As big data collides with local media and commerce, location data will continue to grow in value. Among other things, this will have immediate impact on local discovery applications that involve augmented reality.

This trend puts data providers in a potentially opportune spot. And few companies have better location data than HERE Maps. I had the chance to find out more about its road map (pun intended) with HERE’s Nicholas Goubert at the recent BIA/Kelsey NOW.

The company’s recent acquisition by a German automaker consortium fuses it deeper within the automobile at the advent of the age of autonomous vehicles. But HERE’s positioning goes well beyond self-driving cars. And that’s where AR comes into the picture.

I’ve embedded the video below that starts right at the point of the AR-related discussion.