Delivered on March 2, 2026
Inviting people outside with the power of software
Speakers:
Mama Naito, Acting President/COO, MICWARE Navigations, Inc.
Affiliation and position information is as of the time of distribution
This session explores the evolution of in-vehicle software and platforms centered on car navigation, highlighting the shift in connectivity from "function" to "experience value." > Driven by location data, we will introduce "Beatmap," a social-media-driven app for discovering new spots to inspire people to explore the outdoors, and "Tamamusubi," which delivers local folklore and history. We also showcase "Michikatsu," a solution for commercial vehicle navigation and business system integration.
Furthermore, we will present our digital twin platform, "Dynamic Street Map," as showcased at MWC Barcelona, aiming for B2C and B2B2C expansion in the tourism and inbound sectors.
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The Evolution of In-Vehicle Software and a Shift to "Experience"
micware Inc. has long been developing in-vehicle software platforms, primarily for car navigation systems. When Mr. Naito joined the company in 2009, significant value was placed on simply connecting to a smartphone via Bluetooth to listen to music or input external data into the navigation system.
However, over the past 15 years, the automotive environment has changed dramatically. Smartphone integration and cloud service utilization have become commonplace, and users' interest has shifted from "functionality" to the "experience" they can enjoy in their cars. micware does not limit itself to specific OEMs (original equipment manufacturers), but provides software to a wide range of manufacturers and vehicle models, contributing to the creation of diverse user experiences tailored to the target demographics and needs of each vehicle model.
Vision: "Bringing People Outside with the Power of Software"
micware's purpose is "Convenient, fun, and safe: bringing people outside with the power of software." The company, which has continued to hone its location-based technology, believes the key to "getting people outside" is providing users with the opportunity to "discover new destinations."
Conventional car navigation systems primarily support travel when a destination is already set. In contrast, micware creates the very "opportunity" to go out through apps like "beatmap," which analyzes social media data to suggest trending spots, and "musubi," which unearths and distributes local folklore and historical anecdotes. Whether traveling by foot, train, or car, the company focuses on creating systems that encourage active travel inspired by discoveries and surprises.
Adding the dimensions of "time" and "perspective" to location-based data
Naito sees value in utilizing location-based data beyond simple latitude and longitude coordinates. He points out that even the same location can have completely different roles and meanings depending on the visitor's background, experience, and even the "time axis."
For example, adding information about historical events that occurred at a certain location in the past, or the significance of that location to others today, can provide users with new insights. Handling location information from a multifaceted perspective and with a timeline like this is the advanced location information service that MICWARE aims to provide.
Solutions for Commercial Vehicles and Advanced Navigation Technology
MICWARE is renowned not only for its consumer services but also for developing solutions for commercial vehicles. It offers "Relos Navi," a browser-based car navigation system, and supports business systems by leveraging the core technologies it has cultivated through navigation development.
Specifically, by leveraging core navigation technologies such as map matching, which accurately calculates location even in environments with unstable GPS data, and precise calculation of driving time and distance, MICWARE supports the development of systems for a variety of industries and business types.
Global Expansion through Digital Twins and Exhibiting at MWC
MICWARE is also actively exhibiting at MWC (Mobile World Congress), the world's largest mobile-related exhibition, held in Barcelona. The highlight of the exhibit is MICWARE's "Dynamic Street Map & Marketing" platform, which aims to realize digital twins.
This platform digitally recreates real-world spaces in Japan, providing a system for users both in Japan and overseas to experience local attractions in advance. The platform targets a wide range of businesses, not just the automotive industry, but also tourism and local governments, who want to promote the attractions of their local areas. The goal is to create a space where users and businesses can post content within the space, inspiring other users to visit the place and fostering new discoveries and a sense of anticipation.
Future Outlook: From B2B to B2C and the Co-Creation Stage
Based on its long-standing B2B system development capabilities, MICWARE aims to provide even greater value in the B2C and B2B2C fields, focusing on location-based services.
Toward its goal of "getting people outside and experiencing a fun world," the company is not limited to developing services independently but is emphasizing collaboration with a variety of business partners. By combining the power of location information and software, MICWARE's challenge to transform travel itself into entertainment is likely to continue accelerating.
Summary
In this interview, Mr. Naito of MICWARE, Inc. shared a wide range of insights, from the historical evolution of in-vehicle software to the outlook for the latest location-based services. Car navigation systems, once merely a pursuit of convenience, have now evolved into platforms that connect with the cloud and social media, suggesting new destinations to users and "getting people outside." In particular, the approach of adding multi-layered information such as "history" and "other perspectives" to latitude and longitude greatly expands the potential of location data. Furthermore, as seen in the digital twin exhibit at MWC, the company's technology transcends national and industrial boundaries, leading to value creation in new areas such as tourism and regional revitalization. MICWARE is expected to continue working to enrich experiences through mobility and realize an exciting mobile society through co-creation with partner companies.