This reminds me of the Micro Four Thirds model, where smaller camera manufacturers teamed up to fight Canon and Nikon. This looks like a bunch of smaller map companies trying to stay relevant.
(edit: the below is incorrect, please see boise's reply below) FWIW, I believe none of the founding members generate their own mapping data the way that Google, the Census, or Here.com do. They mostly republish Census/USPS data along with relicensing ESRI or Here spatial data. So it's not even a consortium of data creators, but more like an interop group that's trying to create a competing standard to what's already out there.