SoftBank’s Investment to Drive Mapbox’s AI-based Map, Location Services

  • Mapbox has received $280 million in Series E funding from SoftBank.
  • The latest investment will enhance AI-powered map and location services.
  • Riding on the generative AI wave, Mapbox has launched AI voice assistant MapGPT.

Many industries are grappling with the question of how best to exploit the power of AI and, in particular, generative AI. The location industry is no different. Last year, we saw the introduction of HERE’s AI-powered Unimap, which kickstarted the race among digital mapmakers. SoftBank, which has been an active investor in AI ventures, has poured $280 million into a Series E funding round of Mapbox recently. Earlier, the map company had raised a total of $360 million since its inception in 2011, with $160 million coming from SoftBank in 2017 to help Mapbox’s expansion in new industries and regions. The recent investment from SoftBank can be seen as another AI-centric bet in its portfolio to support Mapbox’s efforts to develop its own AI-based map and related location services.

Let us have a look at Mapbox’s current offerings in the automotive industry and how its new AI-powered products are addressing the challenges posed by ADAS and electrification:

Mapbox Autopilot Map works by combining data from vehicle sensors with maps. Using AI, the system detects the changes in the road when enough vehicles have passed through a certain point and then integrates the changes into the Autopilot Map. This keeps the map fresh and improves the coverage as Mapbox customers drive billions of miles every week. The update process is very bandwidth efficient as the tile that includes the data gets updated instead of downloading the whole map. This also means the maps get updated at a very low cost.

Mapbox Autopilot Map splash screen

Mapbox for EV is a service that addresses the flawed EV experience for customers, OEMs and the charging point operators (CPOs). Mapbox offers three EV products to address these three stakeholders. Mapbox EV Routing service takes account of the in-vehicle battery system and monitors energy consumption patterns to predict the range of the vehicle by considering the vehicle type, road elevation and weather conditions. Mapbox EV Charging service tracks the real-time availability of charging stations and offers secure integrated payments. Using its AI and ML technology, the company collects data on energy consumption patterns, availability, compatibility and performance of the charging station. This allows OEMs to get insights into the overall EV experience and provide a seamless driving experience by partnering with CPOs.

Map screen of the Mapbox Autopilot Map app that shows three charging stations between the user's current location and the destination

Car's center console showing the charging station info as the user approaches it

Charging screen as the user connects the charging cable to his car, displaying the time to charge, and the corresponding amount

Jumping on the generative AI bandwagon, Mapbox has introduced MapGPT, a location-aware conversational AI service. MapGPT is based on live data and location services from Mapbox. It can have in-depth and richer conversations about real-time traffic, POIs, road networks and navigation. MapGPT uses Large Language Models (LLMs) from ChatGPT3.5 and ChatGPT 4.0 when connected to the internet, while the offline MapGPT uses a Tiny Large Language Model (LLM) from Mapbox. MapGPT comes with plugins which are also called “actions” with third-party integrations for music and restaurants. It is highly customizable as it allows custom actions like cabin temperature. OEMs can also integrate their own LLM into MapGPT. Customizations for voice, personality, animated avatar and wake word are also available. Mapbox has announced partnerships with a Japanese payment service called PayPay which allows drivers to purchase and pay for services.

Screens of MapGPT, a location-aware conversational AI service by Mapbox, on a phone and the car's center console

App screens of the Japanese payment service PayPay

Analyst take

Over the years, Mapbox has emerged as a developer-focused location platform with excellent graphics rendering capabilities. With its open-source and modular architecture, the company is posing a serious challenge to the incumbents. Mapbox secured the fourth position in Counterpoint’s Location Platform Effectiveness Scorecard 2022.

The recent funding is expected to help Mapbox in the following ways:

Expansion in automotive industry: The company has managed to pivot well into the automotive business by acquiring customers like BMW, Toyota and General Motors for its navigation services. However, carmakers are experiencing a paradigm shift led by technological innovations like electrification and autonomy. They are struggling to offer best-in-class solutions for EV driving or assisted driving as both these rely on highly accurate location-based data. Realizing this gap, Mapbox wants to bring AI into most aspects of mapping and navigation to offer intelligent maps leveraging the growing number of data points they are receiving. The company will be putting more resources into building maps (ISA, ADAS/AD) and services (EV routing, Charging Points and Payments) contextualized data to address the challenges posed by ongoing trends like autonomy and electrification. BMW Mini EV will be equipped with Mapbox technology including EV services.

