3. The apparatus of claim 1 , further comprising a local database comprising at least one of the following: a multimedia database for storing multimedia data items associated with metadata; the geocoding database; and a language database for retrieving the preferred language based on the country information.
1. A server apparatus comprising: at least one processor; and at least one memory including computer program code; the at least one memory and the computer program code configured to, with the at least one processor, cause the server apparatus to: receive from a mobile device of a first user a multimedia data item associated with metadata, the metadata comprising geographic location data, the multimedia data item is captured by a proprietary application of the mobile device and the metadata for the captured multimedia data item is retrieved by the proprietary application from metadata elements of the mobile device, wherein the proprietary application in the mobile device is a client application of a service whose server application is running on the server apparatus; perform reverse geocoding, by the server application, from a geocoding database, for determining first address information for the geographic location data, using a first search language; determine, by the server application, country information from the first address information; retrieve, by the server application, a preferred language based on the country information wherein the preferred language comprises at least one official language of a country determined based on the country information; perform, by the server application, reverse geocoding from the geocoding database, for determining second address information for the geographic location data, using each official language of the preferred language; define, by the server application, a plurality of search codes of the geographic location data using the first address information and the second address information, the plurality of search codes comprising at least one search code defined using the first address information and at least one search code defined using the second address information; concatenate, by the server application, the plurality of search codes with a separator to form a concatenated set of search codes; and store, by the server application, the concatenated set of search codes to the metadata as a searchable metadata element for subsequent retrieval of the multimedia data item by a second user based on any of the plurality of search codes of the searchable metadata element.