What competition? There was never anything on that level before Google Maps came around. It's not like Mapquest ever offered similar functionality. Google didn't invent GPS mapping, but they did seem to invent combining it with a bunch of really useful other information like business addresses, hours, reviews, photos, easy searching, etc. And that doesn't even include stuff that isn't useful in cars, like walking/biking directions, public transit directions/hours/etc.
Would we have gotten all this without a near monopoly like Google? The only thing I've seen that comes close is Apple Maps, and that too is backed by a gigantic company with its tentacles in many things. Some company that only does maps isn't going to have access to all that data, so you'll just get a program that makes pretty maps that's only useful if you know the GPS coordinates for something, which of course no one does.