People don’t remember phone #’s, because they don’t have to.
People don’t need to worry about spelling, because they don’t have to.
People don’t need to know how to get from one place to another, because they don’t need to – or shouldn’t need to.

Amid a rash of criticism of Apple’s new mapping system on iOS 6, Nokia deserves some bragging rights.

After years of less than engaging or clever marketing, I am pleased to see Nokia stepping up to the plate and getting its act together. Clearly Nokia marketing is striking while the iron is hot. Earlier today I took notice of a clever – and open – comparison of Nokia comparing its upcoming Lumia 920 to Apple’s new iPhone 5 (arriving on our doorstop tomorrow).

Now Nokia is standing on rooftops, calling out to anyone who will listen, that they are the best in location and mapping on phones. Not a rushed afterthought (I’m looking at you Apple). And certainly not a loss leader for an advertising scheme (I’m looking at you Google). And frankly while Google does “ok” most of the time, Nokia deserves its bragging rights because it makes you feel local, wherever you are.

When Nokia bought Navteq, I worried that 20 years of research, platform development and mapping would fall into an abyss from which there is no return. Fortunately my worries did not pan out. Nokia continues to advance the features, the accuracy and the already very good consumer experience of its Navteq platform.

Over the years, I’ve toyed with Nokia’s based Navteq maps. During my most recent tests on a Lumia 900, I found Nokia’s mapping system to be exceptional. Why? Location products must remove worry from the customer, not create more worry. Unlike Google and Apple maps, Nokia Maps put customers at ease instead of causing anxiety. Whether I was traveling in Europe, or sparse areas north of Toronto, the Nokia system never had to apologize because it “could not connect to the cellular network”. Nor did I ever get upset with the system for not giving me enough notice to take an exit, or turn left. My experience remained consistent as a made my way through public transportation systems, or remote islands like Turks and Caicos – whether I was walking, biking or driving. And my car never showed up on the wrong side of the road.

Whether you are a consumer who wants to occasionally to use your phone to accurately map your drive, or a road warrior with little sense of direction (like me) Nokia is the top of the line and will keep you on time and at ease.

Nokia completely owns, builds and distributes it mapping content, platform and apps.