You can only speculate about what Google must think about this - until now the master of the street map, finding a rival gaining what could become a very desirable technology indeed.
The Daily Mail is speculating in this story that the technology could go into the search engine, Bing, which has had navigation technology since 2010. This would then presumably feed into mobile phones running Windows Phone 8 when they are released later this year.
Apparently the idea is to keep you informed about things that will affect you particularly. Open areas in which the temperature is likely to rise and fall to extremes, high levels of crime, heavy traffic would all be taken into account.
And like most GPS systems it will allow pedestrians to tailor their turn-by-turn route, taking diversions, going via a Post Office, library or whatever else they want or need to do.