The center console of a BMW Mini EV

First-mover advantage: Different players across the automotive value chain are looking at various use cases to integrate generative AI in the car, one of them being the personal assistant. Since the emergence of ChatGPT, only a handful of companies have explored the generative AI potential to elevate the cockpit experience. Hence, through MapGPT, the company is drawing the attention of automakers to create fully customized voice assistants capable of having natural and richer conversations. Mapbox is well-positioned to marry its location-based services like navigation to build customizable intelligent AI voice assistants for natural and rich conversations on the go. Having a first-mover advantage, the company can seek partnerships with automakers, Tier-1 players and even semiconductor companies like Qualcomm and Nvidia to customize its MapGPT based on their chips.

Navigation app showing nearby eating spots.

Growth and valuation: Mapbox has raised a more than $600 million over eight rounds of funding since its inception. In 2021, the company was in talks to go public through a SoftBank-backed SPAC at a valuation of $2 billion. However, Mapbox decided to remain private. Riding on the AI hypercycle, Mapbox’s valuation is expected to go higher. This increased valuation will likely attract further investments and partnerships.

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HERE Maintains Lead in Map Data Licensing for In-car Navigation

  • Europe’s in-car navigation sales saw a modest growth of 5% YoY in 2022.
  • HERE continued to lead the European built-in car navigation map data licensing market in 2022.
  • Google’s automotive foray challenges the position of players like HERE and TomTom.
  • New players like Mapbox and What3word are bringing unique aspects to in-vehicle navigation.

Beijing, New Delhi, London, San Diego, Buenos Aires, Hong Kong, Seoul – September 1, 2023

European in-car navigation sales saw a modest growth of 5% YoY in 2022, according to the latest research from Counterpoint’s Global Embedded Navigation Sales Tracker. The increasing adoption of electric vehicles (EVs) and advanced driver assistance (ADAS) features is driving the growth of built-in navigation systems in cars. Navigation helps EV drivers plan the optimal route by considering battery range and charging station locations. Besides, navigation helps ensure safety by giving drivers information about the weather, speed limits and traffic conditions.

In terms of sales volume, Germany, the UK and France are the leading countries in built-in car navigation. But in terms of the share of such cars in total car sales, Norway leads, followed by the Netherlands and Germany. Volkswagen Group, Stellantis and Renault-Nissan are the top three automotive groups in terms of built-in car navigation sales. EV players like Tesla, NIO and Xpeng offer navigation on all models.

Commenting on the market dynamics, Research Analyst Mohit Sharma said, “Almost 50% of cars sold in 2022 had built-in navigation. HERE is leading the European market in terms of licensing its map data.”

HERE, with a strong presence in the automotive industry, has a 66% share in Europe’s built-in car navigation map data market. The company licenses its map data to other companies to build applications and services.

HERE offers its navigation services to OEMs like BMW and Mercedes. Chinese brands such as FAW Hongqi and SAIC, which are expanding their sales into Europe, have partnered with HERE for navigation data.

Commenting on HERE’s performance, Vice President Peter Richardson said, “HERE is well-positioned within the automotive sector by working in partnership with automakers to address their technological challenges, like those related to EVs and adoption of autonomous driving. HERE is one of the enablers for automakers in launching new technologies like Level 3 autonomous driving.”

TomTom is in the second position in the European market with a 22.1% share. Last year marked the company’s second pivotal year after 2009, when it decided to sell its navigation services to automakers directly after the decline of its GPS standalone device business. In 2022, the company announced a new map platform besides rebranding itself.

TomTom has long-standing partnerships with Stellantis, Renault and other car manufacturers. The company has also signed a fresh deal with Hyundai Motor Group for licensing its map data and traffic services to all brands of the group, including Genesis for the European market. Another notable win for TomTom is a partnership with the Foxconn-led MIH Consortium to increase its presence in next-generation smart mobility vehicles.

