Top 10 CES 2023 Automotive Announcements

The annual Consumer Electronics Show (CES), held in Las Vegas from January 5 to 8 this year, focused primarily on the automotive, IoT, smart home, healthcare, metaverse and XR, AI and computing segments. Counterpoint’s automotive team analyzed over 150 automotive-related announcements during CES to identify key trends. The main focus of the automotive industry at this year’s CES was on electric vehicles (EV), followed by autonomous vehicles, infotainment, connectivity, components and maps. There was a lot of excitement surrounding autonomous vehicles at the event, but EVs accounted for the biggest share of news flow.

CES Automotive Announcement Trend Counterpoint

Here are the top 10 automotive announcements from this year’s CES, according to Counterpoint analysts:

1. Qualcomm unveils Snapdragon Ride Flex SoC to bring software-defined vehicles to reality

Qualcomm announced the Snapdragon Ride Flex SoC, a disruptive solution for expanding its low-power, advanced computing capabilities into the automotive space as part of its Snapdragon Digital Chassis initiative. This solution is built on a heterogenous compute architecture that addresses multiple workloads and is pre-integrated with the Snapdragon Ride Vision Stack. This gives automakers the flexibility to use the Ride Vision Stack across all vehicle tiers without sacrificing performance. In addition, its cloud-native architecture enables a smooth workflow for software development and deployment. The Snapdragon Ride Flex SoC is expected to go into production by 2024. Qualcomm is striving to maintain its leadership position in the software-defined vehicle era and make the transition easier for automakers and tier-1 suppliers.


For a more detailed report on CES 2023’s automotive announcements, click here:

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2. Sony Honda Mobility introduces Afeela EV brand

Sony Honda Mobility finally announced its JV brand Afeela, which will bring its first EV model to North America in 2026 followed by Japan and Europe. Afeela’s first production model was teased at CES 2023. Sony and Honda announced their JV back in March 2022. Afeela will introduce a series of EV models that will carry Sony’s expertise in IVI systems, ADAS components and in-cabin electronics, while Honda will contribute to the brand’s performance with its e-powertrain system as well as battery sourcing and charging capabilities. According to the announcement, Afeela aims to offer better vehicles at a relatively lower cost. These EVs are expected to be positioned above Honda’s own EVs, but whether Afeela will share the same slot with Honda’s premium Acura brand is yet to be determined.

Afeela (Custom)

3. BMW previews next-gen color-changing concept with ‘digital emotional experience’

BWM previewed its next-gen 3 series concept model based on the Neue Klasse platform. The new i Vision Dee concept (Dee stands for ‘digital emotional experience’) showcased a monolithic exterior styling that can be divided into 240 different segments. The whole exterior can support different design styles like stripes, patterns and animation, and can curate up to 32 different colors. Though detailed specifications have not been shared, i Vision Dee features a new OS and a new fully controllable HUD with windscreen projection. Traditional infotainment has been removed. The dashboard conceals various touch sensors which can be used to display content on the HUD. The model will be powered by BMW’s sixth-generation EV powertrain and is expected to enter production in 2025 as a BMW i3 successor.

BMW i Vision Dee (Custom)

4. Volkswagen showcases new ID.7 wrapped in electroluminescent camouflage

Volkswagen showcased its sixth all-electric ID model, the VW ID.7, wrapped in special QR code-inspired camouflage to hide the final styling. The camouflage was inspired by electroluminescent technology which lights up 22 different sectors of the car. Volkswagen disclosed some technical details before the model’s final reveal during the second quarter of 2023. Initially, the ID.7 will have a 77kWh battery pack and a claimed 700-km range. The interior will feature a 15-inch touchscreen infotainment system, an AR-based HUD and a smart HVAC system that can automatically modify the cabin temperature when the key fob is close. Volkswagen expects its new model will compete with Hyundai’s Ioniq 6 and Tesla’s Model 3.

