The days of static Point-of-Interest (POI) databases are numbered. Navigation device users are no longer willing to search a limited off-line database, choose a restaurant, arrive, and then find that the restaurant is out of business. What they require is a continuously updated, on-line geo-database fed by a variety of sources that range from official, premium content to free, crowd-sourced information. The key is dynamic information combined with the social dimension – rankings and recommendations from community members. Next-generation location-based content, which represents the key to unlock real value for the end user, might well become the next battle ground in the navigation and location industry. While there is no lack of innovative companies exploring this new paradigm, the road to an all encompassing Geo-Web will be long and difficult.