[Advanced] Map Quest (1)

Google, Apple, Nokia and Microsoft are competing to give you the best maps on the globe. But does this race even have a prize?

by Farhad Manjoo / 2013, Mansueto Ventures LLC, as first published in Fast Company Magazine. Distributed by MCT Information Services.

Everyone has at least one mapping fiasco story—“and then I turned right, right into a swamp!”—and Brian McClendon, VP of Google’s mapping division, has heard them all. People can’t resist sharing them, even though the misadventure is never as wacky as the storyteller thinks it is. When I tell him my tale of directional woe, he sighs. “We should have gotten your query right,” he replies in a weary, apologetic tone.

About six weeks before I coaxed this measure of regret out of Google Maps, Internet outrage about some glaring errors in Apple’s new Maps app had prompted CEO Tim Cook to apologize to the world. After saying he was “extremely sorry,” he vowed Apple would “keep working nonstop” until Maps lives up to the high standards customers expect of the company.

Challenges in charting 
Mapping is a thankless endeavor. It’s time—and labor—intensive to traverse, capture, analyze and present every nook and cranny of the globe. It’s also expensive. New roads, buildings and entire cities are constantly popping up, challenging the best efforts of every mapping firm. And customers are demanding: While you’ll overlook mediocrity in other digital experiences—blurry Skype video chats, numerous incoherent conversations with Siri—when it comes to getting to the right place at the right time, failure isn't an option.

Given all the headaches, why has mapping moved to the center of some of the most contentious fights in tech, including Apple’s escalating feud with Google? Mobile software competitors—Amazon, Apple, Google, Microsoft, Nokia and a host of others—all share the same hunch that maps sit at the core of our digital future.

fiasco n.
/fiˈæskoʊ/
an event that is completely unsuccessful, in a way that is very embarrassing or disappointing [= disaster]

misadventure n.
an unlucky event or occurrence : a bad experience or accident that is usually minor
  
wacky adj.
/ˈwæki/
silly in an exciting or amusing way [= crazy]

woe  n.
/ˈwoʊ/
the problems and troubles affecting someone

apologetic adj.
/əˌpɑ:ləˈʤɛtɪk/
feeling or showing regret : expressing an apology  

coax v.
/ˈkoʊks/ 
to influence or persuade (a person or animal) to do something by talking in a gentle and friendly way 

outrage n.
/ˈaʊtˌreɪʤ/  extreme anger : a strong feeling of unhappiness because of something bad, hurtful, or morally wrong  

glaring adj.
/ˈglerɪŋ/
very obvious or noticeable

endeavor n.
/ɪnˈdɛvɚ/
an attempt to do something new or difficult

traverse v.
/trəˈvɚs/
to move across, over, or through something, especially an area of land or water

nook n.
a small quiet place which is sheltered by a rock, a big tree etc;
a small space in a corner of a room

cranny n.
/ˈkræni/
a small narrow hole in a wall or rock

mediocrity n.
/ˌmi:diˈɑ:krəti/
the quality of something that is not very good : the quality or state of being mediocre;
a person who does not have the special ability to do something well

incoherent adj.
/ˌɪnkoʊˈhirənt/
not coherent: such as a : not able to talk or express yourself in a clear way that can be easily understood  

escalate v.
/ˈɛskəˌleɪt/  
to become worse or to make (something) worse or more severe;
to become greater or higher or to make (something) greater or higher

feud n.
/ˈfju:d/
a long and angry fight or quarrel between two people or two groups

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