Google's mapping service app, Waze, is reportedly undergoing job cuts as the company aims to streamline operations and increase efficiency in line with a prevailing trend in Silicon Valley. As reported by Reuters, sources indicate that Waze is currently in the process of transitioning its advertising software to Google Ads technology. Consequently, the company is reducing positions that primarily focus on Waze Ads monetisation. In a letter addressed to Waze employees, Chris Phillips, Vice President of Google's Geo unit, hinted at impending job cuts in departments such as sales, marketing, operations, and analytics, though no specific figures were mentioned.
"To enhance the long-term experience for Waze advertisers, we have initiated the transition of Waze's existing advertising system to Google Ads technology. As part of this update, we have downsized positions dedicated to Waze Ads monetisation," Google stated, as reported by Reuters.
Last December, Google announced the integration of Waze into its Google Geo division, alongside other services like Google Maps, Google Earth, and Street View. At the time, the Wall Street Journal noted that this move would end Waze's status as a standalone app, but it also indicated that no layoffs were planned.
Google acquired Waze for $1.3 billion back in 2013, and until 2021, it remained independent from Google Maps, according to the Verge. However, in September of the previous year, Google CEO Sundar Pichai expressed his commitment to improving the company's productivity in response to investor pressures.
In January of this year, Alphabet, Google's parent company, announced its plan to lay off approximately 12,000 employees, equating to about six per cent of its workforce, as reported by Bloomberg. This cost-cutting measure comes in light of declining digital advertising revenue faced by Google.
Overall, Google's decision to restructure and downsize positions at Waze reflects the company's ongoing efforts to optimise operations and adapt to changing market conditions.