2 Billion Served in 2011 (by Google Maps Navigation)

Last year Google served up 32 billion kilometres (20 billion miles) of Google Maps data to mobile users.  A year after the launch of Google Navigation, Google Navigation is projected to serve GPS navigation to a tune of 2 billion miles (3.2 km) in 2011.  That's far enough to go to Mars round trip twice with enough mileage left to make a visit to the moon and back. Or, in an even more abstract comparison, it's approximately halfway to Pluto.   And that's with Google Navigation exclusively used on Android devices. Wow.

In just over a year, Google Navigation has destroyed the paid GPS market.  With an arguably superior maps database and advanced features such as real-time traffic, Street View for destinations, and modes for cycling and walking, the traditional GPS business model has all-but disappeared.  And less than a year ago, Google announced that they were working on porting the free navigation system to other platforms, possibly even the iPhone.  That would certainly put pressure on the likes of TomTom and other GPS providers who relied on the annual fees they charged for most of their profits.

Google's Marissa Mayer, who announced the Maps statistics at SxSW, was recently promoted to the head of location-based services in order to enhance the services Google currently offers.  She sees some confusion between Google HotPot and Google Places, but indicated location will be a major part of Google's focus for the foreseeable future.

Use of location based-services like Foursquare and Glympse have not yet taken off, but with Google targeting services people already use (eg. GPS navigation, loyalty rewards, keeping track of family members,) they may be poised to take the lead in this area.