Since the sale completion of its once dominant mobile business to Microsoft, back in April, Nokia has been working hard to make its HERE digital mapping service a true alternative to Google Maps. Already, it is in many ways, but with the company on Thursday agreeing to purchase Medio Systems for an undisclosed sum, things could change dramatically.
Medio Systems is a U.S. based company that deals in predictive analytics. The company began operation back in 2004 to provide contextualized search engine for mobile phone users, but the company changed its tune and chose to delve in predictive analytics instead.
By purchasing and incorporating Medio Systems technology into HERE, Nokia could create digital maps that change according to a particular situation.
"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."
Medio Systems will take up to end of July to fully transition into HERE, and the company will have the option to keep working with its high-level customers, which includes Verizon Wireless, ABC, Disney, Rovio, CBS and Telus. There is a high possibility that these customers might choose to work even closely with Nokia, but this was not talked about.
When it comes down to the Medio branding, it is not certain if Nokia plans on doing away with it, or keep it around.
It shouldn't matter though, as it appears Medio Systems CEO is quite happy with the deal, and is willing to work closely with Nokia on making his company's technology a key aspect of HERE.
"We share the vision of HERE to deliver highly personalized and contextual maps and services," said Medio founder and CTO, Brian Lent and CEO Robert Lilleness."
With very acquisition, Nokia and its HERE Maps is inching ever closer to being a thorn in the side of Google Maps. To become that thorn, however, Nokia will need more partners that are able to bring HERE to new users.
