are deeply in bed, however, and both are unlikely to consider selling out to Apple, an enemy in the marketplace. (One can easily imagine Steve Ballmer going nuclear at the very thought of it.)
Eric Bleeker at Motley Fool responds to Tristan while laying out a number of possibilities. His conclusion: “The simple reality is that Apple will probably continue taking smaller bets on emerging technologies.”
Russian software fans are glowing with pride, while analysts make the most improbable assumptions: the Russian IT giant Yandex has entered into a partnership with Apple and will have its Yandex Maps location service integrated with Apple’s new iOS 6 operating system.
Apple’s new maps for iOS6 make use of OpenStreetMap in some parts of the world. We’re not sure how extensive this use is, but it’s fair to say they are mostly using other sources. Apple have used TomTom as a key supplier of data for example. This means that inaccuracies in apple maps are probably not the fault of OpenStreetMap (contrary to some commentary!) However OpenStreetMap is mentioned in apple’s credits, and we have spotted some areas where we think we can see our data in use.
This means your contributions to OpenStreetMap at least have a chance of helping Apple, along with everybody else. But, if you want to go direct to Apple, here’s the trick:
- Open Maps on your iOS device
- Go to a map view with a problem in it
- Lift the lower right (turned up) corner of the map
- Look for the very small gray-on-gray text above the Print button that says “Report a problem.” Click on that.
- Fill out the short form
I just reported one of Apple’s absent subway stations, just to see how it works. (In fact, they’re all missing, and not just here in New York. I also saw none in London or Paris.)
Meanwhile, I continue to believe selling their own map apps on iOS would be good for Google, and Nokia as well.
[Later…] eWeek has what may be the best suggestion yet: get out of the maps business entirely. Let the Maps companies give away or sell a maps app on the phone. If Nokia and Google decided not to, that would hurt Apple, but it would make them (especially Google) look like silo-building schmucks playing passive-agressive games against a competitor.
Probably too late now. But maybe the open game is the only one for Apple to play now. Dunno though. Food for re-thought.