Location-platform benchmarking report (April) 2021
Executive Summary
In the 2021 Strategy Analytics’ location-platform benchmarking report HERE is a leader and co-leader across many of our seven categories, followed closely by Google and TomTom, and Mapbox in final position. Competition in the location sector remains intense as both use-cases and the nature of demand evolves.
• Strategy Analytics annual benchmarking ranks location platforms, Google, HERE, Mapbox and TomTom across the following seven categories: Map-making and freshness, automotive, POI search, developer community, openness and flexibility, map and data vision, and industry vision/ growth.
• HERE remains a leader in automotive and industry growth vision. It is also a co-leader in openness and scores strongly in other categories, like map-making. HERE’s platform approach is beginning to pay dividends and is driving non-automotive growth across target sectors, e.g. transport and logistics, telecoms, media, and technology, among others. Partnerships, its open, multi-platform approach, and tech innovation remain key pillars of its growth strategy.
• Google maintains leadership in map-making and freshness, place search and developer community. The granularity and scale of Google’s place search is unrivalled. Its weakness remains a lack of openness and flexibility. Its progress in automotive continues – adding Ford as a customer while Waymo continues to build its autonomous capability. Google has significant resources, tech leadership, and a strong consumer and developer brand in location services as key strengths.
• TomTom is a co-leader in openness and flexibility. TomTom scores strongly in map-making and automotive, and has improved its score in multiple areas, including POI search, developers and visualization. TomTom is a leader in traffic content. TomTom’s focus remains on automotive and enterprise and since the last report has announced a raft of orders in these domains, including Ford, Stellantis, Huawei, Verizon, Precisely, and Uber among others.