Jaluma - this is a cool app - the technology was first built by Nokia a couple of years ago.
From what I understand Webfirm dont have the technology, but an exclusive contract to sell the advertising onto maps. It’s a sales contract.
Now did you know that Navteq is owned 100% by surprise surprise - Nokia!
Navteq supply all the maps and mapping services to Nokia and many others.
So dead in the water may be a little premature in my view.