Google is one of the leading indoor location based service map providers, which introduced indoor navigation facility in its maps. Google identifies suitable opportunities for growth through acquisitions and investments, planned out by its corporate development team, in such a way that all its operations are sustainable by applying innovative technologies and business practices. The company focuses on both the organic and inorganic strategies to enhance its position in the Location of Things market. For instance, in November 2016, Google launched Tango, an augmented reality system for smartphones. It even launched Google Calendar in November 2016, which is integrated into Google Maps in its recent product update. The company adopted partnership, collaboration, and agreement as their key strategies for the growth of the market. For instance, in September 2016, Google acquired location-based analytics firm, Urban Engines.