VW ID.7 (Custom)

5. LG, Magna form second JV for ‘executable’ autonomous driving, infotainment solutions

Two of the biggest tech companies LG and Magna have again joined hands to develop solutions for automated driving by leveraging their areas of expertise. LG and Magna already have a JV that manufactures e-powertrain and other hardware like inverters, motors and onboard chargers for EVs. The new JV will explore the ADAS and AV market to develop “executable” automated driving and infotainment solutions to enhance customer experience by addressing the toughest challenges. LG’s vehicle component arm has been eyeing new openings in the automotive market and believes the increased connectivity of cars of the future presents new opportunities.

LG and Magna Partnership (Custom)

6. Harman aims to make driving assistance more intuitive, safer

Harman is all set to deliver enhanced in-cabin safety and awareness through its AR-based HUD hardware and AR-based software products. Harman has been a trusted name for vehicle audio for decades but now as the automotive industry makes a transition towards software-based experiences, the company has developed its own technology that enhances the drivers’ experience by bridging the gap between physical and digital worlds in a non-intrusive manner through its AR-based HUDs. Harman’s Ready Vision uses ML-based 3D object detection and computer vision to deliver collision warnings, lane departure, low-speed zone notification, blind spot warnings and lane change assist with high precision without breaking the driver’s concentration. Harman claims Ready Vision works with precision even in the most unfamiliar driving scenarios, making driving safer.

Harman Ready Vision (Custom)

7. BlackBerry has a busy CES with launches, partnerships

BlackBerry’s IVY software platform, developed in collaboration with Amazon, won its first design contract with PATEO for the all-electric VOYAH H97 model’s digital cockpit. BlackBerry also launched QNX Accelerate, which supports the QNX RTOS and QNX OS for safety in the AWS marketplace. Leading tier-1 suppliers like Continental and Marelli are already testing it to create automotive metaverse environments for software-defined vehicles. BlackBerry is partnering with Elektrobit to develop automotive safety solutions using the Rust programming language. It has also formed partnerships with Texas Instruments for embedded software development and with Garmin for improving the in-car experience. These partnerships show that BlackBerry is attempting to regain market presence through its infotainment, security and OS products.

Blackberry_ partnerships (Custom)

8. Innoviz launches new LiDAR, forms multiple partnerships

Innoviz, a leading player in solid-state LiDAR sensors and perception software, unveiled the Innoviz360, a cost-effective and high-performance LiDAR that will support a range of non-automotive applications such as smart cities, logistics, maritime, heavy machinery, and construction, in addition to Level 4-5 (L4 and L5) autonomy applications. Loxo, a zero-emission autonomous vehicle provider for last-mile delivery, has partnered with Innoviz to use the InnovisOne LiDAR. Deep-tech company EXways, which works in 3D LiDAR processing, has also partnered with Innoviz to leverage the technology for multiple applications.

Innoviz has previously formed partnerships with major automakers such as BMW and Volkswagen, as well as tier-1 supplier Magna. At CES, Innoviz also showcased the InnovizTwo LiDAR, which it claims offers a 30x performance improvement over the InnovizOne and a 70% cost reduction. With the growing adoption of autonomous vehicles, LiDAR technology is expected to be high in demand as major auto OEMs including Mercedes-Benz, Nissan, BMW, Stellantis, Volkswagen and Volvo plan to use it.

Innoviz_L4&L5 Auto appl. (Custom)

9. NVIDIA introduces in-car cloud gaming experience

NVIDIA is partnering with Hyundai Motor, BYD and Polestar to offer a cloud gaming experience through its NVIDIA GeForce NOW service for cars. GeForce users will be able to access over 1,000 paid and free games through this service. While video games are not new in cars, the addition of GeForce will provide a more PC-like gaming experience. This will also drive the trend of cellular connectivity in the passenger vehicle market, as cloud gaming will require embedded 4G or 5G connectivity.

