You can be on Entrepreneur’s cover!

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

entrepreneur daily

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, 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.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

Business News

This Fan-Favorite Masters 2024 Item Is Still $1.50 as Tournament Menu Appears Unscathed by Inflation

The pimento cheese sandwich is a tradition almost as big as the tournament itself.

Business Solutions

Save an Extra 20% on the Ultimate Microsoft Bundle Featuring Windows 11 Pro, Office, and More

Pick up this package of popular Microsoft products for only a fraction of the price through April 16.

Business Solutions

Visualize Data for Better Business: MS Visio is $23.99 Through April 16

Set your team up for success with a reliable tool for creating organizational charts, diagrams, and more.

Business Solutions

Scan Easier and More Affordably with This 20% Discount

iScanner is a mobile app that makes document management, editing, and sharing easier.

Science & Technology

These Are the Top 6 AI Threats to Your Business Right Now

The modern workforce is forever changed by artificial intelligence. If you fail to understand that we will all need to learn AI to some degree, you haven't been paying attention.