Get All Access for $5/mo

Uber Just Bought Mapping Startup deCarta The ridesharing tech company says geolocation and navigation technology is a big part of what keeps it running efficiently.

By Catherine Clifford

Opinions expressed by Entrepreneur contributors are their own.

Uber is kinda taking over the world. But without quality mapping technology, talk about an emperor with no clothes.

That's why the ridesharing technology giant just scooped up San Jose, Calif.-based geolocation startup deCarta. (With a valuation of $40 billion, Uber can definitely afford to do some shopping.)

Related: Uber Raises $1.2 Billion in New Funding Based on a $40 Billion Valuation

In addition to offering digital maps, deCarta specializes in search with local, location-based results and turn-by-turn navigation, including making driving directions cognizant of traffic conditions.

Terms of the deal were not disclosed.

According to Uber, digital mapping technology is responsible for "a lot of the functionality" that keeps the company running efficiently. "With the acquisition of deCarta, we will continue to fine tune products and services that rely on maps – including UberPOOL and the way we compute ETAs – and make the Uber experience even better for our users," said Uber in an emailed statement.

Related: Check Your Rearview, Google. Uber Is Getting Into Self-Driving Cars, Too.

Currently, Uber runs with Google Maps technology -- which makes sense, since Google Ventures is an Uber investor.

But Uber co-founder Travis Kalanick might be getting a wee-bit competitive with the formative Silicon Valley search giant. Scooping up the talent and technology that deCarta has could put Uber in a position to rely less on Google -- which may be a wise move since Google and Uber appear to be stepping on each other's toes. Uber is working on building its own driverless cars, an Everest Google has long been sweating to summit. And a recent exclusive from Bloomberg said that Google is working on its own Uber-ish transportation app.

Related: Lyft CMO: Uber Is the Wal-Mart of Transportation. We Aren't.
Catherine Clifford

Senior Entrepreneurship Writer at CNBC

Catherine Clifford is senior entrepreneurship writer at CNBC. She was formerly a senior writer at Entrepreneur.com, the small business reporter at CNNMoney and an assistant in the New York bureau for CNN. Clifford attended Columbia University where she earned a bachelor's degree. She lives in Brooklyn, N.Y. You can follow her on Twitter at @CatClifford.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Marketing

6 Steps to a Simple and Effective Content Strategy

Strategy can be an intimidating word, but it doesn't have to be. Follow these simple guidelines to make sure your next piece of content — and every one thereafter — rings true to your brand.

Business News

'I'm Shocked': Costco Customers Are Freaking Out About a Change to a Beloved Bakery Item

Costco customers are feeling burnt by a not-so-sweet switcheroo in the bakery department.

Growing a Business

5 Growth Hacks to Increase Your Revenue by 90% in 12 to 24 Months

Here are five innovative and proven strategies that can significantly boost your business's revenue within the next year or two. Whether you're looking to scale quickly or enhance operational efficiency, these growth hacks will provide actionable insights to help you achieve remarkable revenue growth.

Growing a Business

How to Build, Grow and Make Money With Ecommerce

To grow your online business, you need to develop a strategy and invest your time wisely. These actionable tips can attract customers and increase online revenue.

Side Hustle

'Hustling Every Day': These Friends Started a Side Hustle With $2,500 Each — It 'Snowballed' to Over $500,000 and Became a Multimillion-Dollar Brand

Paris Emily Nicholson and Saskia Teje Jenkins had a 2020 brainstorm session that led to a lucrative business.

Growing a Business

Stop Chasing Subscribers — Start Making Money With These Newsletter Hacks

Here's how operators profit from newsletters by turning acquisition costs into revenue and leveraging one audience to build multiple assets.