Bark peeling from Maple tree

I have a mature Maple tree in my yard with bark coming off one of the major branches, see photos.  By all other appearances (for all I know), the tree is healthy.  Any ideas what this is, or what I should do about it? I really don't want to lose the tree.  Despite various internet searches I haven't been able to identify cause or appropriate action.  

Thanks. 

unfortunately that limb may be dead. I have a small Japanese maple that lost some bark over the winter and needs to be cut.

Call the arborist company of your choice and ask them to take a look at the tree. They can tell you if the limb is dead or recommend treatment if the limb/tree can be saved.  

The limb probably should come off. The exposed wood will begin to deteriorate and weaken causing the limb to fail.  Look below the limb on the trunk.  Is the bark coming off there also?

Here's another view, it looks worse than I thought.  I'm going to call Maplewood Tree Experts, any others I should consider?

We like Bartlett - but Maplewood, Carew, et al should be fine.