The Location Intelligent

Enterprise

April 29th 2008

Louella Fernandes,
Principal Analyst, Quocirca Ltd
The location intelligent enterprise

• Trends
• The value of location
• Applying location to
business intelligence
• Industry landscape
• Recommendations

© 2008 Quocirca Ltd

Location relevance in the news…

• Credit crunch and American sub-

prime market
• The food crisis
• Mayor of London /US elections

© 2008 Quocirca Ltd

What is a location intelligent
enterprise?

An organisation that exploits

location information to enable
advanced business insight

© 2008 Quocirca Ltd

Map history

The Mappa Mundi Ptolemaic map

circa 1300 circa 1500

© 2008 Quocirca Ltd

A picture paints a thousand
words…
UK Sub Prime Exposure

Rank Constituency No. Sub prime Party

households penetration
at risk

1 Sheffield, 22,957 72.16 Lab

Brightside
2 Birmingham, 30,870 69.26 Lab
Ladywood
3 Nottingham 26,738 65.56 Lab
North
4 Liverpool, 23,155 64.60 Lab
Walton
5 Birmingham, 23,394 64.47 Lab
Sparkbrook and
Small Heath
6 Manchester, 24,089 63.47 Lab
Blackley
7 Birmingham, 18,451 63.31 Lab
Hodge Hill
Source: The Spectator using data from 8 Bootle 19,552 63.15 Lab
Experian and the Electoral Commission 9 Tyne Bridge 23,079 62.04 Lab
10 Belfast West 18,360 59.43 SF

© 2008 Quocirca Ltd

Consumer trends

• Location is ubiquitous
- Online mapping: Google
maps, Yahoo maps
- Mobile devices: location
based services, in-car
navigation, personal GPS
- Increased expectations
for localised online
experience

Stimulating
corporate awareness

© 2008 Quocirca Ltd

Use of Web 2.0 by industry

Professional services 21 29 46 4

Utility 21 41 38

High tech & telco 9 23 27 41

Retail supply chain 12 27 18 42

Financial services 7 29 21 43

Other large enterprise 9.5 14 33 43

Industrial 9 25 19 47

Travel and transport 4 11 36 50

Public sector 3 35.5 61

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Heavily Moderately Sparingly Not at all

250 organisations in US, UK and Germany

© 2008 Quocirca Ltd
Organisations with 1,000 or more employees
Business trends

• Information explosion:
businesses struggling
to gain insight from
enterprise data
mountains

© 2008 Quocirca Ltd

Business trends

• Data growth and diversity

• Demand for real time

insight

• Legal compliance

© 2008 Quocirca Ltd

Business trends

• Value from operational

systems

• Customer acquisition and

retention

• Transition to SOA

© 2008 Quocirca Ltd

Driving the need for
advanced business insight

Strategic

Tactical

Operational

© 2008 Quocirca Ltd

Addressed by business
intelligence (BI)

• Business intelligence
(BI) focuses on the
collection, integration,
analysis, and
presentation of
business information.

• An established and
growing market
• No 1 technology
priority for CIOs

© 2008 Quocirca Ltd

A myriad of technologies

Performance Master Data Scorecards

Management Management
Portals
Data Quality Analytics
Data Business
Warehousing Activity
Ad hoc Data Monitoring
Visualisation (BAM)
analysis
ETL
Statistical Data
Analysis Mining
Dashboards
Query & OLAP
reporting

© 2008 Quocirca Ltd

Topics

• Trends
• The value of location
• Applying location to
business intelligence
• Industry landscape
• Recommendations

© 2008 Quocirca Ltd

A common component of
enterprise data

ERP Operations

80% of
enterprise data
has a
geographic
Supply dimension
Chain CRM

© 2008 Quocirca Ltd

Location is vital to business

• Location is an essential part of most strategic

business decisions

Planning Promotion

Pricing Placement
Business
strategy

© 2008 Quocirca Ltd

The location intelligence evolution

Location intelligence
• Enterprise
application
integration
• Advanced
visualisation
• Predictive analytics
GIS
• Web services
• Traditional • More users
markets
• Departmental
• Expert user
Topics

• Trends
• The value of location
• Applying location to
business intelligence
• Industry landscape
• Recommendations

© 2008 Quocirca Ltd

Convergence of technologies

Location Business
Intelligence Intelligence
Where? Who?, What? When?

Location
Intelligent
Enterprise

© 2008 Quocirca Ltd

Benefits of enhancing BI with
location

• Leverage existing BI investment

• Enrich enterprise data

© 2008 Quocirca Ltd

Benefits of enhancing BI with
location

• Advanced visualisation

• Predictive analytics

© 2008 Quocirca Ltd

Topics

• Trends
• The value of location
• Applying location to
business intelligence
• Industry landscape
• Recommendations

© 2008 Quocirca Ltd

Industry landscape

Consumer on-line
mapping

Personal
productivity

Internet location
intelligence

Business
Intelligence

Database and
enterprise apps

Enterprise location
intelligence
1985 1995 2000 2005 2010
Industry landscape

Geospatial data

• NAVTEQ acquired by Nokia for $8.1 billion

• Tele Atlas were acquired by TomTom for $2.5
billion

1985 1995 2000 2005 2010

Industry directions

• “Google effect” on the enterprise

• Enterprise mashups/ BI dashboards
• Local online advertising
• Location based services

© 2008 Quocirca Ltd

Topics

• Trends
• The value of location
• Applying location to
business intelligence
• Industry landscape
• Recommendations

© 2008 Quocirca Ltd

Recommendations

• Executive sponsorship
• Identify location intelligence sweet
spots
• Recognise location data in enterprise
data management strategy
• Promote success

© 2008 Quocirca Ltd

A final thought

I keep six honest serving-men (They taught me all I knew);

Their names are What and Why and When And How and
Where and Who.

Rudyard Kipling, The Elephant's Child (1902)

© 2008 Quocirca Ltd

Thank you
Copies of this
presentation will be
available on request

Louella Fernandes,
Principal Analyst, Quocirca Ltd
Louella.fernandes@quocirca.com
Backup slide

© 2008 Quocirca Ltd

HOW SUB-PRIME LENDING AFFECTED ONE CITY
THE SUB-PRIME CRISIS IN CLEVELAND

© 2008 Quocirca Ltd

The food crisis

© 2008 Quocirca Ltd