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Community Input and the 'Appliance of Science': What's driving the latest innovations in map making?
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 Copyright © 2010 TomTom. All rights reserved. DO NOT FORWARD WITHOUT OWNER’S PERMISSION.
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 © 2010 TomTom 2
3.
Wave One Enabling user
participation
4.
Users like contributing
their local knowledge © 2010 TomTom 4
5.
But how could
you do that on one of these? © 2010 TomTom 5
6.
TomTom Map ShareTM ©
2010 TomTom 6
7.
TomTom Map ShareTM ©
2010 TomTom 7
8.
TomTom Map ShareTM ©
2010 TomTom 8
9.
TomTom Map ShareTM ©
2010 TomTom 9
10.
TomTom Map ShareTM ©
2010 TomTom 10
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. © 2010 TomTom 11
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 © 2010 TomTom 13
14.
Most commonly asked
question: Wisdom of the crowds? © 2010 TomTom 14
15.
Most commonly asked
question: Or controlled process under laboratory conditions? © 2010 TomTom 15
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 © 2010 TomTom 16
17.
Example: Direction of
traffic © 2010 TomTom 17
18.
Example: Direction of
traffic © 2010 TomTom 18
19.
Missing & superfluous
geometry © 2010 TomTom 19
20.
Missing & superfluous
geometry © 2010 TomTom 20
21.
© 2010 TomTom
21
22.
© 2010 TomTom
22
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 © 2010 TomTom 23
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. © 2010 TomTom 24
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! © 2010 TomTom 26
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. © 2010 TomTom 27
28.
3rd-party example:
Foursquare on Windows Phone 7 © 2010 TomTom 28
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! © 2010 TomTom 29