Internet giant, Google has announced an upgrade to its popular Google Maps program during an conference in San Francisco on Wednesday.

The company announced new three-dimensional city views as well as other new features to enhance the service amid increasing competition from Apple. Some reports suggest that Apple is working on its own Map program and it could soon replace Google Maps on iPhones and iPads.

The move would be a huge setback for Google as Apple users account for about a half of the users of Google Maps on mobile devices. The two companies are increasing trying to compete with each other in various segments.

Analysts say that maps for important for the companies looking to offer products and services to the growing number of mobile data users. Maps remain one of the most popular features on smartphones, according to user surveys. Scott Ellison, analyst at the IDC tech research firm said that as many as 95 percent of smartphone owners use maps and 80 percent of mobile software applications have features linked to the user's location.

Advertisers can use the location information and offer a revenue opportunity for the companies looking to increase revenues through advertisement on new mediums.