This is an answer to your unasked question: NAVTEQ. Had you asked, the question would have been: Who supplies the GPS and related content for the Fujifilm FinePix F550EXR and XP30 cameras?
The F550EXR comes with a built-in GPS functions, as does the FinePix XP30, the latter being a water-, shock-, dust-, and freeze-proof model.
NAVTEQ map coverage spans 85 countries in six continents. The map features points of interests in more than 50 categories including restaurants, tourist attractions, shops and hotels. Thanks to more than 500,000 locations included within the map, both FinePix models will recognize your location and display it, either as longitude and latitude, or by place name. A tag is then placed on the image which, when using place names, can easily be searched for, enabling users to quickly find shots of a specific location or point of interest. Once images are found using the search function, it’s simple for users to create a photobook using the Photobook Assist function.
Characteristic functionality is also provided by the Photo Navigation function in the FinePix F550EXR and FinePix XP30, where a user can find his/her way back to the place where a photo was taken. For example, if a user takes a photo at a restaurant she would like to return to, she can easily search the location using the location data embedded with the image. Additionally, the location data can provide the user with the distance and directions needed to travel from his existing location to the destination.