Google Maps Quotes

Look at those legs,” Noah says. “Look at that bone structure. Look at those eyes, you could get fucking lost in them.” “You need Google Maps to find your way out of my eyes,” Gideon says, executing an elaborate turn before catwalking back.

I was told The average girl begins to plan her wedding at the age of 7 She picks the colors and the cake first By the age of 10 She knows time, And location By 17 She’s already chosen a gown 2 bridesmaids And a maid of honor By 23 She’s waiting for a man Who wont break out in hives when he hears the word “commitment” Someone who doesn’t smell like a Band-Aid drenched in lonely Someone who isn’t a temporary solution to the empty side of the bed Someone Who’ll hold her hand like it’s the only one they’ve ever seen To be honest I don’t know what kind of tux I’ll be wearing I have no clue what want my wedding will look like But I imagine The women who pins my last to hers Will butterfly down the aisle Like a 5 foot promise I imagine Her smile Will be so large that you’ll see it on google maps And know exactly where our wedding is being held The woman that I plan to marry Will have champagne in her walk And I will get drunk on her footsteps When the pastor asks If I take this woman to be my wife I will say yes before he finishes the sentence I’ll apologize later for being impolite But I will also explain him That our first kiss happened 6 years ago And I’ve been practicing my “Yes” For past 2, 165 days When people ask me about my wedding I never really know what to say But when they ask me about my future wife I always tell them Her eyes are the only Christmas lights that deserve to be seen all year long I say She thinks too much Misses her father Loves to laugh And she’s terrible at lying Because her face never figured out how to do it correctl I tell them If my alarm clock sounded like her voice My snooze button would collect dust I tell them If she came in a bottle I would drink her until my vision is blurry and my friends take away my keys If she was a book I would memorize her table of contents I would read her cover-to-cover Hoping to find typos Just so we can both have a few things to work on Because aren’t we all unfinished? Don’t we all need a little editing? Aren’t we all waiting to be proofread by someone? Aren’t we all praying they will tell us that we make sense She don’t always make sense But her imperfections are the things I love about her the most I don’t know when I will be married I don’t know where I will be married But I do know this Whenever I’m asked about my future wife I always say …She’s a lot like you

So, if I looked him up on google maps-

Dear Mr. Right People say you don't exist. Yes, I agree no one is perfect but people can be right with all the imperfections and flaws. Can't they? So, You must know that I do believe in you. I do believe somewhere out there you do exist. Yesterday my friend told me that you aren't riding a White horse but the tortoise that is why you are taking eons to reach me. But that's okay with me, I don't have any preference for your choice of a commute as long as you are using Google Maps with me as your destination. You must have detoured a lot. Hope you had fun but now it's time we start our own adventure. So, reach soon. Yours Forever

I like parents, old-school, old-world parents. So real. Just think of all they've seen in their lives. They were born in another world and now they can watch it on Google maps. So much change for a single soul to see.

Data gathered on the Shuttle and ISS help power Google Maps;

If I had a wish it would be this: that Google maps could take me, not to just anywhere on the planet, but to anywhere in time.

Silver noticed that the areas where Trump performed best made for an odd map. Trump performed well in parts of the Northeast and industrial Midwest, as well as the South. He performed notably worse out West. Silver looked for variables to try to explain this map. Was it unemployment? Was it religion? Was it gun ownership? Was it rates of immigration? Was it opposition to Obama? Silver found that the single factor that best correlated with Donald Trump’s support in the Republican primaries was that measure I had discovered four years earlier. Areas that supported Trump in the largest numbers were those that made the most Google searches for “nigger.

