Telmap may not be a household name such as old favourites MapQuest or Ordnance Survey, but its influence behind the scenes is widespread and important.
The company powers the mobile mapping and navigation tools for such manufacturers as Nokia, Blackberry, Ericsson, Motorola, Palm and works in various markets with the likes of Vodafone, O2, France Telecom Group (Orange), Mapquest and Telefonica.
Interesting that little mention elsewhere of quite a significant deal for its and travel guidebook giant Lonely Planet today.
The pair have teamed up to include travel information from Lonely Planet's existing repertoire of content to stream into Telmap's mobile search, mapping and navigation products for handsets and operators.
Launching initially for users in South Africa (timed poorly from a global perspective to coincide after the FIFA World Cup), Telmap's deal with Lonely Planet will be rolled out to owners in additional global markets in the coming months.