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Posted by Thomas Husson on June 11, 2012
My colleague Ted Schadler, who attended Apple's worldwide developer conference 2012 this morning in San Francisco, has nicely summarized Apple's Tour De Force and What It Means For CIOs.
Here are my thoughts on what Apple's announcements mean for product strategists and brands willing to interact with consumers:
The decision of Apple to replace Google Maps with its own mapping solution comes as a no surprise. Apple had to reduce its dependency on a competitor's solution. Apple had made a number of acquisitions in this space: Placebase (2009), Poly9 (2010), and, more recently, C3 Technologies (end 2011).* Apple considered it was in a position to launch a differentiated user-experience, more tightly integrated with its own devices and OS.
Apple Maps, Facebook's integration, and Yelp's partnership highlight one of the underlying trends of today's announcements: Apple is pulling consumers away from Google in search, local, and sharing. And, as my colleague James McQuivey summed it up recently, this platform war is also expanding into the TV space, even though Apple has not made any specific announcement on this topic yet.
* UPDATED: TomTom confirmed a data map licensing deal with Apple this morning. It is difficult to say at this stage what technologies are coming from Apple's previous technologies and what may come from TomTom/TeleAtlas. It's an interesting deal in perspective to the Nokia (Navteq)/Microsoft ecosystem. There are few details about the business model yet. An ad-based revenue sharing, coupled with a minimum licensing fee? There could be some potential synergies with TomTom's focus on the automotive space, too. What's missing in the equation (for now) is an Apple search engine in comparison to Microsoft's Bing or Google search. Will Siri play this role?