Nvidia_CloudGaming (Custom)

10. Google launches HD maps, partners with Volvo, Polestar

Google announced that it would make HD maps available for Level 2+ autonomous vehicles. The Volvo EX90 and Polestar 3 will use Google’s HD maps service in addition to Google’s Android Auto solution. While Google is gaining some traction in the automotive sector through its Android Auto offerings, it will face strong competition from existing players like HERE and TomTom whose offerings in HD maps and other related services are helping them maintain leadership in the location platform market. To compete with these leading players and local players like Amap, Navinfo, Naver, MapmyIndia and Zenrin, Google is seeking to enhance the user experience in this segment.

Google HD Maps_Volvo (Custom)


Related Posts:

HERE Maintains Location Platform Leadership; TomTom Surpasses Google to Take Second Position; Mapbox Moves to Fourth

  • HERE took an unassailable lead across major criteria such as Location Intelligence, Location Services and Platform by a wide margin.
  • TomTom and Mapbox moved up the rankings with a more holistic platform play across consumer, enterprise and auto verticals when compared to Google.
  • 2022 saw the entry and expansion of newer players such as Huawei Petal Maps, MIREO, Carto and Otonomo.
  • Regional champions such as Navinfo, Naver, Zenrin, Yandex and MapmyIndia continued to do well in their home markets, besides striking partnerships to expand abroad.

Seoul, Hong Kong, New Delhi, Beijing, London, Buenos Aires, San Diego – January 2, 2023

2022 was a pivotal year for the “mobility” ecosystem, especially location platforms. These platforms continued to build robust, meaningful capabilities while striking key partnerships within the ecosystem to digitally transform different applications, from smart automotive and data-driven IoT/enterprise to consumer-centric location experiences.

The power of location as a context blended with the continuous stream of telemetry data and visualized to derive insights or autonomous capabilities has become the new battleground transforming mapping and location platforms into “data platforms”.

As a result, these location platforms are becoming modular, offering rich data, services via APIs, co-creation services, analytics, and visualization tools to empower the developers to build powerful location-centric experiences. However, choosing the right platform is challenging for enterprises and developers. It warrants a thorough evaluation and understanding of the vendor’s capabilities as well as success of these platforms.

To help better understand the key location platforms’ capabilities and market trends, Counterpoint has released its latest edition of the Location Platform Effectiveness Scorecard report, which analyzes 30+ leading mapping and location platform vendors using our proprietary CORE (COmpetitive Ranking Evaluation) framework. This comprehensive and detailed evaluation is based on 65+ key capabilities spanning seven categories – maps data, location intelligence, location services, data platform, developer ecosystem, partners, and customer rolodex growth since our last update.

2022 location and mapping platform CORE scorecard analysis

Counterpoint Research - CORE Scorecard - Location Platforms Effectiveness Index - Jan 2023
Counterpoint Research – CORE Scorecard – Location Platforms Effectiveness Index – Jan 2023

HERE, the “Switzerland of Location Platforms” continues to lead the location platform rankings for the sixth year in a row. In the last 12 months, HERE continued to enhance its industry-leading platform with newer differentiated capabilities, partnerships (like aws) and customer wins (Vinfast, Volta Trucks, Smart) targeting advanced applications. Some examples of Here’s products and services include ADAS/ISA Maps, EV, Truck Routing, Asset Tracking, Last Mile and Workspace low-code map creation tool.

Counterpoint Research Vice President Neil Shah added, “HERE leads the global location platform rankings in terms of comprehensiveness, completeness, capabilities and customer success. HERE has leapfrogged competition in multiple aspects, from providing accurate location data and services content via its platform to helping the companies transform themselves digitally with its consulting, implementation and support services.”

HERE continued to widen the gap with rivals, leading across most of our evaluation categories. During the year, we saw broader diversification of HERE’s portfolio across geographies, verticals and applications. With its advanced mapping, navigation content and highly scalable and automated location platform, HERE remains the number one choice when it comes to automotive, logistics and enterprise verticals. HERE’s location platform is nearing an inflection point looking at its strong pipeline of licensing, monetization, and co-creation of IP opportunities across the ecosystem.”

