Liz Ratcliffe's presentation in the 2nd Workdshop on usability of geographic information, 23rd March 2010 at UCL, London. See details at http://www.virart.nottingham.ac.uk/GI%20Usability/index.html

1. Using Geographic Information
Liz Ratcliffe
Head of Product Marketing & Propositions
„2nd Workshop on Usability of GI‟
Tuesday 23 March 2010
Department of Geography, UCL
Acknowledgements to Wikipedia and Google for geographic images used in this presentation

3. Economic
• Recession
Political • Rising oil prices
• Inspire
• Unemployment
• General Election
• Weak business investment
• Making Public Data Public
• House building remains slow
• Government Bills
Geographical Data Societal
Providers • Growth in crowd sourcing
• Consumers expect transparency
Technological • Consumers want to be involved in
• Internet is 24/7 product development
• Smart phone & devices increase • Consumer very vocal
functionality
• Rise of social networks
• Web goes Smart
Legal & Ethical
• Rise of the “Freemium” model
External Drivers • Corporate Social Responsibility
becomes critical

4. GI Landscape in constant flux
Google, Yahoo,
Microsoft, MultiMap
Blom, Bluesky,
Get Mapping
Infoterra, IA,
GeoInformation Group,
Navteq, TeleAtlas
eMapsite,
InterMap,
LandMark

5. „Traditional‟ Customer Drivers
Consistent look &
More Features feel
Instant access
More Attribution
Free data
Access to
Cheaper data development
The Thinking
Customer
tools
Only want to pay
Simpler licensing
for what they use
More Formats Plug & Play data

6. Who is the Customer??
• “Data providers” are faced with a growing number of different
user groups for their products:
• Business to Consumer
• Business to Business
• Business to Government
• Business to Government to End User
• Government to Citizen
• Government to Business
• End-User to Business
• End-User to End-User
• Citizen to Government

7. How are they using data?
• The National Geographic Society identifies five broad
key themes for use of geography:
• location
• place
• human-environment interaction
• movement
• regions

8. Location is a position or point in physical space that something
occupies on the Earth's surface

9. Emergency response
• Incident reported
• Nearest ambulance standby
point
• Quickest route to hospital
• Congestion/road works?

10. Safety analysis
Road safety
Providing statistical
analysis linking road
accidents by location to
the positioning of safety
cameras
Deaths
Serious injuries
Safety cameras

11. Crime analysis

12. Place is any portion of space regarded as measured off or distinct
from all other space

16. Human – Environment Interaction

21. Tracking Disease: World Health Organisation &
Google

22. Movement

23. Real Time Transit Info
Bay Area Transit Police, California

25. Austroads – Intelligent
Access Programme
The use of intelligent
transport systems in Australia could reduce
greenhouse emissions by between 0.5
percent and 1.5 per cent estimated to be
worth between $50 million and $150 million
per annum

26. Regions

33. Summary
• The traditional customer-base of those utilising geographical
information is changing
• The type of use of Geographical Information is constantly on the
increase and is becoming more and more diverse
• Data providers are being forced to provide data in more and
more formats and are also finding ways in which to ingest crowd
sourced content into their product offerings
• How can data providers ensure that their product offerings are
optimised for the different customers that are using them for a
variety of different applications, now and in the future??????