Neither Rafi nor I saw what was happening. No one did. That computers would take over our lives: Sure. But the way that they would turn us into different beings? The full flavor of our translated hearts and minds? Not even my most enlightened fellow programmers at CRIK foresaw that with any resolution. Sure, they predicted personal, portable Encyclopedia Britannicas and group real-time teleconferencing and personal assistants that could teach you how to write better. But Facebook and WhatsApp and TikTok and Bitcoin and QAnon and Alexa and Google Maps and smart tracking ads based on keywords stolen from your emails and checking your likes while at a urinal and shopping while naked and insanely stupid but addictive farming games that wrecked people’s careers and all the other neural parasites that now make it impossible for me to remember what thinking and feeling and being were really like, back then? Not even close.

Imagine a person who keeps looking at places in "Google Maps" app whole day but doesn't actually go to any place. People who live in past or future are like that. They misuse the apps of mind that help us connect with past and future.

Then tell me,” I said, “O, Wise Arrow, most dear to all manner of trees, how do we get to the Cave of Trophonius? And how do Meg and I survive?” The arrow’s fletching rippled. THOU SHALT TAKE A CAR. “That’s it?” LEAVEST THOU WELL BEFORE DAWN. ’TIS A COUNTER-COMMUTE, AYE, BUT THERE SHALL BE CONSTRUCTION ON HIGHWAY THIRTY-SEVEN. EXPECTEST THOU TO TRAVEL ONE HOUR AND FORTY-TWO MINUTES. I narrowed my eyes. “Are you somehow… checking Google Maps?” A long pause. OF COURSE NOT. FIE UPON YOU. AS FOR HOW THOU SHALT SURVIVE, ASK ME THIS ANON, WHEN THOU REACHEST THY DESTINATION. “Meaning you need time to research the Cave of Trophonius on Wikipedia?” I SHALL SAY NO MORE TO YOU, BASE VILLAIN! THOU ART NOT WORTHY OF MY SAGE ADVICE! “I’m not worthy?” I picked up the arrow and shook it. “You’re no help at all, you useless piece of—!” “Apollo?” Calypso stood in the doorway.

There is no Google maps app for your life. There is no clearly marked destination — a blue dot — with an illuminated purple line showing you the correct path, where you should go and how you should get there and when you have deviated from it. And that really sucks.

Arthur Jay Klinghoffer, a professor of political science at Rutgers University, has argued that geography seems less relevant than ever in a world where nonstate actors -- malleable entities like ethnicities, for example -- are as powerful and important as the ones with governments and borders. Where on a map can you point to al-Qaeda? Or Google, or Wal-Mart? Everywhere and nowhere.

I take out my iPhone and open the app for Google maps. In the destination bar, I type in your name.

So where’s your house at?” I ask, swinging our hands between us. “I want to properly Google Maps creeper-stalk you before agreeing to meet your family.” He laughs again.

Life does not come with Google Maps. It is inevitable that you will make wrong turns.

The other interns have left, and your eyes are beginning to spill over. The hell with it, you think. No one’s here. It’s better that you cry before you drive. Miami’s confusing to navigate at night, and they haven’t invented Google Maps yet.

At present we trust Netflix to recommend movies, and Google Maps to choose whether we turn right or left. But once we begin to count on AI to decide what to study, where to work, and whom to marry, human life will cease to be a drama of decision-making.

EagleView Technologies had a satellite mapping service that was similar to Google Maps, but it had more coverage with higher resolution in places where Google Maps did not bother to provide data, which made it a great resource for military and intelligence purposes.

Google Maps is devised as a crutch to help us navigate the world in an easier way, but by extension the same technology prevents us from understanding the world in a holistic way, or thinking critically about the route that we should take, or even from the route that might be most enjoyable.

Google is a shape-shifter, but each shape harbors the same aim: to hunt and capture raw material. Baby, won’t you ride my car? Talk to my phone? Wear my shirt? Use my map? In all these cases the varied torrent of creative shapes is the sideshow to the main event: the continuous expansion of the extraction architecture to acquire raw material at scale to feed an expensive production process that makes prediction products that attract and retain more customers.

