Multimap, one of UK’s oldest online mapping company has been bought over by software giant Microsoft for an undisclosed sum. Focused on UK and Europe, Multimap has a sizeable audience and finds it listed amongst the top ten sites visited in UK. Founded in 1996, Multimap had already attracted £1.9 million in funding within first three years of its operations. 

The acquisition by Microsoft is seen a strategic move to add muscle to its existing properties such as Virtual Earth, Live Search, Windows Live services. The acquisition will also enable Microsoft to consolidate its position in the UK and European markets and help it leapfrog ahead of Google Maps.

As per media reports, Microsoft may also integrate its advertising platform – aQuantive with Mulltimap’s location based advertising services. Will this acquisition put Microsoft in the domineering position over Google Maps in UK and Europe? The coming months will offer a clear picture.