* TomTom rumoured to consider selling unit - report
* TomTom says mapping, content assets are core to strategy
* Shares rise 0.6 pct
AMSTERDAM, March 24 (Reuters) - Dutch navigation and digital map maker TomTom (TOM2.AS), which is struggling with competition from map offerings by Google and Nokia, said it is not looking to sell its mapping unit, denying a report it might consider a sale.
TomTom executive committee member Taco Titulaer told Reuters on Thursday its mapping division, formerly known as Tele Atlas and part of TomTom's content assets, is not up for sale.
"Our content assets are core to our strategy and product offering," said Titulaer.
"TomTom is not considering to divest or sell those assets, which includes mapping."
TomTom bought the digital map maker Tele Atlas in 2008 for 2.9 billion euros, in part to prevent rival Garmin Ltd (GRMN.O) from getting its hands on the digital maps and also to use the maps for new revenue streams by building a content and service business.
Mergermarket had said TomTom has been rumoured to consider selling its mapping division, citing two industry sources.
One source was cited as saying Google was phasing out its partnership with TomTom and that location-specific content has lost some of its lustre due the rise of Web sites and services such as Twitter, foursquare and Facebook.
Google (GOOG.O) maps and Navteq, which is owned by Nokia (NOK1V.HE), are TomTom's commercial rivals in the digital mapping market, which has seen increased offerings of maps on mobile phones, sometimes free of charge.
TomTom shares were up 0.67 percent at 0854 gmt, outperforming a flat blue chip index .AEX. (Reporting by Roberta B. Cowan; Editing by Hans Peters)
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