From their reference doc:

The mapcode system was revived and worked out in 2006 when TomTom decided to expand their operations to countries like India and China. It was difficult to sell navigation devices in these countries, among other things because a significant part of the population lives without address, lacking not just house numbers but often even street names, which often made it hard or even impossible to enter a destination. It was thought that the introduction of a simple and ubiquitous system for representing locations (and hence destinations) would in due time make navigation devices as welcome there as anywhere else.