Amazon Buys Mapping Startup UpNext – Report

Amazon has reportedly acquired mapping startup UpNext in a deal that signifies a growing area of importance for mobile device manufacturers.

The founders of UpNext, whose mobile applications covering the United States are currently available on iOS and Android, will move from New York to Seattle to lead Amazon’s mapping efforts.

UpNext’s technology could be used in a future version of Amazon’s successful Kindle Fire tablet or its oft-rumoured smartphone.

Mapping the Amazon

A price for the takeover has not been specified, but it is believed that UpNext’s backers, Lowercase Capital, will receive a five-fold return on its investment made 16 months ago.

Maps are becoming increasingly important for the likes of Amazon, Google and Apple, which is to ditch Google Maps from iOS 6 and its future iPhones and iPads in favour of its own in-house developed map application. This is a blow to Google, which receives half of its map traffic from Apple devices.

Apple’s app will feature ‘vector-based map elements’, photorealistic interactive 3D view, real-time traffic information and local searches.

Google has responded by slashing the prices and simplifying the limits of its Google Maps API for enterprises and by launching Google Maps Coordinate, which lets businesses keep track of its employees.

The Kindle Fire has been a revelation since its launch late last year, shifting millions of units despite mixed reviews from tech experts and critics. Its success has led to speculation from analysts that Amazon is working on a smartphone, bringing it into more direct competition with Apple and Android manufacturers.

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