Google acquiring Waze almost seems redundant. Google is already a recognized leader in mapping services, so why does it need to buy a mapping company? The answer is that maps aren’t just maps anymore, and Waze will help Google move from mapping to social mapping.

It might look at first glance like the Waze purchase is a predatory move. Google has deep pockets and it can afford to spend money to buy Waze simply to prevent rivals from doing so. It may not actually use or incorporate Waze, because the goal of buying Waze is purely a strategic move to keep competitors in the rearview mirror.

That’s not the case, though. Maps aren’t just maps any more. Maps are a search engine in and of themselves—a trove of information that helps people get from Point A to Point B as efficiently as possible, and that helps them make smart choices about where to go and what to do once they arrive.

I’m dating myself, but once upon a time we relied on printed maps from AAA called TripTiks to navigate road trips. Then Mapquest came along, and we could just research our own routes and print our own maps. The advent of smartphones, and the rapid advances in mapping, and location-tracking services, however, combined with relevant, real-world information from social networks, has brought the concept of mapping to a whole new level.

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