Google’s share in the in-car navigation map data licensing market continues to increase, reaching 7% in 2022. Sharma added, “Google’s entry into in-vehicle navigation services has enlivened the competition in the European market. For years, the market has seen the duopoly of legacy players HERE and TomTom. Google is trying to catch up with traditional navigation providers as it continues to expand its automotive offerings like EV routing and HD maps.”

Further, new players like Mapbox and What3words are bringing unique aspects to in-vehicle navigation.

A chart Showing Europe Built-in Car Navigation & Map Data Licensing Shares By Company 2022

Source: Global In-Car Navigation Tracker, Q1 2021- Q4 2022

Note: The above chart has been updated to represent the competitive landscape of the extent of maps data licensing across several cars in Europe. Going further will we do a comparative analysis of the navigation software and services landscape with tier 1&2 suppliers supplying or integrating the map data with navigation software and services as part of our Global Smart Automotive Maps, Navigation and Services Tracker across geographies.

Commenting on the market forecast, Vice President Neil Shah said, “The in-car navigation market is expected to see a growth of 10%-15% in 2023 as most automakers will look to comply with new ISA regulation while moving towards electrification and more intelligent driving.” He further added, “Maps will play a crucial role in achieving highly automated driving (Level 4-Level 5) and we will see new collaborations flourishing not only between OEMs and map players but also between self-driving chip manufacturers like Qualcomm and map players.”

We will do a separate insight release on navigation software to provide more clarity on the navigation software and services.

The comprehensive and in-depth ‘Global In-Car Navigation Tracker, Q1 2021-Q4 2022 is now available for purchase at

Feel free to reach us at press(at) for questions regarding our latest research and insights.


Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) 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.


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Related Posts

Qualcomm Aware: Pivotal SaaS Play to Catalyze the Complex IoT Ecosystem

The entire world is going through digital transformation with connectivity at the center intelligently bridging the edge-cloud gap. The data emanating at the edge, whether it is telemetry data from the sensors or location, has been pivotal in adding intelligence, context, and analytics to the connected asset to enable quick, accurate, informed, and timely decision-making.

If we look at the entire IoT or location value chain, it spans from the endpoint/edge (possibly a device/sensor/gateway) to the network infrastructure, enabling connectivity between the edge and the software or API-driven cloud and analytics platforms. While connectivity is the glue, location also provides important context to the asset and the data emanating from the asset.

WATCH: Qualcomm Aware Platform Explained

Power of connectivity and location

We have extensively researched and talked about the IoT market and the importance of end-to-end control, from chipsets, modules, and devices to connectivity to the platforms, including both IoT and location. The IoT landscape, which has been fragmented, is now undergoing consolidation as there is a significant mismatch between the value being created and captured. However, the success in IoT lies in a player which can be integrated and offer end-to-end capabilities while also remaining open and flexible to work with different partners across the value chain at the same time. This should allow the player to create and capture maximum value opportunities for everyone and accelerate the digital transformation journeys of different companies.

Qualcomm has been the leading and largest “connectivity” chipset provider in the IoT and automotive segments, shipping hundreds of millions of chips every year. While connectivity and IoT are natural to Qualcomm, the San Diego-based systems company has also realized the importance of blending the power of location and connectivity. Therefore, Qualcomm has acquired its long-time partner Skyhook, a Boston-based company that has been a leader in the development of location technologies integrating into the devices, and PoLTE, a Dallas-based company focusing on cellular-based accurate positioning technology for mobile devices to IoT applications such as fleet management and asset tracking. Driving location-based intelligence right from the chipset via APIs reduces a lot of integration-related difficulties for companies trying to connect their assets to the cloud securely and seamlessly.