TomTom surpassed Google to take the second rank for the first time in Counterpoint’s Location Platform CORE evaluation rankings. 2022 was quite an eventful year for the Dutch map maker. The company rebranded itself with a new logo and announced the “TomTom maps platform”, which includes new maps, and mapping platform and ecosystem.

Commenting on TomTom’s growth this year, Research Analyst Mohit Sharma said, “The new transformed TomTom maps platform, developer experience and newer capabilities have helped the vendor gain some mind share and market share. TomTom has taken a modular approach for its new platform, focusing on data and services across the automotive, enterprise and consumer applications while striking new partnerships and customer wins in 2022. This has helped TomTom lift its overall evaluation and surpass Google.”

For example, TomTom’s entry into the digital cockpit segment with its “TomTom Digital Cockpit” has seen traction in striking partnerships with developers such as Spotify, Access, Cinemo, Amazon Alexa and Tier-1 suppliers like HARMAN and Bosch. Another important win is TomTom joining MIH Consortium with Foxconn to strengthen its presence in next-generation smart mobility vehicles. In terms of platform capabilities, TomTom expanded its automated driving portfolio and coverage with some customer wins, such as Hyundai Motor Group, Fisker and other automakers for its L2+ driving maps. In the enterprise segment, it has managed a few significant customer wins across fleet, logistics, last-mile and ride-hailing companies. TomTom has also moved to strengthen its partnership with top tech companies such as Amazon, Meta and Microsoft by co-founding “Overture maps”, which should help the vendor gain some mind share and scale.

Google was the third-ranked location and mapping platform provider globally, having been surpassed by TomTom this year for the first time. Google continues to benefit from strong coverage in the consumer space thanks to Android devices helping the vendor score well on data scale, depth, freshness, coverage and usage. Traction in the automotive space via Android Auto has also helped Google maintain some presence in the automotive vertical against bigger and more successful competitors such as HERE and TomTom.

Commenting on Google’s evaluation, Research Director Jeff Fieldhack said, “Google continues to focus on B2C (smart devices) and B2B2C applications (retail, logistics and O2O services) for the Google Maps platform from the perspective of capabilities and overall Google Cloud strategy. Location-based services from the search, discovery and visualization perspective for its Android users have been the sweet spot for the Google Maps platform. The adoption and scale across transport and logistics have been strong, especially for consumer-facing enterprises, delivering more than 10 billion geocodes monthly and 800 million routes daily.

However, the Google Maps platform slipped in our rankings due to its lack of vision, focus and portfolio capabilities, and alignment with other high-value automotive and enterprisegrade opportunities. Its advertising-centric business model is one of the reasons for its elusive position in these verticals to become an all-round location platform.”

Mr. Sharma, added” Mapbox jumped to the fourth position in our rankings due to its focus on the developer community, visualization capabilities like 3D Globe Maps and announcement of new features and capabilities like new core style maps and analytics tool “co-pilot”. Over the past years, Mapbox has pivoted itself to capture the automotive and logistics segment and strengthened its presence by introducing products and services like ISA Maps, EV routing and Mapbox fleet. In the process, it managed to get a few new customers like Toyota and FedEx.”

In terms of evaluation for the top four platforms:

  • HERE led in more than 40 capabilities including maps data depth, freshness, ADAS (ISA) maps, HD maps, navigation, routing, EV services, tracking and positioning, developer support, platform privacy, security and more.
  • TomTom led in navigation, offline maps coverage, traffic, infotainment and other areas.
  • Google led in overall maps data reach, coverage, depth, POIs, AR, indoor maps and other areas.
  • Mapbox led in developer support, visualization capabilities and other areas.

With the increase in EV penetration and high demand for automated driving features in many markets, like China, Japan, South Korea and India, local map players like Amap, Navinfo, Naver, Zenrin and MapmyIndia are doubling down on capabilities, partnerships and customer wins. Other opportunities include transport and logistics, fleet optimization, on-demand services and enterprise verticals. New entrants such as Huawei Petal Maps are looking to make a mark in the consumer space as an alternative to Google Maps.

