Fifty to fifty-five percent of the automotive sector is catered to by a relatively unknown entity beyond the industry circles yet plays a crucial role in shaping commuters’ everyday experiences. Here Technologies has been revolutionizing map creation for four decades now. During this period, mapping tech has evolved from being just about navigation to becoming an essential component in sophisticated driver aid systems like ADAS.
"We pioneered digital mapping technology, refining this process continually for four decades. This evolution has been significant. Initially, our focus was merely converting traditional paper maps into digital formats; today, we utilize vast amounts of sensor data from more than tens of millions of interconnected vehicles, transforming these inputs into detailed digital maps." — Remco Timmer, Senior Vice President of Product Management at HERE Technologies.
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Although mapping for in-car navigation systems remains a significant portion of the company’s business, the market has broadened over recent years due to increased demands from emerging technologies. “On a global scale, we lead significantly in providing maps for vehicle navigation purposes—not just for passenger cars but also for commercial vehicles and fleets managed by various operators,” explained Timmer. He further noted, “Major corporations involved in transportation and logistics utilize our maps to strategize their operational plans and monitor both vehicles and cargo en route.”
Artificial Intelligence (AI) is aiding Here Technologies in maintaining their position as pioneers in mapping innovations. As he stated, "Should your business be digital, constant transformation is essential; failing which, obsolescence swiftly follows. Thus, continuous self-reinvention remains our mantra."
The automotive sector is now venturing into the age of software-defined cars, opening up fresh possibilities for businesses involved. Previously, car manufacturers used to acquire technologies and simply apply their distinct visuals and brand-specific designs. However, this has evolved; today’s incorporation runs much deeper.
Timmer stated: "Software plays an essential role in bringing the brand and its associated experiences to life, serving as the backbone for user convenience. Because of this, original equipment manufacturers are altering their buying strategies; they now seek highly dependable, pre-assembled software bundles that remain flexible enough to allow customization and configuration. This flexibility enables them to stand out from competitors."
Integrating this technology into a software layer enables remote updates over the air, similar to how various software and hardware parts within a vehicle can be enhanced. This marks a considerable shift from the previous methods of updating mapping data.
Timmer mentioned that we've seen three generations of contemporary mapping technology. During what he called the Download Era, digital maps were stored on tangible media such as CDs and hard drives. By the time these maps reached vehicles, several years might have passed since they were created. Owners needed to be informed about updates and then bring their cars to dealerships for installation.
A little over ten years back, Here Technologies began providing maps that could be accessed via streaming services online. Many cars currently on the roads feature this type of technology. These maps usually undergo updates each week. As Timmer explained, "Our map contains more than 800 features; therefore, not all elements update simultaneously. However, almost every week brings a new version available through those platform endpoints."
Shortly ahead lies the Live Map Era. During this period, the application programming interface (API) will react instantly to feedback received from vehicles suggesting that their maps might not be accurate. Timmer refers to these signals as "noise."
He stated: "There’s a significant amount of noise that comes through. Our task is to sift through that noise to uncover the signal which indicates, ‘Yes, the map could be inaccurate.’ Following that, we launch a campaign to gather the necessary data for updating the map appropriately. Essentially, we’re accelerating this feedback process and speeding up how quickly the map gets updated in today’s time."
Modern cars come equipped with sensor arrays designed to improve user navigation. These sensors identify new traffic signs, update road laws, and recognize street changes. The collected information is kept anonymous and must undergo verification. Here Technologies maintains a crew that cross-references various data points—such as aerial photos, satellite imagery, and sensory input—before updating maps. Additionally, they collaborate with municipal authorities to accurately capture regional guidelines and signage protocols.
The newer data surrounding the older data remains highly pertinent, and the traditional methods of developing my application continue to be significant," Timmer stated. However, artificial intelligence has been guiding us towards the future for two decades now.
"As far as we're concerned, this approach was perfectly natural. Over the past two decades, we've utilized AI at every step to create our maps. It’s essential for maintaining an updated global map because having humans manually code everything worldwide would simply be too time-consuming,” he explained.
What native navigation systems, like what Here Technologies sells to automakers, lack is real time incident and obstacle reporting, something that apps like Waze inherently have. It's something Timmer admits is frustrating.
The advent of advanced mapping technologies aims to deliver an equivalent or superior native navigation experience within cars by effectively utilizing various sensors available in the vehicle throughout the journey. This enhanced capability would provide greater power and awareness of the car’s condition, according to Timmer. However, these innovations often require considerable time before they become standard features in modern vehicles; generally speaking, it could take anywhere from four to seven years for such technological advancements to reach the automotive market due to lengthy development cycles typical among Original Equipment Manufacturers.
Currently, the pace of innovation for new vehicles is accelerating due to increased competition from Chinese manufacturers and the integration of artificial intelligence within design studios, tech laboratories, and collision test centers. Additionally, advanced driver-assistance systems (ADAS) are advancing swiftly. The rapid updates in navigational information support these technological developments, fostering greater trust in an increasingly autonomous driving experience.
Here has entered into a 10-year infrastructure pact with
Amazon
Cloud Services (such as AWS) are utilised to back its AI-driven live streaming maps and location services. Leveraging this robust foundation, the firm has introduced two new offerings into their product line-up. In one instance, SceneXtract integrates artificial intelligence algorithms, natural language processing capabilities, along with detailed HD three-dimensional mapping information to construct virtual representations of actual road conditions for testing advanced driver-assistance systems and autonomous driving innovations. Meanwhile, AI Assistant aims at revolutionising individual journey planning through an exclusive use of generative artificial intelligence which provides directional assistance; capable of interpreting intricate questions articulated naturally in prose form.
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