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