Here, Nokia’s navigation and mapping company, announced plans to acquire real-time predictive analytics company Medio Systems to extend its location-based services capabilities. Here plans to share Medio’s relevant capabilities across Nokia’s Networks and Technologies companies as well.
Here expects to be able to create contexual maps and LBS “that change according to the situation” and deliver them to individuals and businesses automatically. The company cited use cases such as delivering restaurant recommendations to a person ready for lunch, and providing drivers with “routes that match their driving style based on real-time conditions,” as well as enabling businesses to personalize their offerings to customers.
Terms of the deal were not disclosed. Medio has about 60 employees and is based in Seattle. Here expects the purchase to close by the end of July.
Increasingly detailed and context-aware LBS have been drawing attention and investment. Motorola recently partnered with four companies on LBS that integrate Wi-Fi and Bluetooth, and Strategy Analytics recently opined that momentum behind indoor location and advertising, including growing interest from emerging markets, is set to boost mobile location-based services. Ruckus Wireless acquired an indoor location and analytics company last year.
“We are entering the age of what I call ‘cognitive mapping,’ in which maps will understand their environment and anticipate people’s intent in order to deliver interactive and smart location experiences,” said Michael Halbherr, CEO of Here. “We plan to extend Medio’s talent and technology that analyzes millions of connected devices and billions of interactions on the go to strengthen our ability to deliver highly personalized maps and location services for whatever people face throughout their day.”
Here said that predictive analytics “are an essential component” of its goal to provide users with the right map and services across varying screens and operating systems.
“We believe the third platform of computing, built on cloud, big data & analytics, mobile and social is starting to move into its next phase”, said Crawford Del Prete, EVP of worldwide research at IDC, in a statement on the acquisition. “This next era of computing will be highly dependent on the personalization of services and products. The combination of Here’s at scale mapping platform and Medio’s predictive analytics is very powerful and an important part of how technology will transform everyday experiences in the future.”
Image from Here
