The battles between Google, Apple and Microsoft are often
complex and are more than just operating systems, they are about a wide range
of services many of which we take for granted but that are now starting change.
The latest battlefield appears to be maps and mapping
services and Google’s maps are used by some 1 billion users, over 800,000
developers on virtually all mobile platforms. We have seen Google Earth and
Streetview and since 2008 our use of the mapping services has exploded along
with the driving direction miles supported by the system which have doubled to some 26 million miles and now cover
187 countries. Interestingly some 20% of all search queries to Google are
location related which means the service is a major segment to them and they
related revenues.
So is the battle over and the ground surrendered to Google?
Apparently not and Apple is rumoured to be primed to decouple Google maps from
its devices and replace the service with its own service for smartphones and
tablets. With over 600,000 registered users and the support of Microsoft, OpenStreetMap,
the free and volunteer-driven crowdsourced atlas, offers another viable
alternative and is being adopted by the likes of developers such as Foursquare
and by Wikipedia mobile.
Google however are not standing still and the competition
is driving them to develop their mapping service. Google yesterday gave a
preview in San Francisco of new features such as 3D enhancements to Google
Earth, a portable device for taking "street view" panoramic photos
and offline access to Google Maps on Android phones. The 3D rendering generates
detailed models from 45-degree aerial photos which have been taken from a fleet
of aircraft. The result offers a zoomable 3D viw of cities with top as well side
level views of buildings, streets and landscaping. They claim it will be, ‘almost
as if you are in a personal helicopter hovering over the city.’ The new feature
will be available on both Android and iOs devices in weeks and on desktops
later this year.
Google
claim that by the end of the year, some 300 million people in the US and some
international cities will be able to look at their own communities using the technology.
As we move forward there are increasing questions on where
we place our technology bets. It is not just down to devices, platforms,
operating systems, development tools, office tools, connectivity, app stores,
supportable software but basic links to and ability to integrate to services
consumers expect. In this complex environment the giants will dictate the pace
and direction of change but will they all be equal in their offer and appeal?
1 comment:
Yes, you are very much so correct, the battle over virtual maps is a very real conflict. Yet, I believe that Google's efforts to upgrade its maps are in vain. You mentioned Apple decoupling its devices from Google Maps, many users in this day and age do not wish to take the time to go the extra mile to find a better map, even if it is not far off. In this way, it is all about which map is seen first and has the easiest access. Unfortunately, the better map may not win. This dilemma of location of material rather than quality of material is a common precipitate of mass media in the 21st century.
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