1. The Appliance of Science
Community-Based Map Making
Rik Temmink
Vice President, Global Product Management
The Location Business Summit Europe
April 28-29, 2010 - Hotel Okura, Amsterdam
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2. What I’ll talk about…
• How building & maintaining digital maps has changed
over the last couple of years
• Why this matters to you and how it enables better
location-based user experiences
• The next wave of innovation and opportunity that is
just around the corner
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3. Wave One
Enabling user participation

4. Users like contributing their local knowledge
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5. But how could you do that on one of these?
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6. TomTom Map ShareTM
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7. TomTom Map ShareTM
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8. TomTom Map ShareTM
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9. TomTom Map ShareTM
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10. TomTom Map ShareTM
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11. TomTom Map ShareTM
• Success by the numbers…
– 11.5 million Map Share reports uploaded
– 2 million PND devices contributing Map Share reports
– Tens of millions of PND devices downloading improvements
– >1.7 trillion anonymous GPS measurements collected
• …despite many challenges
– Can only “patch” certain attributes
– Need to re-apply fixes to map updates
– User interface can be tricky
– Etc.
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12. Wave Two
Going beyond map patching to building better
content, faster

13. Summer 2008: It’s a new world…
• TomTom acquisition of Tele Atlas completed
• Full integration of TomTom Map Share input and GPS
measurements into Tele Atlas map building process starts
1.5M edits
15 attributes
1.25M edits
9 attributes
500,000 edits
5 attributes
200,000 edits
50,000 edits 3 attributes
2 attributes
Q4 Q1 Q2 Q3 Q4
2008 2009 2009 2009 2009
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14. Most commonly asked question:
Wisdom of the crowds?
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15. Most commonly asked question:
Or controlled process
under laboratory conditions?
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16. Our answer:
The Appliance of Science
Combining massive amounts of local user knowledge,
knowledge
driving behaviour and authoritative content with smart
statistical processing and controlled quality
processes to build the freshest, superior-quality map
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17. Example: Direction of traffic
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18. Example: Direction of traffic
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19. Missing & superfluous geometry
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20. Missing & superfluous geometry
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23. From describing the road network to describing behaviour
Origin-Destination Analysis
Based on:
• Nearly 600,000 real-world trips
• 1.7 million hours of driving
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24. 3rd-party example:
Skyhook SpotRank
SpotRank is a new data intelligence service from
Skyhook. SpotRank predicts the density of
people in predefined urban square‐block areas
worldwide at any hour, any day of the week.
Developers and advertisers can use this
groundbreaking behavioral intelligence data to
serve location‐based content and ads in cool new
ways never envisioned before.
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25. Wave Three
Consumption of content & creation of content
become one

26. Moving towards full, real-time user participation
• As we perfect our unique processes, boundaries
between application usage and community input will
blur and eventually disappear completely
– Usage of the application creates real-time map feedback and
original location content
– Community input from each individual user is processed into
map improvements and original content and returned to the
entire user community in real-time
This next step requires bi-directional integration of consumption and
creation of content that very few companies can deliver!
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27. TomTom example:
HD Traffic
• HD Traffic is a real-time traffic information
service created by fusing cellular hand-off
data, incident reports and real-time GPS
measurements
• Users of connected TomTom PNDs
(600,000+ units sold to date!) are already
not only users of HD Traffic, but also a
significant originator of traffic information.
• As the installed base of connected PND
users grows, it will drive a virtuous circle
where increased usage of the service and
quality of the service reinforce each other
continually.
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28. 3rd-party example:
Foursquare on Windows Phone 7
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29. Conclusions
• Community-based map building
– Is about fresher maps & new rich content, not about cost savings
– Is more scientific and objective than traditional map building
• We have come a long way in a short period of time
– Enabled much better user participation and engagement
– Delivered higher-quality, fresher map content
– Found a commercially viable model for global map coverage
– Created new kinds of “behavioural” content
• This is only the beginning!
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