Platform as a Service - SIGsig.org/docs2/S22_Platform_as_a_Service... · •Increasing use of and reliance on ‘big data’ technologies that enable the analysis of vast quantities

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NV

ER FALL

SU MMIT

2014

Democratizing Location Information

through Mapping

Platform as a Service:

PA Consulting Group

Nick SempleManaging Consultant

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DE

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ER FALL

SU MMIT

2014

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© PA Knowledge Limited 20133

DEMOCRATIZING LOCATION INFORMATIONMapping Platform as a Service

October 2014

Nick Semple (PA Consulting Group)


PA is a 2,500 person, global management consulting, technology and innovation firm and a leading independent sourcing advisor

• Over 650 sourcing engagements for over 500

clients. Sourcing is 20% of our revenue

• Full Lifecycle – from sourcing strategy through

managing transactions to service transition and

business transformation

• Independent from sourcing providers,

technology and solutions

• Robust framework, tools & templates –

rapidly customize to client needs.

Introduction

We are leaders in Geospatial technology

Strategy, Business Cases and Roadmaps

We are the authors of two GIS ROI books –

with ESRI and with GE Digital Energy

We are regularly engaged to support clients in

technology roadmap/strategic plans

Differentiated from traditional GIS Consultancy

firms as we operate at senior levels seeking to

transform business performance


And…

Introduction


How many of you are familiar with the term:

• Location Based Services

• Geospatial Technology

How many have applied it within their organization?

Before we start…quick poll


Democratizing location info. through mapping Platform as a Service

Rapid expansion of location based services has familiarized mapping interfaces.

Within businesses, skills have typically resided within the domain of GIS specialists.

However, consumer acceptance is driving the need to democratize location information,

providing that capability across the business (eg sales) and customers.

This is shifting the delivery of these services from internally hosted applications to new

Platform as a Service (PaaS) models.

Today we will

Learn how location information is being used across business functions to drive business

value

Learn about the shift from internally supported to Platform as a Service operations

Learn about the possible benefits to leverage the PaaS for faster and richer interactions

with customers

Learn about key considerations when sourcing mapping PaaS.

Agenda

Introduction


Phenomenal growth of smartphones continues…

Location Information Trends


…reaching significant penetration across many markets…



…and increasing in features and capability



Real “Personal Computing” power now rests in our hands!

Available anytime, anywhere...



In parallel, maps have begun to transform our lives…

They have changed the way we get from A to B…

…and the way we discover and interact with our surroundings…

…providing more intelligent ways to search for information



Our interaction with our surroundings continues to grow…



Our interaction with our surroundings continues to grow… Augmented reality – enhancing our environment with information



Our interaction with our surroundings continues to grow… Smart homes – adjusting our environment to our preferences/location



Our interaction with our surroundings continues to grow… Wearables – increasingly tracking our vital signs

Retail revenue from smart wearable devices, including

smart watches and glasses, will reach $19 billion by 2018

compared with $1.4 billion in 2013 - Jupiter Research

Smartwatches launched in last 24 months

“How would you be interested in wearing/using a

sensor device, assuming it was from a brand you

trust, offering a service that interests you?”

Source: North American Technographics – Consumer Technology Survey , 2013

Source: Forrester Research, Inc.



HOW ARE COMPANIES RESPONDING?


Companies are responding by exploring opportunities across a number of application domains

Collecting data – Big Data

• Who are your customers?

• Where are your customers?

• What are your customer

preferences, influencers and

intent from social media

Developing marketing offers that

can be tailored and personalized

Driving to increase engagement,

brand recognition and

monetization opportunities

Analyzing and assessing the data

to generate insight

How companies are responding


Technology options and customer touchpoints are expanding

Many technology options for

location based commerce…

…with customer touchpoints

expanding over time



Retail – in store location information (iBeacon example)

• iBeacon introduced with iOS 7

• Technology based on Bluetooth Low Energy

• Provides proximity and geolocation services

• Enables contextual information to the user

• No need to “pair” Bluetooth devices



Supermarkets – use case scenarios

Shelf CheckColleagues will be able to check products display

compliance on shelves as they walk in store via

dedicated Glass app and smartwatch integration

Stock CheckColleagues will be able to verify stock availability using

a Glass app which scans product barcodes and inform

customers instantly

Price CheckCustomers will be able to check the savings they are

making when buying products from the retailed via a

dedicated Glass app which scans barcodes and

returns comparative prices at major supermarkets

Click & CollectColleagues will be notified directly on their Glass

devices and smartwatches of customers arriving at the

store to collect orders to speed-up collection process

Smartwatch

$



Utility – combining location information with wearable capability

Directions Surroundings

Equipment identification Asset details

Expert advice



A picture is worth a thousand words – migrating analysis from spreadsheets and databases to geospatial technology such as maps

Display helpful informationSandy Crisis Map (Google)



However, companies are struggling to organize and manage the data they have and make it accessible where and when it is needed

• Much of the information is

unstructured data

• Technical challenge to organize

the data, manage it, and provide

it to different stakeholders rapidly

• Information remains silod in parts

of the organization

• Much of the information is still

maintained and controlled by

‘experts’ – eg GIS specialists

• Investments in infrastructure

compete with other priorities

Delays in exploiting business data for the various

stakeholders across the business who need it



How many of you are facing similar challenges with:

• Struggling to managing large amounts of unstructured data?