WATCH: Qualcomm Aware Platform Use Cases Demo

Qualcomm Aware SaaS platform – API-driven chip to cloud connectivity

With its important position in the IoT value chain and leveraging its location and connectivity expertise, Qualcomm recently launched Qualcomm Aware, an API-first platform offering secure and out-of-the-box chip-to-cloud integration. Qualcomm is doing this via an intelligent software on top of the chip to help solution makers optimize, configure, and transmit location and telemetry data from the edge to the cloud simply via APIs integrating with partner solutions.

counterpoint qualcomm aware platfrom solution
Source – Qualcomm

Initial capabilities: Location data, connectivity management, security and more

The Qualcomm Aware solution can be tailored to specific verticals, applications or use cases. It comprises of following capabilities:

• Location data GNSS, cellular, Wi-Fi, hybrid location, geofencing, etc
• Power-optimized, configurable hardware and software components
• Security – edge to cloud, Silicon Root of Trust, provisioning, etc
• Connectivity management – cellular, roaming, Wi-Fi, Bluetooth, etc
• Devices – With Qualcomm Aware low-power embedded chipsets

In our opinion, the platform for a particular use case, such as asset tracker, might offer the full solution to start with. But when the need to scale up arises, the platform will have to become more modular so that the end customers or system integrators have more options to choose from. For example, just leverage location APIs or with connectivity management or the off-the-shelf Qualcomm Aware partner devices or not.

Initially targeted use cases: Asset tracking

counterpoint qualcomm aware platfrom use case asset tracking
Source – Qualcomm

Since it blends location and connectivity well, asset tracking is the lowest-hanging opportunity for Qualcomm Aware.

Qualcomm has partnered with Quectel, Ikotek, Thundercomm, and others to build Qualcomm Aware-ready asset trackers to help customers kickstart with the offering as the previous-generation chipset-based devices cannot be upgraded to become Qualcomm Aware compatible. While the solution comes with bundled connectivity (via partner), Qualcomm does not aim to become an MVNO and step on its partners’ toes. For the mapping, routing and location data, Qualcomm is partnering with Mapbox and TomTom in this initial phase. Larger players such as HERE and Google are expected to be on the partnership roadmap eventually.

counterpoint qualcomm aware platfrom asset tracking
Source – Qualcomm

Therefore, transport and logistics is the initial target segment, followed by retail, manufacturing, construction and utilities.

Success will be in partnerships and moving to self-serve model

Qualcomm is thus expanding its capabilities and offerings to become a strong enabler with a platform play in this high-potential, fragmented but consolidating market. The timing of the launch might be questionable for many considering the ongoing consolidation, but we believe this is the best time to enter the market with a unique and highly scalable platform to invigorate this market, especially with a strong position in the edge market.

counterpoint qualcomm aware platfrom partners
Source – Qualcomm

To be successful with a SaaS approach, being open and striking the right partnerships is paramount. It is great to see Qualcomm striking partnerships across the value chain, from module and device manufacturers, software and middleware players, and location and mapping vendors to system integrators and cloud players. Qualcomm will have to invest in and empower dedicated pre-sales, consulting and post-sales teams to make headway into these markets. Moving to a self-serve model would be critical to further scaling the SaaS business.

Key takeaways: Chip-to-cloud partner-driven IoT and location platform approach

• No vendor other than Qualcomm enjoys a strong position when it comes to the edge of the market.
• As intelligence moves to the edge, a secure edge-to-cloud connectivity offering can help simplify integration, portability and provisioning of IoT solutions, catalyzing the IoT ecosystem.
• Qualcomm Aware helps the company broaden its portfolio beyond hardware to a recurring and scalable software/services business, which investors and partners would welcome.
• Further, Qualcomm Aware can help crack the significant but complex and fragmented IoT market to make a play in the $700-billion connected intelligent edge opportunity.
• The platform’s future success will depend on how Qualcomm expands its partner ecosystem across verticals and geographies while also moving to a self-serve model.

Podcast: Leveraging Location Intelligence To Shape IoT and Smart Mobility Experiences

The mapping services have always played a crucial role in delivering area wise geographic information. Over the past two decades, we’ve moved from physical paper maps to digital maps. They are easily accessible at our fingertips. And as we go through this digital transformation, location data is important as a capability that enables different vertical applications. There are several location platforms service providers that offer advanced tools such as offline maps coverage, real-time traffic data, in-app travel planning, POIs, and more.

