"Fend Off Google's Onslaught"... Domestic Map Apps Counter With Upgraded Services

NAVER aims to become an "all-in-one platform"
Tmap integrates A. and revamps voice guidance
Kakao rolls out specialized services, including its "Autumn Foliage Map"

As Google steps up its push into the Korean market with high-precision map data and artificial intelligence (AI) features, competition is intensifying as Naver, TMAP Mobility, and Kakao defend the market positions they have built over many years of collecting local data.

According to industry sources on October 20, NAVER is upgrading its map services. In September, it launched a feature called “Place Agent,” which lets users get place recommendations and make reservations through everyday conversations in the app. By tapping the AI agent button in the map app and asking questions such as “Recommend a rooftop cafe with a great night view” or “Where’s a nice Korean restaurant with a good atmosphere?”, users can get recommendations for suitable places.

A NAVER representative said, “Previously, users had to search multiple times using keywords such as an exact business name or menu item, then directly compare information in the list of places shown in the results. With Place Agent, they can easily find the place they want. They can also include all the necessary details, such as the date, time, and party size, in a single sentence and submit a reservation request.”

NAVER is also the first domestic map service to offer AI glasses navigation in collaboration with Google, Samsung, and Meta. The feature is available on Meta’s Ray-Ban Meta and Oakley Meta glasses, while Google and Samsung’s “Intelligent Eyewear” is also scheduled to launch by the end of this year. NAVER is also upgrading its “Indoor AR Navigation,” which provides accurate directions indoors even without GPS signals. The feature can determine a user’s location using only a smartphone camera and show the direction to their destination, providing an immersive AR navigation experience even in places like COEX, where GPS does not work reliably.

NAVER recently launched “Cluster Mode” in the Naver Map Labs for Tesla drivers. It has been well received by Tesla users who mount their smartphones in cars that do not have an instrument cluster in front of the steering wheel.

NAVER is also moving to challenge Google’s dominance in overseas markets. It plans to fully launch a map-based app in Saudi Arabia this December. The company intends to secure information on local restaurants and shops in Saudi Arabia and develop the app into a super app that integrates navigation with reservation and payment features.

TMAP Mobility has overhauled its in-car voice guidance system by integrating SK Telecom’s AI service A. into its TMAP navigation service. TMAP is replacing its existing NUGU-based voice guidance with A. and developing it into a conversational AI agent for mobility. When a driver says, “Let’s stop by a nearby gas station on the way home,” the system recognizes both “home” as the destination and “gas station” as a stop along the way, then provides the best route.

Kakao recently introduced its “Fall Foliage Map,” differentiating its services with features tailored to user demand. The service lets users see at a glance the current foliage conditions at 65 popular fall foliage and ginkgo-viewing spots across the country, including the ginkgo tree in Bangye-ri, Wonju; Nami Island in Chuncheon; and Seoul Forest. A Kakao representative said, “Following our Cherry Blossom Map, we created the Fall Foliage Map to help users easily find places to visit in autumn. We will continue to provide information about a variety of places and work to bring new discoveries and enjoyment to everyday life.”

Domestic map apps are upgrading their features as Google Maps steps up its push into Korea. According to Mobile Index, a service by IGAWorks, Google Maps had a combined 10.19 million monthly active users (MAU) on Android and iOS in September, topping 10 million for the third consecutive month. Last month, Naver Map ranked first with 30.54 million users, followed by TMAP with 15.2 million and KakaoMap with 13.4 million. However, concern is growing as Google closes in on Kakao. A map app industry source said, “Google has recently been conducting aggressive marketing, including encouraging users to write reviews, to build up its limited local data. It is looking to create synergies with its Gemini AI model, making it even more important for domestic map apps to differentiate themselves.”

This content was produced with the assistance of AI translation services.