Nokia is going for the jugular in the mapping market with its second acquisition in the space of a fortnight in the shape of analytics data firm Medio Systems.
The Finnish technology firm, which sold its mobile arm to Microsoft last year, confirmed the purchase via its website and stated that it improves the ability for it to provide personalised maps and services using predictive data.
“There are many analytics platforms out there, but very few have gone into predictive analytics,” Michael Halbherr, head of Here, told Bloomberg in an interview. “We want to make sure the foundation is extremely solid so our investments really focus on capabilities.”
Medio’s technology will allow Nokia maps access to customised data that is matched to interests and habits such as restaurant recommendations for someone almost ready to eat lunch, helping businesses to personalise customer offerings, or route directions based on weather conditions or driving style.
“We’re now in the mode of making very focused investments to get us up that strategic staircase,” Halbherr added. “We continue to rebuild our traffic platform with Earthmine and now we’re moving up the stack with analytics.”
The Medio acquisition follows a similar deal to buy Desti, which uses language-processing technology to give personalised recommendations for travellers, and its part of a wider plan to invest more in the mapping service in order to challenge Google’s unassailable lead.
The challenge facing Nokia is a particularly large one considering that Google Maps is the world’s most popular smartphone app with a market share of 54 per cent and persuading people to move over will be decidedly tricky.
Nokia has been splashing the cash on acquisitions linked to its maps service ever since it made a tidy £3.2 billion selling its devices arm to Microsoft and allowing it to license Nokia patents for 10 years.