Data platforms such as Wejo, Carto and Otonomo are continuing their run-up, getting traction from some good customers and partners, and intensifying the competition. However, the absence of a full stack of first-party data – maps and location services like the top three – makes them not so unique and easily replicable. Where they score is in their ability to act as a competitive marketplace to exchange, integrate and analyze the location data.

Many more insights, evaluations and analyses on the key platform players’ product offerings, business models, key focus areas, capabilities, major development partnerships, customer wins and other parameters are captured in our comprehensive report which will be published on our portal.


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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Mohit Sharma



Neil Shah



Counterpoint Research

HERE Maintains the Location Platform Leadership, Ahead of Google, and TomTom in 2021

The tech industry is going through an “intelligent” digital transformation wave as data collected from the billions of connected fixed and mobile assets is converted into actionable intelligence and insights. However, all the intelligence is less useful without adding richer “location data” as context. The power of location when merged with the business and telemetry data is the new battleground and the mapping and location players are at the center of it transforming their offerings and business model taking a location platform-centric approach to address this massive opportunity.

This approach helps the traditional location and mapping data providers to share/license their location data and other location-reliant data from their partners using the marketplace in a very integrated and holistic way leveraging cloud technologies. Further, these players are building a robust set of modular platform capabilities to offer different services, development, analytics, and visualization tools to empower the developers to build powerful location-centric solutions. However, choosing the right platform is challenging for the enterprises, developers and which warrants a thorough evaluation and understanding of the vendor’s capabilities.

To help better understand the key location platforms’ capabilities and market trends, Counterpoint has released its latest edition of the Location Platform Vendor Scorecard report analyzing 25+ leading mapping and location platform vendors using our proprietary CORE (Competitive, Rankings & Evaluation) framework. This comprehensive and detailed evaluation is conducted based on 65+ key capabilities spanning across seven categories – maps data, location intelligence, location services, data platform, developer ecosystem, partners, and customer rolodex growth since our last update.

2021 Location & Mapping Platform CORE Scorecard Analysis:

Counterpoint Research CORE Analysis - Location Platforms Evaluation 2021HERE continues to lead the location platform for the fifth year in a row by scoring the highest in our rankings. In the last 18 months, HERE has expanded its portfolio, platform capabilities partnerships and customer base handsomely to widen the gap with rivals leading across all the categories, setting a gold standard of an ideal location data platform for the technology industry. The vendor expanded number of products and services to differentiate its platform such as HERE Anonymizer, HERE Consent Manager, EV Routing, ISA Map and so forth.

Commenting on HERE’s pole position, Counterpoint’s Research Vice President, Neil Shah, added, “With a few years in making, HERE Platform has thus evolved into an industry-first and one-stop platform with infrastructure and toolsets for companies to develop, license, and integrate first and third-party mapping, location intelligence data into their applications at scale. Further, help generate, analyze, visualize, and monetize the data using the same platform. HERE has become “Switzerland of location platform” with an open, neutral and privacy-centric offering compared to Google or other vertical players.”

Google is the second largest location and mapping platform provider globally behind HERE. Google scored well in terms of comprehensiveness, coverage, POIs, and freshness of the maps data and adding newer capabilities such as Augmented Reality in the consumer space leveraging with 3.5 billion Android users globally.

Commenting on Google’s evaluation, Senior Analyst, Prachir Singh, commented,” Google continued to focus on consumer with Android app developers and B2C enterprises mostly in retail, T&L space with logistics, O2O services players adopting Google Maps Platform. Google’s strength has been around POIs, location based services integrated with its advertising platform for businesses. Google has also ramped up number of platform tools this year for visualization and analytics to compete with Mapbox and HERE.

Google though still lags when it comes to automotive, enterprise sectors behind HERE, TomTom and regional champions in key markets. Google has been relatively slow to transform into a full-blown platform model despite in mapping usage.”

