Why Facebook Acquired Mapillary: Strategies and Innovations in Location-Specific Technology

The acquisition of Mapillary by Facebook in 2019 was a strategic move that has since proven invaluable. While the deal may seem somewhat obscure at first glance, it aligns with Facebook's ambitious goals in the realm of augmented reality (AR) and virtual reality (VR). Mapillary, with its advanced street-level imagery and mapping, provides a crucial data backbone for Facebook's expanding suite of tools and platforms.

Strategic Fit with AR/VR

One of the primary reasons for Facebook's acquisition of Mapillary is to enhance its AR/VR ecosystem. The Bay Area-based startup, known for its high-resolution street imagery and mapping solutions, has the potential to become a key pillar in Facebook's future technological offerings. The acquisition aligns with Facebook's broader vision of creating an immersive and interconnected digital reality, starting with detailed spatial data and ending in fully realized AR and VR experiences. With Mapillary's extensive database of street-level photos and the ability to track and analyze this information, it provides Facebook with the data necessary to develop and refine its spatial understanding.

The Tagtile Technology

In addition to the strategic acquisition of Mapillary, Facebook's interest in Tagtile further demonstrates its focus on location-based technology. Tagtile is a unique device that can detect and track physical locations, emitting a sound that is audible only to a specific microphone. This device opens up a new realm of possibilities, particularly in the retail and rewards space. For example, Starbucks could use Tagtile to play a distinctive sound, allowing customers to check into the store through their smartphones and receive rewards for their proximity.

How does it work? The Tagtile device emits an inaudible sound that is picked up by a specially equipped smartphone running the Tagtile app. This technology enables retailers to implement a precise location-based system, providing seamless rewards and incentives to customers. In the future, the idea is to expand this technology so that stores can automatically check in customers. This would require increasing the volume of the sound emitted, making it detectable by a wider range of smartphones.

A Smart Move in the Bay Area

Facebook has always been known for its innovation, and the acquisition of Tagtile reflects this. The company is continuously looking for ways to enhance its location-aware functionality and differentiate itself from existing review sites and location-based services such as FourSquare. Tagtile stands out because it offers a more precise method of identifying physical locations, which is essential for a complete location-based service.

Enhancing Like Functions Without Addresses

Another strategic benefit of acquiring Tagtile is its application in enhancing Facebook's like functions for places without traditional addresses. Physical objects at specific locations can now be recognized and 'liked,' expanding the platform's usability and appeal in both urban and rural settings. This innovation broadens the scope of Facebook's reach and accessibility, making it easier for users to interact with and engage in their physical surroundings.

Conclusion

The acquisition of both Mapillary and Tagtile by Facebook represents a significant step in the company's ongoing efforts to create a more immersive and connected digital and physical world. As these technologies continue to evolve, it is likely that we will see even more innovative applications and integrations, further solidifying Facebook's position in the rapidly growing field of location-based technology.