“Apple has agreed to buy Locationary in a quest to bolster its mapping services, the latest acquisition to outline a heated rivalry with Google,” Scott Martin reports for USA Today.

“Toronto-based Locationary’s technology promises to improve search and navigation results for mobile apps as well as increase advertising and commerce performance,” Martin reports. “‘Apple needs to sort of shore up their map product if they are going to compete long term with Google and other technology companies. Adding this in will help make their maps more accurate,’ says Gartner analyst Brian Blau.”

Martin reports, “‘Locationary’s speciality — enhanced local business data — will be a great addition to Apple’s Maps application, since outdated business location and status information is the bane of any map service’s operations,’ says Brian Proffitt, an instructor at the University of Notre Dame.”

Read more in the full article here.

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