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Placing Technologies · May 13, 2025

(How) do computer maps make money?

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I keep coming back to something Tom said to me offhandedly when I was working on the original grant proposal for this dissertation a couple of years ago, which was that “ maps are a loss leader.” Consider the following: Outside of satellite imagery companies, big incumbent navigation tech firms (Garmin, TomTom) and monolith tech companies with mapping divisions (Apple, Google, Microsoft), there…

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