Google is "in talks" to acquire Israeli mapping startup Waze to "prevent the company from falling into the hands" of rival Facebook, Reuters reported on Friday.

The news agency cited two unnamed sources who said the search giant was eyeing the developer of user-generated mobile maps. Reuters, which noted that Facebook might be willing to pony up $1 billion for Waze, cited one source who said Google's talks with the Israeli startup "remained fluid and could change in tenor at any time."

Google has of late been tinkering with its Maps services to make them more personally attuned to individual users' needs. At this month's Google I/O developer conference, the search giant unveiled an overhauled Maps platform with more personalized features and later lifted the hood on its new engine for creating localized area maps, which approximate what a local resident might sketch out quickly for a tourist.

Waze could conceivably fit in nicely with that effort. The startup generates real-time traffic information through location-monitoring tools that tap into the mobile devices used by its 47 million members, Reuters noted.

The mapping service is also focused on mobile, which when combined with the real-time data generation and social components of its business, could explain the reported interest from Google and Facebook.

What's more, some analysts cited by Reuters opined that Google may perceive Waze's offerings as a direct threat to Google Maps. The idea is that Google may not want to face off against such competition, let alone allow Waze to fall into the hands of Facebook, which is eager to bolster its portfolio in Web and mobile services.

For more, see PCMag's review of Waze for iPhone.

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