As Google prepares to leverage high-precision mapping data in South Korea, the company is stepping up efforts to expand its presence in the domestic map platform market, particularly in the enterprise sector. In response, Naver and Kakao are enhancing user-facing features while restructuring their API offerings. Competition between domestic and global mapping platforms is expected to intensify.
According to industry sources on May 31, SPH, Google Maps' official partner in Korea, participated in the Google Cloud Recap event hosted by Google Cloud on May 28. During the event, SPH presented on topics including industry-specific applications of the Google Maps Platform, how AI agents are transforming map experiences, and insights derived from geospatial data.
The session also featured an analysis of the Korean market by Google's Asia-Pacific (APAC) team and shared the strategic roadmap for the Google Maps Platform.
Roughly three months after the Korean government approved Google's request to export high-precision mapping data, the company appears to be laying the groundwork for a broader market push, initially targeting enterprise customers.
SPH distributes the Google Maps Platform, Google's enterprise-focused location intelligence service, in Korea. The platform is widely used in industries where location-based functionality is critical, such as food delivery, mobility services, and real estate. By combining APIs and software development kits (SDKs), businesses can build a wide range of customized services.
Industry observers believe Google is seeking to strengthen relationships with corporate customers before rolling out service upgrades based on the high-precision map data approved for export by the Korean government.
“SPH has a sizable Google Maps API sales business and is also heavily involved in advertising services for small businesses,” an industry official said.
Meanwhile, Naver and Kakao are focusing on improving convenience features for users while the issue of high-precision map data export remains unresolved.
Since last year, Naver has concentrated on creating an integrated mapping platform that connects place discovery, reservations, and repeat visits. In June 2024, the company introduced a “Discover” tab at the bottom of its map app, followed by a “Reservations” tab in October that aggregates reservable venues and activities.
This month, Naver also expanded the coverage of its “Flying View 3D” spatial exploration service to encompass all of Seoul, reflecting its continued investment in advanced mapping technologies.
Naver is simultaneously strengthening its dedicated mapping product, Maps, which was launched for enterprise customers in March 2024. On July 25, the company will discontinue seven map API services currently offered under the AI Naver API suite and consolidate them into the Maps platform. A key feature of Maps is its support for customized map styling, providing greater flexibility than previous offerings.
Kakao Map, on the other hand, is placing greater emphasis on user experience than on business-to-business products. The company has been expanding features such as ultra-precise transportation services, AI-powered place discovery, and real-time friend location sharing.
One notable example is the “Ultra-Precise Subway” service introduced last year, which displays railway tracks on the map and allows users to monitor subway movements in real time. Kakao is also preparing to officially launch an ultra-precise bus tracking service in Seoul, capable of displaying bus locations with 10-centimeter accuracy and one-second update intervals.
This year, Kakao plans to further strengthen its location-based and AI-driven services. The company recently upgraded its friend-location groups feature, allowing users to set meeting points and track remaining travel distances in real time.
In addition, Kakao intends to expand recommendations within “Kanana in Kakao Map,” an AI-powered feature introduced in July 2024. Beyond restaurants and cafes, the service will begin suggesting a wider range of destinations later this year.