TomTom is the third largest player in our CORE rankings with growth in the mapping and location intelligence capabilities mainly targeting the automotive industry and other maps data licensing opportunities.

Commenting on TomTom’s competitiveness, Research Analyst, Mohit Sharma, noted, “TomTom launched a number of mapping and navigation products focusing on newer opportunities such as Electric Vehicle services, ADAS & HD Maps, Digital Cockpit for the new generation cars through new offerings such as Horizon and Indigo. Another area where TomTom has done well is cracking maps data licensing deals with marquee clients such as Microsoft (Bing & Azure Maps), Huawei, Apple, Carto and others expanding its reach and enriching its location data.

Within automotive and enterprise space it is becoming a two-horse race between HERE and TomTom, though TomTom still lags on a comprehensive location platform capability compared to HERE in terms of developer workspace, visualization tools, marketplace and so forth.”

CORE Rankings: Location Platforms – Key Customers & Partnership Relationships

Counterpoint Research CORE Analysis - Location Platforms Customers & Partners Relationships Jan 2022Mapbox is one of the top five location platforms globally in our rankings building on its developer traction, advanced visualization, analytics tools and partnership roster. Mapbox also has been doubling down on its focus on automotive sector with launch of Dash to target the in-cabin cockpit experiences such as Navigation (lane guidance, live traffic, speed limits etc) Maps (instant updates), Search (voice, autocomplete, POIs), Apps (Music, companion) and Vision (Augmented Reality, ADAS and Monitoring) to expand newer opportunities with high ticket automotive OEMs.

Regional players such as AMap, Baidu Maps and Navinfo continue to lead in China. A-Maps saw the most comprehensive transformation to become one of the world’s top five location platforms despite presence mainly in China. Naver, Kakao and Tmap also developed leading edge capabilities though focusing on markets in S. Korea and around with limited geographic reach and ambitions. MapMyIndia, one of the leading maps providers in the world’s second largest market, India, have also expanded its capabilities and customer rolodex in run up to its IPO to go into a further growth mode. Similarly, Zenrin has strong footing in Japan and have partnered with number of global players including HERE to expand and integrate the offerings into newer verticals and geographies.

The rise of potential data platforms startups such as Otonomo, Carto and others are off to a good attracting a good set of customers and partners turning up the heat. Though, not owning the full stack of first party data, services like the big three makes them less unique and replicable and leave being just a competitive marketplace to exchange, integrate and analyze the location data.

  • HERE led in more than 40 capabilities including Maps Data depth, freshness, indoor maps, HD Maps, navigation, routing, EV services, tracking and positioning, developer support, platform privacy, security and so forth
  • Google led in overall maps data reach, coverage, depth, POIs, AR, Infotainment and so forth.
  • Tom Tom led in navigation, offline maps coverage, navigation and other areas.

Many more insights, evaluation, and analysis on the key platform players’ product offerings, business model, key focus areas, capabilities, major development partnerships, customer wins, and other parameters are captured in our comprehensive report which will be published on our portal.

HERE Continues to Lead as Top Location & Mapping Platform in 2018, Ahead of Google and TomTom

HERE, Google and TomTom continue to lead the location ecosystem effectiveness index, as of H1 2018. The market is evolving rapidly with key firms embracing data analytics and open partnership models to enable real-time location intelligence. Players such as Mapbox, Telenav are rapidly challenging the established platform with unique offerings.

San Diego, Buenos Aires, London, New Delhi, Hong Kong, Beijing, Seoul – July 26, 2018

As per the latest report “Location Ecosystems H1 2018 Update” by Counterpoint Research, location platforms are evolving to become highly modular, as mapping firms leverage cloud infrastructure, advanced development tools and open partnership models. The industry is undergoing a huge transformation as map providers are moving to a platform-centric approach beyond just selling maps and navigation solutions for use by auto makers and for device makers. New services and experiences are being enabled by combining location-centric intelligence to the existing map data and leveraging analytics engines to process streams of real-time location intelligence. The new generation location platforms are formed by grouping modules of rich maps data, location intelligence, analytics and services.