I would pick him over anyone. He gave me everything you never could and never will because you are a pathetic excuse for a man. He gave me understanding and he gave me confidence and you know what else he gave me? ORGASMS!” I shout. “Oh, Jesus,” Ariel mutters from next to me. “You couldn’t find my clit with a flashlight and Google Maps!

UGH, SCROLLS ARE SERIOUSLY THE worst,” Sophie grumbled, wrestling with a particularly stubborn piece of paper that kept rolling back up the second she tried to smooth it out on the kitchen table. “Why do we still use them? Even humans moved on a few centuries ago. Now they have this handy thing called Google Maps—you should really check it out.

There's a small moment in this chapter when Bella wants to practice fighting techniques with Emmett, but Edward won't let her. Emmett is here? Hi Emmett! Hey Emmett, according to Google Maps, you live 2,931 miles away from me. If I don't make any stops for food or fuel, and sit on a pile of absorbent kitty litter, I can make the trip in 48 hours. So I can be there by Sunday or Monday. Oh…hey, did you know Monday is Valentine's Day? That's super weird, right? Didn't plan that at all. I swear. OK, see you then! Anyway, Bella wants to practice with Emmett but Edward says no. Huh? Not only does Edward refuse to teach his wife basic self-defense, but she can't even learn some tips from The Pain Maker? Why? I dare you to explain this. I double wolf dare you.

Here’s how a filter bubble works: Since 2009, Google has been anticipating the search results that you’d personally find most interesting and has been promoting those results each time you search, exposing you to a narrower and narrower vision of the universe. In 2013, Google announced that Google Maps would do the same, making it easier to find things Google thinks you’d like and harder to find things you haven’t encountered before. Facebook follows suit, presenting a curated view of your “friends’” activities in your feed. Eventually, the information you’re dealing with absolutely feels more personalized; it confirms your beliefs, your biases, your experiences. And it does this to the detriment of your personal evolution. Personalization—the glorification of your own taste, your own opinion—can be deadly to real learning. Only

With apologies to the folks in Redmond, I’ll end on another Microsoft joke because it makes the point well (a point that applies everywhere, not just at Microsoft): A helicopter was flying around above Seattle when a malfunction disabled all of its electronic navigation and communications equipment. The clouds were so thick that the pilot couldn’t tell where he was. Finally, the pilot saw a tall building, flew toward it, circled, and held up a handwritten sign that said WHERE AM I? in large letters. People in the tall building quickly responded to the aircraft, drawing their own large sign: YOU ARE IN A HELICOPTER. The pilot smiled, looked at his map, determined the route to Sea-Tac Airport, and landed safely. After they were on the ground, the copilot asked the pilot how he had done it. “I knew it had to be the Microsoft building,” he said, “because they gave me a technically correct but completely useless answer.

model’s blind spots reflect the judgments and priorities of its creators. While the choices in Google Maps and avionics software appear cut and dried, others are far more problematic. The value-added model in Washington, D.C., schools, to return to that example, evaluates teachers largely on the basis of students’ test scores, while ignoring how much the teachers engage the students, work on specific skills, deal with classroom management, or help students with personal and family problems. It’s overly simple, sacrificing accuracy and insight for efficiency.

Reality exists at different levels and each of them gives you different but valuable perspectives. It’s important to keep all of them in mind as you synthesize and make decisions, and to know how to navigate between them. Let’s say you’re looking at your hometown on Google Maps. Zoom in close enough to see the buildings and you won’t be able to see the region surrounding your town, which can tell you important things. Maybe your town sits next to a body of water. Zoom in too close and you won’t be able to tell if the shoreline is along a river, a lake, or an ocean. You need to know which level is appropriate to your decision.

I became interested in librarians while researching my first book, about obituaries. With the exception of a few showy eccentrics, like the former soldier in Hitler's army who had a sex change and took up professional whistling, the most engaging obit subjects were librarians. An obituary of a librarian could be about anything under the sun, a woman with a phenomenal memory, who recalled the books her aging patrons read as children—and was also, incidentally, the best sailor on her stretch of the Maine coast—or a man obsessed with maps, who helped automate the Library of Congress's map catalog and paved the way for wonders like Google Maps.

