If you use maps on your phone or laptop, chances are you are using Google. With its robust handle on location data, satellite imagery, Street View perspectives and traffic-smart routing, Google Maps is the world's most popular app.
While it may not matter to the user, big technology firms, including Facebook and Uber, may be looking to reduce reliance on Google. That's why several companies are offering big bucks for Nokia's Here mapping service.
It's hard work to build mobile map technology from scratch (just ask Apple), so Here could give the buyer a leg up. Uber is offering $3 billion, while China's Baidu and Germany's Big Three automakers (Audi, Mercedes-Benz and BMW) have also made a bid.
There is also speculation that Microsoft may be eyeing Here, and Facebook already inked a deal to use the map technology earlier this month.
Here & Now's Robin Young speaks with Ina Fried of Re/code for a look at Nokia's Here and mapping technology, today.
This segment aired on May 12, 2015.