Exhibit 1: Open Location Platform Approach A Winning Strategy

The above approach enables them to easily drive multiple applications and solutions that require location intelligence. This platform approach is being adopted by some of the key players, allowing them to not only offer next generation richer, smarter advanced mapping and navigation services but also to cater to different vertical applications. We have evaluated these top mapping platform providers on different parameters as below:

Exhibit 2: Global Location Platform Index & Rankings

Commenting on the findings, Research Director, Neil Shah says, “HERE continues to lead the market, as significant work has been done on building a digital “Reality Index” which has made their mapping database more intelligent. Open Location Platform model is also unique compared to rivals, which has catalyzed customer and partnership growth. It has expanded its reach to huge markets like China where Google and TomTom are almost non-existent. Extending HERE’s strong position in mobility segment, the company has done significant work in building HD Maps and related services to power next generation autonomous driving systems. Further, acquisitions of indoor map provider Micello makes it the top indoor maps provider globally. Further, newer initiatives such as HERE Mobility Marketplace is quite potent and disruptive.”

Mr. Shah, further adds, “Google is beginning to utilize and monetize its rich set of maps as a platform and is incorporating it in its ad-driven business model, but it falls behind HERE on key parameters, such as providing lucrative developer offerings in terms of API pricing and support, as well as embedding deeper data analytics to build newer services across different segments. Further, it also lacks key partnerships, has a weak customer rolodex beyond smartphones, and missing out on key enterprises.”

Research Director, Mr. Peter Richardson, highlights, “Google continues to lead in terms of access to billions of active map users, which enriches map database through search, POI and basic navigation. It has been focusing on its mapping capabilities to have more detailed and personalized POI and LBS based monetization, however, many potential partners are not open enough to share valuable data and give Google a cut as they get bigger. This makes player such as HERE, Mapbox, TomTom more relevant as potential partners to license maps while not exposing data to someone like Google which could easily become their competitor.

Further, Mr. Richardson adds, “The other technology giant in this space – Apple, has not made significant movement in this space in last one year until its recent intention of rebuilding entire maps from ground-up. The key announcements at this year’s Apple WWDC 2018 include the launch of MapKit as a web framework to enable emending maps into different web services. The MapKit JS brings Apple Maps to the website. This is a great move as an alternative to Google and other players dominating this space though overall quality of maps is still questionable which could limit the adoption.”

Commenting on third ranked location platform player, Senior Analyst, Hanish Bhatia, highlighted, “TomTom’s consumer hardware business (mostly PNDs, wearables, etc), has witnessed significant drop from a peak of 60% contribution to revenue in 2014 to almost 30% in 2018. However, Telematics business remains a bright spot with telematics subscriber base closer to reaching a million subs milestone now. Also, their DSS (Data, Software & Services business is picking up, with key wins from connected car services from Korea brands. Apart from that, mapping API integration into Microsoft’s Azure IoT Platform for Azure Maps has opened TomTom mapping platform indirectly to millions of Microsoft developers.

Mr. Bhatia further adds, “TomTom’s near-to-mid-term strategy is to grow its telematics business and connected car services business. At the same time, it will focus to build HD Maps for autonomous vehicle opportunities & monetize the location data using APIs & services. In terms of regional champions, Autonavi, Navinfo leads in China, Naver, Kakao in Korea, Comtech, Telenav in North America, MapmyIndia gaining traction in India and Zenrin in Japan.”

The comprehensive – Global Location Platforms Evaluation & Analysis Report from our Emerging Tech Opportunities (ETO) service is available to subscribing clients and can be downloaded here.

The report takes into account variety of metrics such as richness of database, location intelligence loopback, analytics engine, different location solutions, services, business model approach as well as customer, investor and partner traction across different verticals.

Analyst Contacts:

Neil Shah
+91 9930218469



Peter Richardson

+44 20 3239 6411



Hanish Bhatia
+91 9871849857



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