• Information that remains silod in parts of the organization?

• Investment in infrastructure never seems sufficient?

Quick poll…


UNDERSTANDING THE GEOSPATIAL MARKETA changing landscape


Geospatial industry constitutes a complex ecosystem of companies

• Data acquisition via

surveying, positioning,

space, aerial and ground-

based sensing

• Data processing via image

processing, photogrammetry

and laser processing

• Data modeling through

DEMs, 3D models

• Data analysis, Data

visualisation and decision

support systems

• Data publishing and

printing

Source: Geospatial Workflows Redefining Industry Ecosystem, Geospatialworld.net

The Geospatial Market

http://www.geospatialworld.net/Paper/Cover-Stories/ArticleView.aspx?aid=30532


The geospatial market is growing and changing

• Global geo-services market is $150Bn - $270Bn of which the GIS software

market expected to reach $10.6Bn by 2015 and is growing at 10% CAGR

• The top 6 firms – ESRI, Autodesk, Hexagon, Google Inc., Pitney Bowes, and

Bentley Systems – held 73% market share – and the market continues to

consolidate

• Apps are driving new services and businesses

• GIS vendors specializing in industry verticals with specific data and analytics

• GIS vendors diversifying their business – industry specific information

lifecycle and workflows

• Larger organisations adopting GIS as an enterprise technology platform for

location analytics integrated into BI solutions

• Emerging markets – regional solutions adapted to needs in emerging

economies



Geospatial technology ecosystem is evolving

• Technologies supporting GIS are becoming better - faster distributed

computing, increasing network bandwidth, pervasive mobile technologies and

wide acceptance of web services as computing platform

• GIS going mainstream - Democratization of GIS via web – Google, Microsoft

and others have introduced mapping and visualization to the masses and in

everyday life.

• Increasing volume of geospatial data - geospatial data is expanding (e.g.,

satellite and airborne digital cameras, LIDAR, GPS, etc.) - creating more precise

and comprehensive data for GIS professionals to work with

• 3D and 4D visualisations, indoor positioning, augmented reality and

crowdsourcing are the emerging areas in GIS market.

• Evolving workflows with deployment of real-time information systems -

Technology advancement in modern airborne and ground-based sensors will

support on demand generation and delivery of data.



Key challenges going forward

• High demand for skills – mobile interfaces and cloud development

• Open standards: Open Geospatial Consortium (OGC) standards are mature,

but new standards required for adjacent applications e.g. social media

• Stronger policy and legal frameworks for data privacy

• Dynamic geospatial systems that use multi-source content from different

sensors and software solutions that streamline the creation of actionable

intelligence. This will enable organisations to deliver context relevant “Smart

Maps” to users.

• Increasing use of and reliance on ‘big data’ technologies that enable the

analysis of vast quantities of information within useable and practical timeframes

• Semantic technologies to contextualize and link new data to add value to

existing data

• As a Service models increase - platform as a service (PaaS), software as a

service (SaaS) and data as a service (DaaS) all offer opportunities



MAPPING PAASExample – Google Maps Engine


A PaaS solution enables rapid information deployment while web interfaces ‘democratize’ access across a broader set of stakeholders

• Core platform capabilities

to create, share, manage,

store, scale & collaborate

around the data

• PaaS core data enhanced

by company and other 3rd

party data

• Familiar web-based user

maps interface reduces

learning curve and

increases adoption

• Supports delivery of core

benefits to the

organization and it’s

customers

Mapping Platform as a Service


Example of Google maps for business



How it works - horizontal slicing



Google Maps Engine - your data on Google’s infrastructure -created to make it easy for organizations to make and share maps

Automatic scaling

Purchase serving &

storage as needed

No need to decide on

RAM, CPU, region etc.

Global replication

Zero configuration



SOURCING CONSIDERATIONS


• Familiarity with geospatial technologies

• Business ambition & vision

• Need for speed and agility in the market

• Strategic technology alliances

• Cloud comfort

• Culture change

Key business considerations for mapping PaaS decisions

Sourcing Considerations


It’s about business value!