In another page-jumper, Silver found that the regional map of Trump support did not overlap particularly well with the maps of unemployment, religion, gun ownership, or the proportion of immigrants. But it did align with the map of Google searches for the word nigger, which Seth Stephens-Davidowitz has shown is a reliable indicator of racism (

An obituary of a librarian could be about anything under the sun, a woman with a phenomenal memory, who recalled the books her again patrons read as children - and was also, incidentally, the best sailor on her stretch of the Maine coast - or a man obsessed with maps, who helped automate the Library of Congress’s map catalog and paved the way for wonders like Google Maps… Whether the subject was a community librarian or a prophet, almost every librarian obituary contained some version of this sentence: “Under [their] watch, the library changed from a collection of books into an automated research center.” I began to get the idea that libraries were where it was happening - wide open territory for innovators, activists, and pioneers.

Probably the most important thing I gained from studying the history of so many countries is the ability to see the big patterns of causes and effects. Shifting my perspective to the very long term felt like zooming out in Google Maps because it allowed me to see contours that I couldn’t see before and how the same stories play out over and over again for basically the same reasons. I also came to understand how having so much history to study has affected the Chinese way of thinking, which is very different from the American way of thinking, which is much more focused on what is happening now. Most Americans believe their own history is just 300 or 400 years old (since they believe the country began with European settlement), and they aren’t terribly interested in learning from it.

So much of the most important personal news I'd received in the last several years had come to me by smartphone while I was abroad in the city that I could plot on a map, could represent spatially the events, such as they were, of my early thirties. Place a thumbtack on the wall or drop a flag on Google Maps at Lincoln Center, where, beside the fountain, I took a call from Jon informing me that, for whatever complex of reasons, a friend had shot himself; mark the Noguchi Museum in Long Island City, where I read the message ("Apologies for the mass e-mail...") a close cousin sent out describing the dire condition of her newborn; waiting in line at the post office on Atlantic, the adhan issuing from the adjacent mosque, I received your wedding announcement and was shocked to be shocked, crushed, and started a frightening multi week descent, worse for being so embarrassingly cliched; while in the bathroom at the SoHo Crate and Barrel--the finest semipublic restroom in lower Manhattan--I learned I'd been awarded a grant that would take me overseas for a summer, and so came to associate the corner of Broadway and Houston with all that transpired in Morocco; at Zucotti Park I heard my then-girlfriend was not--as she'd been convinced--pregnant; while buying discounted dress socks at the Century 21 department store across from Ground Zero, I was informed by text that a friend in Oakland had been hospitalized after the police had broken his ribs. And so on: each of these experiences of reception remained, as it were, in situ, so that whenever I returned to a zone where significant news had been received, I discovered that the news and an echo of its attendant affect still awaited me like a curtain of beads.

After a lawsuit by thirty-eight American state attorneys general in 2013, Google admitted that its bizarre-looking Street View cars, those outfitted with high-tech 360-degree roof cameras, were not just taking photographs for its Street View mapping product as they drove down the streets of our neighborhoods but also pilfering data from computers inside our homes and offices, including passwords, e-mails, photographs, chat messages, and other personal information from unsuspecting computer users.

Economist Seth Stephens-Davidowitz produced a U.S. map of the frequency of Google searches including the words “nigger” or “niggers.” Regions high in “nigger” searches (mostly aimed at finding racial jokes) yielded significantly fewer votes for Barack Obama in the 2008 U.S. presidential election than votes for John Kerry in 2004. This racial animus appears to have given Obama’s opponent a 3 to 5 percent advantage, the equivalent of a home-state advantage nationwide, which is enough to swing most presidential elections. Given

