Microsoft Acquires UK Online Mapping Company Multimap

Microsoft has acquired Multimap, a United Kingdom-based online mapping service in a move to give "Microsoft a powerful new location and mapping technology to complement existing offerings," including Virtual Earth with an eye toward integrating the map service into future products. "The addition of Multimap enhances Microsoft's position as a leading provider of mapping and location platform services,"  Sharon Baylay, general manager of the Online Services Group at Microsoft, said in a statement. "This acquisition will play a significant role in the future growth of our search business and presents a huge opportunity to expand our platform business beyond the U.K. and globally. We are thrilled to welcome Multimap onboard."

Multimap will exist as a wholly owned subsidiary working with the Virtual Earth and Search teams in the Online Services Group.

Microsoft's Daniel Schiappa recently remarked that the company would have a virtual world offering within one year or not at all. While it sounds like Microsoft will work across multiple platforms for its world, Microsoft Virtual Earth is a solid place to start. As  Microsoft has been adding options for user-generated content, it seems even more likely.

But with more platforms like Google Earth and Everyscape looking to build in the space between virtual worlds and real-world maps, it's getting to be competitive. With MultiMap's existing marketshare, mapping experience, and integrated advertising, Microsoft might be getting a leg up.