Today Nokia has announced that it is planning to acquire the Seattle-based real-time predictive analytics company, Medio Systems.

HERE is Nokia service that offers mapping and navigation services on the Nokia devices via Here maps.

Nokia in a release announced that the company will use Medio’s ‘smart data’ to enable Here maps to create contextual maps and location services that change according to the situation to provide highly personalized and predictive experiences for people and businesses.

“We are entering the age of what I call cognitive mapping, in which maps will understand their environment and anticipate people’s intent in order to deliver interactive and smart location experiences,” said Michael Halbherr, CEO of HERE.

This could mean offering recommendations on restaurant  to one who is ready to lunch, to route directions to drivers to match driving style and such personalized offerings, it says. Seems these could be intelligent locations services.

If one looks at it in light of Google driver-less cars, it will appear like Nokia is readying to give a tough competition to Google. “Personalized driving suggestions”, that’s what a driverless car would need, right?

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In order to understand what a person might want and need in a given moment Medio, mines vast amounts of real-time activity data now available from the proliferation of sensors and connected devices into actionable intelligence. Its cloud-based predictive analytics engine leads a fundamental shift in how big data is gathered and processed so that it becomes a valuable source of intelligence to help companies make better, automated business actions.

Nokia  did not reveal the terms of transaction. But it has said that the deal is subject to close by the end of July 2014.

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