Generally speaking, when it comes down to cooking updates for its online location and mapping service, Microsoft builds the refreshes itself. But at the same time, there is nothing stopping the company from buying updates. This is exactly what happened as Microsoft announced that it swallowed online mapping company Multimap. The deal was underlined to make available an extension of Microsoft's current offerings on the Internet, with the acquisition of one of the top online mapping services in Europe.

"The addition of Multimap enhances Microsoft's position as a leading provider of mapping and location platform services. This acquisition will play a significant role in the future growth of our search business and presents a huge opportunity to expand our platform business beyond the U.K. and globally. We are thrilled to welcome Multimap on board", explained Sharon Baylay, general manager of the Online Services Group at Microsoft.

At this point in time, the Redmond company has failed to disclose the future plans it has in stored for Multimap. However, both the mapping services and technology of Multimap are heading straight for Virtual Earth. Referring to the acquisition, the company did confirm that the new location and mapping technology would integrate with existing services from Virtual Earth to MSN, as well as Live Search. Microsoft even mentioned the aQuantive advertising platform, which indicates plans to serve ads via the end result of Multimap's integration. Neither party choose to disclose the terms of the deal.

"Partnering with Microsoft gives us a world of new opportunities to build our mapping services into new technologies and applications. As one of the world's foremost technology brands, Microsoft is in a position to bring even more value to the Multimap service and give people everywhere new, exciting and fun ways to get from point A to point B", added Jeff Kelisky, CEO of Multimap.