skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration

Ovum view


After months of speculation around the possible sale of HERE, Nokia has announced its intention to sell the mapping service to a consortium of German automotive companies – Audi, BMW Group, and Daimler – for an estimated €2.8bn.

HERE strengthens its automotive roots

In the months since Nokia announced that it was looking for buyers for HERE there has been much speculation around who might be looking to purchase the mapping unit. HERE was ranked second in Ovum’s Location Platform Index: Mapping & Navigation 2H 2014, behind Google, which emphasizes its strength as a digital mapping provider. The players that, it was suggested, might benefit from acquiring HERE included Facebook to Uber, both of which have made strides in the location-based service industry. However, HERE’s strong automotive roots and growing digital footprint make it an ideal fit for auto manufactures, which are under pressure to improve their digital offerings to compete with companies such as Google and Apple that are encroaching on the automotive space.

Auto manufacturers need to work closely with digital mapping service providers to create unique and valuable in-car experiences for their customers and leverage location to introduce efficiencies in car maintenance and safety. This would allow the auto makers to reduce their reliance on players such as Google and enable them to offer their consumers customized and unique in-car experiences.

HERE is expected to remain independent after the acquisition and to continue catering to a wide range of verticals beyond auto, including enterprise and consumer (its newest initiative). However, given the identity of HERE’s new owners there will no doubt be a strong push to ensure the growth of the automotive area of the business. If HERE is to maintain its leading position in the market it must continue working across the consumer, enterprise, and automotive verticals. The location-based services industry has reached an inflection point; it is rapidly moving away from basic navigation services toward sophisticated smart living services such as the connected car and the smart home. This process is outlined in Ovum’s report Location-Based Services: Moving Beyond Mapping To Encompass the Digital World. HERE is well placed to play a key role in the growth of the location industry if it can continue its current growth strategy.


Further reading

Location-Based Services: Moving Beyond Mapping To Encompass the Digital World, TE0003-000862 (August 2015)

Location Platform Index: Mapping & Navigation 2H 2014, TE0003-000852 (April 2015)

Location Services: HERE is looking to be the go-to provider for advanced mapping, TE0003-000813 (December 2014)

Loyalty and Location-Based Payment Services, IT0003-000614 (July 2014)

Location-Based M-commerce: Trends, Opportunities, and Challenges, TE0003-000766 (July 2014)

Location Platform Index: 1H 2014, TE0004-000986 (July 2014)

Global, operator location-based-service prices, 4Q12, TE0001-000788 (January 2013)

“Tizen partners with Nokia's Here platform for location,” TE005-000489 (November 2013)


Neha Dharia, Senior Analyst, Consumer Services

Recommended Articles

  • Internet of Things

    IoT Viewpoints 2018

    IoT Viewpoints explore the IoT opportunity in 2018 and beyond. Download our latest e-book to get our newest collection of thought leadership articles on the emerging IoT trends, technologies and opportunities.

    Topics IoT

  • Consumer & Entertainment Services

    US pay TV: Is it facing an existential threat?

    By Adam Thomas 28 Mar 2018

    With US pay TV having endured the worst year in its history, thoughts have inevitably turned to the future. The likelihood remains that the immediate future will remain highly uncomfortable for everyone except the scaled multinational digital platforms.

  • Enterprise Services

    5G: Another technology in search of enterprise use cases

    By Evan Kirchheimer 26 Apr 2018

    Service provider interest in justifying 5G investment through its potential to open new revenue streams from the enterprise segment is growing ever greater.


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700

Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

Email us at

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 788 597 5160 or email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now