Nokia Oyj's mapping division Here announced it has bought Medio Systems to give Nokia users more personalized location-based services and results.
Don Zereski, vice president of search for Here, said "The map I see will be different from the map that you see," according to TechCrunch. The acquisition follows the communication company's purchase of natural language startup Desti.
The terms of the deal have not been revealed.
Seattle-based Medio focuses on gathering sensors and connected device data for information that can be useful, ZDNet reported. Nokia looks to use the information for its mapping systems to add context to maps.
"That could mean delivering individual restaurant recommendations to someone ready for lunch, giving drivers routes that match their driving style based on real-time conditions or helping businesses personalize their customer offerings," Nokia said.
Founded in 2004, Medio first set out to provide a contextualized search engine for mobile phone users. However, the company decided to give customers a more B2B product, providing predictive modeling, analytics and push marketing, TechCrunch reported.
The analytics company has been supported by a number of investors, including Mohr Davidow Ventures, Trilogy Equity Partnership, Accel Partners, Frazier Technology Ventures, T-Ventures, Verizon Ventures and a former partner from U.S. Venture Partners. Medio's customers include T-Mobile, Verizon, Disney, ABC, Rovio, CBS and Telus.
Zereski said in an interview that Nokia is looking to keep Medio's current relationships with businesses and customers going, TechCrunch reported. However, it has not been determined whether the Medio Branding will stay with Here.
"I don't know if we will keep it or not," Zereski said.
Nokia added that it will also have Medio's analytics work with its Technologies and Nokia Solutions and Networks (NSN) businesses, ZDNet reported. NSN is Nokia's largest business.
The deal is expected to close by the end of July, TechCrunch reported.
Zereski said Nokia aims to bring Medio's 60 employees into the company as part of the deal.
