Commercial benefits to organisations using geospatial mash-ups and open standards Norman Barker Consultant

ITT VIS/SSD Imaging systems for QuickBird, IKONOS, etc. 10+ years of R&D – Image processing, compression, image visualization – Integration of on-board sensor systems – Real-time streaming, advanced visualization Solutions integrated into government & commercial systems – Productized JPEG2000 technology as IAS – R&D, consulting, engineering – Integration of solutions into DoD/Intel architectures

Software Business Requirements Enterprise – Enterprise level software is software which provides business logic support functionality for an organization which aims to improve the organization's productivity and efficiency (Wikipedia) – Our customers are in the image processing business – how can we implement enterprise solutions such as processing workflow, management, dissemination, etc. ?

Enterprise Mash-ups – Setting the scene Service Oriented Architectures (SOA) Mash-ups as a Service (MAAS) Google Maps Yahoo Maps Microsoft VE … Cross the fence! Mr. A. Developer

ITT VIS mash-ups Server-side processing Client tiling API (GeoINT) Ship Awareness in polar regions with KSAT ESA flood alert LBS prototype

ITT VIS Business Case ITT VIS produce leading software in IDL, ENVI and IAS Very easy to use desktop applications Specialist dissemination software Supported by underlying technologies that can run equally well on all platforms and in headless environments Mash-ups enable us to move into the enterprise sector – we are not a middleware company

Pre Mash-ups Implemented desktop application Vendor standalone server solutions Branded – press release Maintenance Lots of loyal users Same market

Post mash-ups Same client facing brand depending on developer choice – Google Maps, Virtual Earth, Yahoo Maps, OpenLayers Complicated business services are hidden behind a familiar interface Mash-ups are demonstrating and driving open standards The portal technical developers pick the best components to create their business services

Current Mash-up disadvantages to businesses Generally no SLAs for mash-ups such as – Live GeoRSS feeds – WMS servers Problems with screen scraping (who owns the data, including the processing we offer?) Technology needs to catch up with aspirations (e.g. J2EE portals, OGC WMS) Can we (the service provider) support offering an SLA? Business Model? Standards and APIs are ‘always’ changing from a business view point Note: Google offer an Enterprise SLA

Mash-up benefits to companies Lowers the entry level to enterprise deployments Data provision already in place Intuitive use to customers Currently OSS and business is driving Google, Microsoft, and Yahoo to implement features We are dealing with other software businesses – not customers, an easier sell – Different technology sectors – Different business sectors, e.g. Law Open Standards and mash-ups create a level playing field

Business Models (technical) Is there a business model, apart from it being really cool and lying to the boss? – Payment per transaction, shared amongst the chain? – Fixed cost? – Server enable a desktop app at cost ? (License issues) – OSS? – EOPortal -

Business Models (social) Network Effect Build community Contextual Ads Syndication e.g. MySpace

Mashable – Social Networking 2.0! Need to use business oriented social network sites for the EO community – greater collaboration for mash-ups / services! – e.g – How are management going to manage the techies? – Social Networks are based on trust Advertising is also a valid business model in most social network sites – however smaller players lose out in the Geo-Spatial Services Social Network

Mash-up Symbiosis In the Web 2.0 mash-up era companies have to live together and depend on each other A9 Maps Usage needs to be big enough to cope with some withdrawals/failures Open standards protect smaller players

Can we charge for Mash-ups? No ….. Status Quo for Application Development – Web 2.0 is the standard user interface for customers now – Book holiday online – Pay bills online – Process images online! Yes ….. – Mash-ups are creative – Mash-ups address business needs – Collaborative agreements – Charge for syndication – Social Need

Social Networking – Our customer database – Not a user of this Jpeg2000 technology Upload data periodically during a ship’s exercise – Live feed – Mash-up! Example – ITT VIS / KSAT

Old Approach Still valid – No development overhead, just ship the CD – Same for all users

Ship Awareness Service We have the technology IAS We have the FTP site where images are uploaded Create live feed of data uploads Could mash-up other data sources (Weather for example)

KSAT Service

Benefits Reached a new market User satisfaction Simplified deployment model Quick to develop / deploy Mash-ups (but not the term) are familiar to the user Financial benefits – TBD!!

Demonstration