• Utilizing UniMap successfully, HERE led 8 out of 10 categories and 44 out of 83 sub-categories.
• TomTom reaped the benefits of its ‘best of both worlds’ approach.
• Leveraging its GenAI LLM Gemini, Google is looking to revolutionize location-centric search.

Seoul, Beijing, Buenos Aires, Hong Kong, London, New Delhi, San Diego, Taipei, Tokyo – March 3, 2024

Counterpoint Research’s Location Platform Effectiveness Index for 2024 has recognized HERE and TomTom as the top performers, followed by Google, Mapbox and Baidu. To help better understand the location ecosystem, key player offerings, capabilities and market trends, Counterpoint Research publishes its Location Platform Effectiveness Index report annually.

The report analyses 27 leading mapping and location platform vendors using Counterpoint’s proprietary CORE (COmpetitive Ranking Evaluation) framework. This comprehensive evaluation is based on more than 80 key capabilities spanning 10 categories — (1) Map data, (2) Location intelligence, (3) Location services, (4) Data platform, (5) AI capabilities, (6) Sustainability, (7) Developer ecosystem, (8) Partners, (9) Business performance, and (10) Customer growth. For companies across sectors, such as automotive, transport and logistics, enterprise, O2O, retail and government, these capabilities are imperative to understand, choose and partner with platforms. The abovementioned sectors heavily depend on location data, maps and related tools for their day-to-day planning, operations, and fleet and asset management, among other location-centric applications.

Source: Counterpoint Research Location Platform Effectiveness Index, 2024

HERE maintains its leading position in the location platform effectiveness index for the eighth year. The year 2024 was significant for the company as it worked toward delivering more accurate and updated maps through its UniMap technology. This also reinforced HERE’s status as the frontrunner in the Intelligent Speed Assist (ISA) Map category, making it the preferred choice for global automakers to comply with the EU’s ISA regulations. Besides, HERE is enhancing its product lineup with innovative offerings like EV range factors, EV charge-aware routing, and a fleet optimization package powered by AI models and machine learning algorithms. In terms of new customer wins, Uber, Hapag-Lloyd and Dacia were the year’s highlights.

Commenting on HERE, Mohit Sharma, Senior Research Analyst at Counterpoint, said, “HERE had a great year, resulting in a stronger financial position. The company is on a growth trajectory enabled through its new strategic offerings, like an AI-powered ‘live’ map for software-defined vehicles (SDVs).” The automotive industry’s focus on SDVs presents growth opportunities for software companies. “HERE wants a seat at the SDV discussion table,” said Sharma.

TomTom is experiencing success with its Orbis Map, which has gone global, offering improved accuracy and map quality. The company’s enterprise segment has seen significant growth due to a renewed partnership with Microsoft, allowing TomTom to enter new sectors such as government and security. The company also celebrated several customer wins in 2024, including notable clients like Marelli, Mitsubishi Electric, Bolt, BMW Motorrad, Qualcomm and Esri. Peter Richardson, Vice President at Counterpoint, said, “In 2025, TomTom will continue its momentum from 2024 in the enterprise sector and will likely increase its market share in navigation software through its partnership with CARIAD.”

Google ranks third among location and mapping platform providers worldwide. The company remains dedicated to delivering an immersive and tailored user experience through its platforms and consumer applications. With its own GenAI large language model (LLM), Gemini, Google is leading the charge to transform the end-user experience by providing contextual and personalized interactions. Google is looking to expand its developer base as the company has announced new pricing in India and launched a navigation SDK for developers that facilitates easy integration of Google Maps into applications.

Mapbox’s early entry into the AI voice assistant market, supported by new customer acquisitions and successful partnerships, has helped the company maintain its position among the top five platforms globally. Greg Baisch, Associate Director at Counterpoint, said, “Over the years, Mapbox has become a familiar name in the automotive sector as it continues to expand its partnerships with major OEMs through its highly customized and powerful graphics rendering capabilities.” Furthermore, the company is poised to expand its market share in the automotive industry by introducing new products to meet the evolving demands of car manufacturers.

Regional players like Baidu, Zenrin, Naver and MapmyIndia continue to lead in their home markets China, Japan, South Korea and India, respectively.

Segment leaders

• HERE led in ADAS (ISA) Map, HD Map, EV Routing, EV Charging Points, Tracking and Positioning, Platform Privacy, Security and more.

• TomTom led in Navigation, Offline Maps, Traffic Information, Infotainment and more.

• Google led in Map Coverage, Data Depth, POIs, AR, AI Integration, Indoor Maps and more.

• Mapbox led in Developer Evangelism, Visualization Tools and more.

• ESRI led in Sustainability, Analytical Tools, Digital Twin and more.

The comprehensive and in-depth ‘Location Platform Effectiveness Index, 2024, Part 1-Industry Overview and CORE Analysis’ is now available for purchase at [email protected]. Feel free to reach us at [email protected] for questions regarding our latest research and insights.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the technology, media and telecom (TMT) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.