Maps and navigation software are nowadays pretty good in most of Europe and the USA. However, finding a point of interest (e.g. a shop, theater, gas station, parking, etc) is still very adventurous: the place will often have changed name, or closed down, maybe moved to a different address. Or new places will have appeared and won't show up on the map. And the geolocalisation will be wrong.
Providing reliable points of interest on a map is therefore critical to a growing number of applications and devices.
In this respect, Google Maps is not good enough, as reported by the New York Times here.
This is why some companies, including NAVX, run a Content Factory. The factory collects and verifies information about points of interest, not only using smart algorithms but also relying on a team of specialists and operators who interact directly with brands, shops and other outlets.
Building and running a Content Factory has a cost, but can be done in a scalable way, allowing to produce best-in-class content for the satisfaction of customers.