1. Copyright © 2008 Tele Atlas. All rights reserved. Navigating the Future: Mapping in The Long Tail Pat McDevitt, Tele Atlas

2. Copyright © 2008 Tele Atlas. All rights reserved. Where 2.0 2 “All politics is local.” “the universe is relative.”

3. Copyright © 2008 Tele Atlas. All rights reserved. Where 2.0 3 The Long Tail of Map Content ‘Hit’-Based ‘Niche’-Based

4. Copyright © 2008 Tele Atlas. All rights reserved. Where 2.0 4 The Long Tail of Map Creation 1980 Create Compile Enable 19952005 Filter 2008 1.Create your own content. 2.Compile, verify & normalize 3 rd -party content. 3.Develop enabling tools & do more of #2. 4.Filter user & community content.

5. Copyright © 2008 Tele Atlas. All rights reserved. Where 2.0 5  Accurate street centerlines  Functional/routing road class  Generalized features  Administrative boundaries  Time-of-day speed restrictions  Relative elevation of roads  HazMat restrictions  Bridge height & weight limits  Popular parks, sunset vantages  Scenic routes, shortcuts, tours  Clean restrooms  Best sushi in San Francisco  Direction of travel (one-ways)  Turn restrictions  Street names  Exit sign text Navigating the Future: Paleogeographers & Neogeographers Visible & Verifiable Protocols

6. Copyright © 2008 Tele Atlas. All rights reserved. Where 2.0 6 Visible & Verifiable You! Social Dynamic Recommendation Wiki Protocols Community Feedback Navigating the Future: Paleogeographers & Neogeographers

7. Copyright © 2008 Tele Atlas. All rights reserved. Where 2.0 7 Thank You! patrick.mcdevitt@teleatlas.com +32 (0)9 244 9041