No hace mucho, un párroco quiso graficar en la misa dominical la idea que tenía de Dios. Explicó que siempre se ha dicho que Dios está en todas partes y que acompaña a todo el mundo en todo momento. Lo difícil, sugirió, es hacer tangible esa presencia, ofrecer ejemplos prácticos que no dejen lugar a dudas. Hizo silencio y enseguida agregó que Dios es como los mapas en línea (dijo textualmente "Google Maps"). Puede observar desde arriba y desde los costados, es capaz de abarcar con la mirada un continente o enfocarse en una casa, hasta hacer zoom sobre el patio de una casa. Y así, como todos los resentes en ese momento podían imaginar, nada escapaba a su vigilancia. Ahora bien, agregó, Dios funcionaba como los mapas digitales, pero mejor, porque no estaba reducido a la representación visual y sus distintas modalidades (mapa, relieve, tránsito, etc.): estaba en condiciones de abarcar literalmente todo, desde las voces y sonidos en el aire hasta los sentimientos más inconfesables, de un modo tal que podía prescindir de la visualización sin mayor problema, cosa imposible para Google Maps.

Okay, then. Let’s win you a wish.” He takes out his phone and pulls up Google Maps. “I looked up Gen’s address before I came over here. I think you’re right--we should take our time, assess the situation. Not go in half-cocked.” “Mm-hm.” I’m in a sort of dream state; it’s hard to concentrate. John Ambrose McClaren wants to make it unequivocally clear. I snap out of it when Kitty jostles her way back into the living room, balancing a glass of orange soda, the tub of red pepper hummus, and a bag of pita chips. She makes her way over to the couch and plonks down right between us. Holding out the bag, she asks, “Do you guys want some?” “Sure,” John says, taking a chip. “Hey, I hear you’re pretty good at schemes. Is that true?” Warily she says, “What makes you say that?” “You’re the one who sent out Lara Jean’s letters, aren’t you?” Kitty nods. “Then I’d say you’re pretty good at schemes.” “I mean, yeah. I guess.” “Awesome. We need your help.” Kitty’s ideas are a bit too extreme--like slashing Genevieve’s tires, or throwing a stink bomb in her house to smoke her out, but John writes down every one of Kitty’s suggestions, which does not go unnoticed by Kitty. Very little does.

A smartphone allows you to choose your own adventure. So be a hero, not a villain. Don’t be your own worst enemy. No wasting time… No training your brain not to remember things, losing the skills necessary to read a fucking map… No trolling. Don’t make snarky remarks on comment threads or internet forums or social media. Just do good. Help others. If you’re out in the world and bored, which you shouldn’t be anyway, but still, if you feel like you need to get on your phone, be useful. Answer questions, offer advice. Look only for question marks when you scroll through your Facebook news feed. Log on to Reddit and comment on something you have firsthand knowledge of and real insight about. Give far more than you take. Never text and walk. And stop googling things as you think of them. Instead, write it down and look it up later. If you can’t remember to do this, then you didn’t deserve to know the answer. This will keep your mind active, agile; clear to really think. It will keep you sharp. Using the internet for information or socialization should be an activity, something you sit down for—it should not be used while out and about. You should not refuse the beauty of what’s in front of you for mere pixels of red, green, blue on a 3.5-inch screen. Otherwise, you’ll lose yourself. An abyss of ones and zeros will swallow you whole. Don’t be a dumb motherfucker with a smartass phone.

