It’s Time to Double Down on Digital Mapping
A short vacation last month showed me first-hand the limitations found with today’s digital mapping solutions. While things have come a long way over the past decade, we are now likely undershooting in terms of mapping potential and promises. Big Tech companies should dedicate more time and attention to intertwining digital mapping with their ecosystems. On the downside, we are likely on track to experience more siloed mapping solutions.
While away from home, our digital mapping needs shoot higher. In addition to directions and transit information, we are dependent on maps for getting a lay of the land for restaurants, shops, and businesses. Last month, a short leisure trip away from home led to one mini crisis after another when it came to figuring out where to grab a bite to eat. Hours of operation listed on both Google Maps and Apple Maps were incorrect while up-to-date menus were hard to find. For seasonal towns dependent on summer tourism, it’s not unusual for hours of operation to change day to day. Once those items were figured out – by calling the businesses directly - we then met resistance in terms of figuring out the vibe found with the food establishment. Dated reviews and photos found in current mapping solutions weren’t helpful. All of this assumed that we were able to narrow our food search down to a few locations in the first place. In a nutshell, the whole experience convinced me that Big Tech needs to increase its bets on mapping. We need more from current mapping solutions.
For the U.S. market, the digital mapping landscape reflects strengths and weaknesses found with the two big players.
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