Google Maps 3D and Yahoo Maps are listed among the "preferred" mapping options.

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Up until now ESRI's software has been a tool for geo-geeks, many of whom have gone in for some training in GIS. Its maps are far less sleek and responsive than the simpler Google and Yahoo maps.

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Rather than open the iPhone to third-party developers at first, it handpicked partners for various features, such as Google for maps and Yahoo for weather and stocks.

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The site comes with integrated maps and a Yahoo Answers-style question-and-advice feature.

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Google started this binge on maps and "mash-ups"--loading simple maps with extra information--last June, and Yahoo and Microsoft's MSN have recently helped fuel it with features of their own.

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Live Nation, for example, talked about including maps of stadium layouts in the printing of tickets, while Yahoo suggested a daily personalized news service.

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Google and Yahoo engineers publish software code for public consumption--a way to access their maps, say, or a temporary link to their search tool--and in a near-instant developers around the globe are building new software based on it.

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TEDx Silicon Valley featured speakers ranging from LinkedIn founder Reid Hoffman and PayPal founder Peter Thiel to neo-geographer Di-Ann Eisnor (she makes maps that reflect social data) and Victor Tsaran, who is blind and runs Yahoo!'

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He thought an offer for NAVTEQ might come from a company that uses maps right now like a GPS device maker or an Internet player like Google or Yahoo!

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