I think what we will see in the maps arena is multiple-country specific maps sites popping up, like a map site specific to Poland for example. Physical businesses will then have a real hassle making sure they have a presence on ~10 different mapping sites, instead of just Google Maps.
Ironically it will make getting around Europe more difficult. I have lived in Poland and there are a lot of business absent from Google Maps, and a lot of cities not present on Google Maps transit.