Microsoft buys Multimap

Microsoft has bought UK mapping service Multimap in a move that will strengthen its portfolio against competition from Google. The terms of the deal have not been disclosed.

Google Maps now complements the global view of Google Earth with street-level mapping of many countries including the UK.

Microsoft said Multimap will complement its existing services such as Virtual Earth, Live Search, Windows Live services, MSN and the aQuantive advertising platform.

There was also potential for integration with other Microsoft products and platforms.

Sharon Baylay, general manager of Microsoft's online services group, said the acquisition of Multimap "will play a significant role in the future growth of our search business and presents a huge opportunity to expand our platform business beyond the UK and globally".

Mapping services linked to location-based advertising are seen as having potential as money spinners.

Multimap chief executive Jeff Kelisky said: "Partnering with Microsoft gives us a world of new opportunities to build our mapping services into new technologies and applications."

Multimap will operate as a wholly owned subsidiary of Microsoft.