1. Meeting enterprise requirements with mash-ups Sean Phelan Founder & Chairman

2. Page 2 Confidential Technology Diffusion When does the Enterprise Get It? One answer: Enterprise customers deploy new technologies as and when they reach acceptable levels of stability and reliability, and can be shown to deliver competitive advantage (yawn). Another answer — Tim O’Reilly’s Hacker Cycle: Leading-edge developers (hackers) experiment with a new technology and/or application; Innovators and/or entrepreneurs recognise commercial applications of the hacker’s work, create 1st-generation products & services; Established vendors acquire and/or copy entrepreneurial start-ups, sell high-end products and services to enterprise customers. Applying either or both approaches, where do map mash-ups stand today?

3. Page 3 Confidential Gartner Hype Cycle 1. "Technology Trigger” The first phase of a Hype Cycle is the "technology trigger" or breakthrough, product launch or other event that generates significant press and interest. 2. "Peak of Inflated Expectations" In the next phase, a frenzy of publicity typically generates over-enthusiasm and unrealistic expectations. There may be some successful applications of a technology, but there are typically more failures. 3. "Trough of Disillusionment" Technologies enter the "trough of disillusionment" because they fail to meet expectations and quickly become unfashionable. Consequently, the press usually abandons the topic and the technology. 4. "Slope of Enlightenment" Although the press may have stopped covering the technology, some businesses continue through the "slope of enlightenment" and experiment to understand the benefits and practical application of the technology. 5. "Plateau of Productivity" A technology reaches the "plateau of productivity" as the benefits of it become widely demonstrated and accepted. The technology becomes increasingly stable and evolves in second and third generations. The final height of the plateau varies according to whether the technology is broadly applicable or benefits only a niche market.

4. Page 4 Confidential Gartner 2006 Emerging Technologies Hype Cycle Source: http://www.gartner.com/it/page.jsp?id=495475 Mash-ups AJAX Web 2.0

5. Page 5 Confidential Enterprise-ready?

6. Page 6 Confidential How to add Geospatial capabilities to Enterprise data 1980 — 1999:Buy a GIS (ESRI, Laserscan, Mapinfo); license data; recruit team; integrate enterprise & geospatial data. 2000 — 2005: Provide browser-based access to enterprise data (intranet); link to external map services. 2003 — present: use Web Services (XML) feed to incorporate externally-hosted Geospatial capabilities into internal & external-facing applications (server-side integration) 2006 onward: use XML/AJAX/JSON feed to incorporate externally-hosted Geospatial capabilities into internal & external-facing applications (client-side integration, or mash-up)

7. Page 7 Confidential Difficult & Expensive Implementation Complexity Client-side vs. Server-side integration Quick, Cheap & Easy Buy a GIS Link to a map XML Services Full ASP Service Mash-up Server-side Integration Client-side Integration (No programming) (Programming)

8. Page 8 Confidential Simple, basic mapping Rich & extensible Functionality Holy Grail: Quick, cheap, easy with rich & extensible functionality Buy a GIS Link to a map XML Services Full ASP Service Mash-up ? Difficult & Expensive Implementation Complexity Quick, Cheap & Easy

9. Page 9 Confidential Multimap XML traffic as share of all B2B traffic

10. Page 10 Confidential Multimap XML Services as share of all new live services

11. Page 11 Confidential Transition from HTML to XML to AJAX/APIs Use of XML by Multimap clients grew from zero to ~30% of new users & traffic over a period of 3-4 years. However, a few large clients made the switch relatively early. Early indications suggest that we might see the same profile for the switch to the API: Early adoption by large clients Widespread interest Short development cycle required to make the change However, important to note that API-based mash-ups are an attractive substitute for XML services; mash-ups likely to substitute for XML services in the short term Overall trend is from HTML (Web 1.0) to AJAX/APIs/Mash-ups (Web 2.0)

12. Page 12 Confidential Scenario & timeline for move to APIs/mash-ups

13. Page 13 Confidential Meeting enterprise requirements with mash-ups: Conclusions Implementation of AJAX/API-based enterprise systems will catch up and overtake XML implementation in 2007 — led by the property and travel sectors; AJAX/API implementations will represent half of all enterprise web-mapping implementations by the end of 2008; Media coverage of web 2.0/mash-ups/etc. will have largely subsided by the time widespread enterprise deployment tests and validates the initial hype; and As always, SLAs are key to enterprise adoptions, covering: Service availability; Data currency; Technical and end-user support; and Long-term service continuity.

14. Page 14 Confidential Example: Yell.com

15. Page 15 Confidential Example: Yell.com

16. Page 16 Confidential Example: Yell.com