Mapping/LBS applications require 3 core engines, namely Mapping, Routing and Geocoding. The latter is often overlooked, but Geocoding is the fundamental component of all Mapping and LBS applications. If you don’t have a lat/lon, then how do you find a map, how do you get from a to b, how do you plot your data? This paper will give a whistlestop tour of the basics of mapping and routing engines and then do a deep dive on Geocoding. It will suggest that we have solved routing and mapping, but we have a lot of work to do with Geocoding.