Counterpoint Research CORE Analysis - Location Platforms Customers & Partners Relationships - Mar 2020

Counterpoint Research recently completed the latest in-depth analysis using its proprietary CORE (COmpetitive Rankings & Evaluation) framework to evaluate the leading 25 maps and location platform players with over 60 capabilities and ecosystem success parameters. The analysis reveals Here as the top global location platform player followed by Google and TomTom.

Counterpoint Research CORE Analysis - Location Platforms Evaluation 2019

In the latest episode of “The Counterpoint Podcast”, host Peter Richardson and VP of Research Neil Shah discuss how location platform players are helping shape the digital transformation. The discussion covers how the companies are moving from being a mapping solution provider to a location intelligence platform provider. We have also touched upon how location intelligence can be helpful in contact tracing in our current battle against COVID-19.

Hit the play button to listen to the podcast

Also available for listening/download on:


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Fugro, PTC and Mapbox Lead the Spatial Intelligence Platform Capabilities

WRLD, Nomoko and Gamesim are providing customized solutions on their platforms while NavVis, Enertiv, Siradel Engie and SketchUp are developing niche categories

    New Delhi, Hong Kong, Seoul, London, Beijing, San Diego, Buenos Aires – February 20, 2020

With the expansion of connectivity, several innovative technologies are becoming more prevalent; location intelligence is one; leveraging location and positioning data to generate insights and create value. However, location intelligence and navigation have historically lacked the ability to navigate effectively inside buildings and covered spaces. This has given rise to a technology innovation that we term “Spatial Intelligence”.

Spatial intelligence is a sector of the broader location ecosystem that will likely see rapid growth and development over the next five years and beyond. There are several significant societal and technology trends that are converging and that will create opportunities for companies that can take advantage of the new business models that emerge. The technologies that enable these platforms will become significantly more capable over the next few years as IoT rolls out more and more widely, and as communications technologies develop with the launch of fifth-generation cellular telecommunications.

Commenting on the growth of Spatial Intelligence platforms, Gareth Owen, Associate Director at Counterpoint Research, noted, “3D modelling has been a key component of different mapping and visualization software. The key component to be a Spatial Intelligence Platform is Real-Time Simulation (RTS) of the 3D model. Multi-platform capabilities, i.e. real-time simulation of 3D visualizations on multiple device types, is another key factor determining the success of these platforms; a major problem with traditional 3D modelling software. These intelligent platforms are providing solutions on standard smartphones. However, the leaders are focused on two parameters, system integration and platform tools, which help the platform generate real-time insights.”

Commenting on the existing platforms’ capabilities, Prachir Singh, Senior Research Analyst at Counterpoint Research, added, “Fugro, a Dutch geo-data specialist company, leads the Spatial Intelligence Platform Capability Index followed by PTC Vuforia and Mapbox, according to Counterpoint’s Competitive Ranking and Evaluation (CORE) scorecard (Exhibit 1). The evaluation is based on the platform’s technical capabilities, from its ability to create effective 3D models, to real-time streaming, system integration, and multi-platform capabilities.”

Adding on the CORE Scorecard, Singh noted, “Fugro is a complete spatial intelligence platform having capabilities in every parameter, although it is not rated top in any single parameter. The company is focused on providing innovative solutions in multiple use-cases in the Utilities and Natural Resources sector. PTC Vuforia has been focusing on industrial IoT applications, primarily “digital twins”, to focus on monitoring and maintaining assets as well as for training and learning development for industrial workers. The Vuforia platform scored highest in platform-tools, user interface and system integration. Mapbox is using spatial intelligence capabilities to enhance its established dominance in location intelligence and GIS data acquisition by incorporating 3D maps. WRLD, a relatively young company in spatial intelligence, has initially focused on the smart buildings sector – creating digital twins of built assets and overlaying this with myriad data types to improve operational efficiency and create new revenue potential by leveraging its leadership in 3D modelling, real-time simulation and multi-platform capabilities. Other leading platforms, like Enertiv and NavVis, are focusing on in-building navigation and positioning, and other related insights. However, solution providers are still looking for new and innovative use-cases to generate value.”