1. Why invest (or reinvest) in a particular geospatial

solution… “what value does it have for my

business, customers and stakeholders”?

2. When will we realize the benefits? (payback)

3. Who will deliver these benefits and operate the

solution moving forward? (and what will it cost e.g.

TCO)

4. How much capital and operational investment is

required now and on-going?

5. Does the economic (financial) case make sense?

e.g. NPV, IRR

And… “What are my alternatives for achieving the

same or better outcomes?”

Typical uses:

• Justifying new implementations

• Prioritizing new investments

• Justifying upgrades

• Planning for complex programs

(strategic roadmaps)

• Identifying unrealized benefit

opportunities

• Justifying additional investment

e.g. data clean-up

PA’s ROI based methodology aims to help answer 5 critical questions asked by

Executives...



Many people approach ROI the wrong way around – and requirea fundamental shift in thinking…

Benefits Sought => Requires => Specific Investment

Start with the end-in-mind – the benefits. First state what

the business needs to achieve (e.g. reduce OpEx by x%, increase

booking conversion rate); and then determine what level and pace of

investment will achieve that outcome

Investment => Drives => Benefit

This is typically how people think about justifying expenditure



• Existing investments (people, process, technology) in GIS

• Thick vs thin client application requirements

• Need for integration to other systems

• Reliability, availability (SLAs) and disaster recovery

• Security and privacy concerns

• Integration with cloud offerings (big data, analytics etc.)

• Software licensing & pricing (what’s included and what’s not)

• Intended use

• Volume tiering

• Multiple SKUs

• Future functionality

Key technology considerations beyond ROI



EXAMPLES


Integrated Google Maps into a BI interface, such as Qlikview, to identify prescribing outliers and manage medical costs

High prevalence,

High cost practices

are targets for in-

depth cost analysis

Focus on specific

neighborhoods…

Spot prescribing outliers at a glance. Which practices have high Diabetes prevalence, and why

the wide cost variation?

Example of implementation for NHS England:

Example Applications


The Met Office delivered their first global amateur weather portal to capture data from the public to augment its own weather data

Benefits

• Ability to launch social / crowd-sourced applications rapidly

• Rapidly scalable to match demand

• Minimal up front investment and operating costs which encourages innovation

Using Google geo and cloud:

• Provided a social platform that

automatically scaled up and

down as demand dictated

• Used a hybrid cloud/behind-

the-firewall architecture to get

the cloud-scale processing

and maintain personal data

securely

• Costs $70 per day to run



PA helped the NHS prove the value of location, cloud and big data using Google Geo, Cloud and Big Query Technology

The NHS wanted an inexpensive way

to process very large data sets – over

a billion rows.

The HES anonymized data set

includes all admissions, outpatient

appointments and Emergency visits in

England for over 15 years

Using Google Geo, Cloud and

BigQuery the solution provided:

• Very cheap data storage costs ~ 12

cents per Gb per month

• Very quick query times – querying

200 million records in less than 20

seconds

• Integrated with other Google tools

for very rapid proof-of-concept – a

few days instead of months

• Ability to combine consumer, social, geographical and

product data on a huge scale

• Secure storage of massive data volumes at low cost

• Ability to quickly integrate toolsets



• Sky Snapper was built as part of

the 2014 Space Apps Challenge

by a team from PA Consulting

• The idea was to enable large

scale collection and analysis of

sky (or air) quality data from

around the globe

• The product – 'Sky Snapper' –

analyses the color of the sky

from user-submitted

photographs combined with data

from air monitoring stations, to

monitor and visualize how much

pollution might be in the air

PA team wins NASA Space Apps Challenge with the 'Sky Snapper’



Key lessons learned

Summary

• Location based & geospatial technology is becoming pervasive

• Have a big vision

• Develop a roadmap – transformation and quick-win opportunities

• Select vendors for alignment & agility, not lock-in

• Pay attention to contract terms & privacy

• Understand the small print on licensing

• Start the journey….


Democratizing location info. through mapping Platform as a Service

Learn how location information is being used across business functions to drive

business value

Learn about the shift from internally supported to Platform as a Service

operations

Learn about the possible benefits to leverage the PaaS for faster and richer

interactions with customers

Learn about key considerations when sourcing mapping PaaS.

Summary

Summary


Key contacts

Nick [email protected]

+1 213 479 2785

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Questions ?

DE

NV

ER FALL

SU MMIT

2014

Session #22

Platform as a Service: Democratizing Location Information through Mapping

Nick [email protected]

+1 213 479 2785

Platform as a Service - SIGsig.org/docs2/S22_Platform_as_a_Service... · •Increasing use of and reliance on ‘big data’ technologies that enable the analysis of vast quantities

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