NOKIA HERE MAPS announced plans to acquire Medio Systems on Thursday, a US firm that specialises in predictive analytics.
Here, Nokia's mapping and location services division, has yet to disclose the terms of the deal, but said that the buyout is likely to close by the end of July.
The firm is hoping that Medio Systems' expertise in real-time predictive analytics will allow it to bolster its mapping service with personalised maps and location services, as the firm looks to rival Google Maps. It also sees Nokia eyeing up Apple, which earlier this week picked up Spotstter - a geolocation recommendations service.
Here CEO Michael Halbherr said, "We are entering the age of what I call cognitive mapping, in which maps will understand their environment and anticipate people's intent in order to deliver interactive and smart location experiences.
"We plan to extend Medio's talent and technology that analyses millions of connected devices and billions of interactions on the go to strengthen our ability to deliver highly personalised maps and location services for whatever people face throughout their day."
For example, with Medio onboard, Nokia could deliver personalised restaurant recommendations to Here users, or routes based on their driving style.
News of the buyout has gone down well at IDC, which thinks Nokia is placing itself ahead of the game.
IDC EVP of worldwide research Crawford Del Prete said, "We believe the [third] platform of computing, built on cloud, big data and analytics, mobile, and social is starting to move into its next phase.
"This next era of computing will be highly dependent on the personalization of services and products. The combination of Here's at scale mapping platform and Medio's predictive analytics is very powerful, and an important part of how technology will transform everyday experiences in the future." µ