Interview #8: Björn Morén from MapJack.com !
Interviews December 10th, 2007
Last week, I wrote an article about MapJack. The team has done an amazing job capturing streets pictures in San Francisco. I was so amazed with the work that I decided to ask them some questions. I would like to thank Björn for his time !
MapJack could be the next step in GPS. Forget about the boring maps … real images, thats the future ! Also, with this technology, I think that so much could be done ! I got some good ideas using this service, will definitely look into that ! For now, lets hear from Björn :
Could you please give us some information about your background ? and your role in MapJack ?
I’m a Swedish software developer and electronics and mechanical engineer. I have been working as a IT consultant for 15 years, before I left to live in Thailand two years ago. I’m the CTO of MapJack and inventor of the MapJack technology.
Could you tell us more about your project ? and also on the team ?
Our vision is to cover all major cities in the world and feature panoramas from them on our web site. We have the technology for this already as we have proven for our San Francisco web site.
How did you came up with the idea of MapJack ?
I was playing around with Google Maps and thought it would be very useful to be able to view a city from street perspective. I immediately lost interest in the idea, because I though it would be too hard technically. But I picked up on it again after I solved a few hard problems.
Could you tell us more about the technique used to collect the data ? if thats not a secret
We have cars with cameras on top of them, and they capture panoramas as the car drives down a road. The panoramas are georeferenced using GPS units. We have developed software tools that download pictures and coordinates, and then processes the data, and creates files to be uploaded to the web server. It sounds easy, but it is hard, due to the amount of data collected every day.
Google has recently launched Street Viewer, how do you plan to compete against them ?
We were on location in San Jose when Google launched their Street View service, and were of course depressed, because we thought we were alone with this kind of solution.
We’re not too worried about them right now. It’s clear that Google is having the “plain vanilla” version of services like this. With our higher quality service, and more customizable solution we think we have a bright future.
What is the plan for the coming months ? {worldwide coverage, new options, raising funds …}
Develop the business model further, and find other companies to create joint ventures. Also to license our technology to other companies. As soon as we get a sponsor for the next city we will add more coverage.
Thank you for this interview. I would like to leave you the last word.
We are very excited about the future for services like this. They can be useful in so many ways. For tourism and real estate. For government inspection of infrastructure. For online commerce (retailers, hotels, restaurants). For the gaming industry. Etc.

C’est toujours un plaisir de répondre à des questions! Pour me présenter, je suis un entrepreneur du web depuis 10 ans. J’ai lancé plusieurs projets dont 2 que j’ai vendu pendant la folie des années 2000. Présentement, je travaille sur mon projet web analytique iMinR et le côté service-conseil pour entreprises, Percute. Je suis titulaire d’un MBA en affaires électroniques et j’ai aussi un bac en sciences informatiques. Mon blogue est un endroit pour réfléchir sur le web commercial, les innovations et l’entreprenariat dans une ambiance plus ou moins sérieuse.
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