Web mapping is the process of using maps delivered by geographical information systems (GIS). Since a web map on the World Wide Web is both served and consumed, web mapping is more than just web cartography, it is both a service activity and consumer activity. Web GIS emphasizes geodata processing aspects more involved with design aspects such as data acquisition and server software architecture such as data storage and algorithms, than it does the end-user reports themselves. The terms web GIS and web mapping remain somewhat synonymous. Web GIS uses web maps, and end users who are web mapping are gaining analytical capabilities. The term location-based services refers to web mapping consumer goods and services. Web mapping usually involves a web browser or other user agent capable of client-server interactions.