Esto ha ido ocurriendo también con las capacidades físicas, como el espacio para orientarse y navegar. La gente pide a Google que la guíe cuando conduce. Cuando llega a una intersección, su instinto puede decirle: «Gira a la izquierda», pero Google Maps le dice: «Gire a la derecha». Al principio hacen caso a su instinto, giran a la izquierda, quedan atascados en un embotellamiento de tráfico y no llegan a tiempo a una reunión importante. La próxima vez harán caso a Google, girarán a la derecha y llegarán a tiempo. Aprenden por experiencia a confiar en Google. Al cabo de uno o dos años, se basan a ciegas en lo que les dice Google Maps, y si el teléfono inteligente falla, se encuentran completamente perdidos. En marzo de 2012, tres turistas japoneses que viajaban por Australia decidieron realizar una excursión de un día a una pequeña isla situada lejos de la costa, y acabaron con su coche dentro del océano Pacífico. La conductora, Yuzu Noda, de veintiún años, dijo después que no había hecho más que seguir las instrucciones del GPS: «Nos dijo que podríamos conducir hasta allí. No dejaba de decir que nos llevaría a una carretera. Quedamos atrapados».[12] En varios incidentes parecidos, los conductores acabaron dentro de un lago, o cayeron desde lo alto de un puente demolido, aparentemente por haber seguido las instrucciones del GPS.[13] La capacidad de orientarse es como un músculo: o lo usas o lo pierdes.[14]

University, where she is an adjunct professor of education and serves on the Veterans Committee, among about a thousand other things. That’s heroism. I have taken the kernel of her story and do what I do, which is dramatize, romanticize, exaggerate, and open fire. Hence, Game of Snipers. Now, on to apologies, excuses, and evasions. Let me offer the first to Tel Aviv; Dearborn, Michigan; Greenville, Ohio; Wichita, Kansas; Rock Springs, Wyoming; and Anacostia, D.C. I generally go to places I write about to check the lay of streets, the fall of shadows, the color of police cars, and the taste of local beer. At seventy-three, such ordeals-by-airport are no longer fun, not even the beer part; I only go where there’s beaches. For this book, I worked from maps and Google, and any geographical mistakes emerge out of that practice. Is the cathedral three hundred yards from the courthouse in Wichita? Hmm, seems about right, and that’s good enough for me on this. On the other hand, I finally got Bob’s wife’s name correct. It’s Julie, right? I’ve called her Jen more than once, but I’m pretty sure Jen was Bud Pewtie’s wife in Dirty White Boys. For some reason, this mistake seemed to trigger certain Amazon reviewers into psychotic episodes. Folks, calm down, have a drink, hug someone soft. It’ll be all right. As for the shooting, my account of the difficulties of hitting at over a mile is more or less accurate (snipers have done it at least eight times). I have simplified, because it is so arcane it would put all but the most dedicated in a coma. I have also been quite accurate about the ballistics app FirstShot, because I made it up and can make it do anything I want. The other shot, the three hundred, benefits from the wisdom of Craig Boddington, the great hunter and writer, who looked it over and sent me a detailed email, from which I have borrowed much. Naturally, any errors are mine, not Craig’s. I met Craig when shooting something (on film!) for another boon companion, Michael Bane, and his Outdoor Channel Gun Stories crew. For some reason, he finds it amusing when I start jabbering away and likes to turn the camera on. Don’t ask me why. On the same trip, I also met the great firearms historian and all-around movie guy (he knows more than I do) Garry James, who has become

Google tried to do everything. It proved itself the deepest and fastest of the search engines. It stomped the competition in email. It made a decent showing in image hosting, and a good one in chat. It stumbled on social, but utterly owned maps. It swallowed libraries whole and sent tremors across the copyright laws. It knows where you are right now, and what you’re doing, and what you’ll probably do next. It added an indelible, funny, loose-limbed, and exact verb into the vocabulary: to google. No one “bings” or “yahoos” anything. And it finishes your sen … All of a sudden, one day, a few years ago, there was Google Image Search. Words typed into the search box could deliver pages of images arrayed in a grid. I remember the first time I saw this, and what I felt: fear. I knew then that the monster had taken over. I confessed it, too. “I’m afraid of Google,” I said recently to an employee of the company. “I’m not afraid of Google,” he replied. “Google has a committee that meets over privacy issues before we release any product. I’m afraid of Facebook, of what Facebook can do with what Google has found. We are in a new age of cyberbullying.” I agreed with him about Facebook, but remained unreassured about Google." (from "Known and Strange Things" by Teju Cole)

