TomTom, the Dutch navigation company, has announced a multi-year contract with Uber where the company will provide digital maps and traffic data for the Uber driver app.
Uber, the ride-hailing company, is present in more than 300 cities over the world, and almost all, of Uber's markets, will receive TomTom's technology. The new technology will enable more accurate arrival time estimates and routes.
Financial terms of the Uber deal are not disclosed, and Uber representatives were heard saying they are looking forward to working with TomTom and declined to comment further.
TomTom's biggest association has been Apple, and both these companies are working together on an in-house mapping app since 2012 when Apple decided to do without Google Maps for its mobile devices.
Earlier this year, Uber was involved in a bidding war for Nokia's mapping business, HERE. Industry sources confirm Uber offered $3 billion; however, lost out to a consortium of German automakers who are seen as long-term competitors to Uber as cars incorporate self-driving technologies.