Exhibit 1: Counterpoint CORE Scorecard: Spatial Intelligence Platforms (Jan-2020)

Counterpoint CORE Scorecard - Spatial Intelligence Platforms

Adding his perspective, VP Research, Peter Richardson said, “Currently, the spatial intelligence market is in a nascent stage. There are a few companies in this sector with the right skills and capabilities to take advantage of the opportunities emerging from the confluence of these trends. Advanced features in these platforms include absorbing multiple data sets and enabling rapid development of digital twins that can represent assets overlaid with relevant information.”

Further commenting on the value drivers, Richardson added, “Spatial intelligence platforms can be applied in multiple ways to create value through improvements in operational efficiency, enabling businesses to generate incremental revenues in existing businesses as well as support the creation of new and unconventional sources of revenue.  Operational efficiency can be improved by creating a digital twin of the space or resource and then using sensors for monitoring. The result is greater efficiency and resource utilization and improved user experience. These platforms can also enable companies to offer interactive, virtual representations of real experiences that can drive engagement, anticipation and enjoyment, leading to higher overall uptake and consumer satisfaction, and subsequently generate incremental revenues. In terms of unconventional revenues, IoT enables companies to create new product and service hybrids by combining a physical product with premium services and new ways of interacting across online and offline channels. Platforms can bring visualization, gameplay, sensor data and more together to enable the creation of product-as-a-service offerings.”

Spatial Intelligence Market Summary:

  • Fugro, a complete spatial intelligence platform, is using its capabilities to provide innovative solutions in the Utilities and Natural Resources sector.
  • PTC Vuforia is mainly focused on the Industrial IoT sector. With its acquisition of TWNKLS, another spatial intelligence player, Vuforia is focusing on digital twins and enhancing its offerings by building AR/VR capabilities.
  • Mapbox is leveraging spatial intelligence capabilities to enhance its mapping offering by incorporating 3D maps.
  • WRLD is a leader in 3D modelling, real-time simulation, and working with multiple data sets. It uses these capabilities to rapidly create digital twins of complex built environments and more.
  • Enertiv, another start-up in Europe, is using spatial intelligence capabilities to provide innovative smart building solutions.
  • Gamesim is focusing on gaming and simulation for security and military purposes.
  • NavVis, also a smart building solution provider, is leveraging its proprietary product, NavVis M6, for data acquisition.
  • ESRI is providing 3D mapping data to developers of multiple innovative products.
  • Realsim, another start-up, is leveraging spatial intelligence capabilities for smart cities, marine visualizations as well as providing 3D visualizations of historical monuments and environments.
  • Matterport is providing real-time 3D digital twins of spaces, using its Capture app which connects to any Matterport compatible camera.
  • TWNKLS, now acquired by PTC, uses its 3D simulation capabilities to power its AR offerings for Industry 4.0.
  • Siradel Engie is helping telecom companies in infrastructure planning by providing real-time 3D simulations for network planning and smart cities.
  • SketchUp, once a Google acquisition and now a Trimble company, provides 3D visualizations of buildings and spaces, for architectural applications.
  • Visionaries777 is targeting automotive companies, using 3D simulations, for effective marketing of their product using its AR/VR offerings.

The comprehensive and in-depth report on “Spatial Intelligence Platforms and Ecosystem” is a part of Counterpoint’s ETO (Emerging Technology Opportunities) Service. The report is available for download here.

Counterpoint’s CORE (COmpetitive Ranking and Evaluation) is a scorecard based on capabilities (technical, user experience, etc.) of the device, platform, product or service. CORE scorecard leverages feedback from users, customers and in multiple cases, Counterpoint’s analysts’ feedback, who have used the product or service.


Counterpoint Technology Market Research is a global research firm specializing in Technology products in the TMT industry. It services major technology firms and financial firms with a mix of monthly reports, customized projects and detailed analysis of the mobile and technology markets. Its key analysts are experts in the industry with an average tenure of 13 years in the high-tech industry.

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