After my return to Paris, one thing seemed obvious: To see Manhattan again, to feel as good about New York as Liza Minnelli sounded singing about it at Giants Stadium in 1986 (Google it), I had to start treating it as if it were a foreign city; to bring a reporter's eye and habits, care, and attention to daily life. But as that was the sort of vague self-directive easily ignored, I gave myself a specific assignment: Once a week, during routine errands, I would try something new or go someplace I hadn't been in a long while. It could be as quick as a walk past the supposedly haunted brownstone at 14 West 10th Street, where former resident Mark Twain is said to be among the ghosts. It could a stroll on the High Line, the elevated park with birch trees and long grasses growing where freight trains used to roll. Or it could be a snowy evening visit to the New York Public Library's Beaux-Arts flagship on Fifth Avenue, where Pamuk wrote the first sentence of The Museum of Innocence. There I wandered past white marble walls and candelabras, under chandeliers and ornate ceiling murals, through the room with more than ten thousand maps of my city, eventually taking a seat at a communal wood table to read a translation of Petrarch's Life of Solitude, to rare to be lent out. Tourist Tuesdays I called these outings, to no one but myself.

Late one night not long after the trolling began, I read a tweet that said: 'Your life is over.' My husband Don and I quickly realised that location services were turned on for my Twitter feed and you could just about pinpoint our house on GoogleMaps. That night we both lay awake in bed wondering if our children were in danger.

Prestige Primrose Hills Location Map Banashankari 6th Stage, Nagegowdanapalya, Off Kanakapura Road, South Zone Of Bangalore Karnataka . Connectivity and Directions , Pin code, Google map , Site Office , postal Address, Near By Places

Matt Olesiak is the owner & founder of a Medical Marketing Agency. He is a Doctor by trade turned pro Digital Marketer & Business Owner. Matt Olesiak specialize in SEO across the board (Google/Bing/Yahoo/YouTube/Google Maps/Geo-Targeting) along with Social Media Marketing strategies and content marketing. He is also a Chief Medical Director of SANESolution.

Just as the examination of protein structures paved the way to genetic sequencing, the mass multigenerational examination of actions and results could introduce a model of behavioural sequencing. As gene sequencing yields a comprehensive map of human biology, researchers are increasingly able to target parts of the sequence and modify them in order to achieve a desired result. As patterns begin to emerge in the behavioural sequences, they too may be targeted. The ledger could be given a focus, shifting it from a system that not only tracks our behaviour but offers direction towards a desired result.

In 2012, Google Maps had become the premier provider of mapping services and location data for mobile phone users. It was a popular feature on Apple’s iPhone. However, with more consumer activity moving to mobile devices and becoming increasingly integrated with location data, Apple realized that Google Maps was becoming a significant threat to the long-term profitability of its mobile platform. There was a real possibility that Google could make its mapping technology into a separate platform, offering valuable customer connections and geographic data to merchants, and siphoning this potential revenue source away from Apple. Apple’s decision to create its own mapping app to compete with Google Maps made sound strategic sense—despite the fact that the initial service was so poorly designed that it caused Apple significant public embarrassment. The new app misclassified nurseries as airports and cities as hospitals, suggested driving routes that passed over open water (your car had better float!), and even stranded unwary travelers in an Australian desert a full seventy kilometers from the town they expected to find there. iPhone users erupted in howls of protest, the media had a field day lampooning Apple’s misstep, and CEO Tim Cook had to issue a public apology.19 Apple accepted the bad publicity, likely reasoning that it could quickly improve its mapping service to an acceptable quality level—and this is essentially what has happened. The iPhone platform is no longer dependent on Google for mapping technology, and Apple has control over the mapping application as a source of significant value.

A platform may also choose to innovate when features provided by third parties become a large part of the overall value enjoyed by users. As we saw in chapter 7, this helps to explain Apple’s 2012 introduction of Apple Maps in response to the enormous popularity of Google Maps.