The Where company snags Amazon’s Kindle as mapping customer

imageNokia’s who is rebranding themselves as the Where company in an attempt to leverage their Navteq asset, has according to Reuters scored a major win by displacing Google in Amazon’s new Kindle tablets.

Apple took a similar step earlier this year, when it dropped Google Maps in favour of its own mapping features for its next mobile operating system, known as iOS 6.

While the Kindle Fire runs Android, it does not integrate with Google’s Play store or use any of Google’s proprietary apps, and is often held up as the premier example of how Google has lost control of Android.

The next generation of Kindle tablets is rumoured to have location-based services included, backed by Nokia’s mapping data.

The tablets are expected to be announced next Thursday. A Nokia spokesman declined to comment.