platform as a service - sigsig.org/docs2/s22_platform_as_a_service... · •increasing use of and...
TRANSCRIPT
DE
NV
ER FALL
SU MMIT
2014
Democratizing Location Information
through Mapping
Platform as a Service:
PA Consulting Group
Nick SempleManaging Consultant
www.sig.org/eval
DE
NV
ER FALL
SU MMIT
2014
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© PA Knowledge Limited 20133
DEMOCRATIZING LOCATION INFORMATIONMapping Platform as a Service
October 2014
Nick Semple (PA Consulting Group)
© PA Knowledge Limited 20134
PA is a 2,500 person, global management consulting, technology and innovation firm and a leading independent sourcing advisor
• Over 650 sourcing engagements for over 500
clients. Sourcing is 20% of our revenue
• Full Lifecycle – from sourcing strategy through
managing transactions to service transition and
business transformation
• Independent from sourcing providers,
technology and solutions
• Robust framework, tools & templates –
rapidly customize to client needs.
Introduction
We are leaders in Geospatial technology
Strategy, Business Cases and Roadmaps
We are the authors of two GIS ROI books –
with ESRI and with GE Digital Energy
We are regularly engaged to support clients in
technology roadmap/strategic plans
Differentiated from traditional GIS Consultancy
firms as we operate at senior levels seeking to
transform business performance
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And…
Introduction
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How many of you are familiar with the term:
• Location Based Services
• Geospatial Technology
How many have applied it within their organization?
Before we start…quick poll
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Democratizing location info. through mapping Platform as a Service
Rapid expansion of location based services has familiarized mapping interfaces.
Within businesses, skills have typically resided within the domain of GIS specialists.
However, consumer acceptance is driving the need to democratize location information,
providing that capability across the business (eg sales) and customers.
This is shifting the delivery of these services from internally hosted applications to new
Platform as a Service (PaaS) models.
Today we will
Learn how location information is being used across business functions to drive business
value
Learn about the shift from internally supported to Platform as a Service operations
Learn about the possible benefits to leverage the PaaS for faster and richer interactions
with customers
Learn about key considerations when sourcing mapping PaaS.
Agenda
Introduction
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Phenomenal growth of smartphones continues…
Location Information Trends
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…reaching significant penetration across many markets…
Location Information Trends
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…and increasing in features and capability
Location Information Trends
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Real “Personal Computing” power now rests in our hands!
Available anytime, anywhere...
Location Information Trends
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In parallel, maps have begun to transform our lives…
They have changed the way we get from A to B…
…and the way we discover and interact with our surroundings…
…providing more intelligent ways to search for information
Location Information Trends
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Our interaction with our surroundings continues to grow…
Location Information Trends
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Our interaction with our surroundings continues to grow… Augmented reality – enhancing our environment with information
Location Information Trends
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Our interaction with our surroundings continues to grow… Smart homes – adjusting our environment to our preferences/location
Location Information Trends
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Our interaction with our surroundings continues to grow… Wearables – increasingly tracking our vital signs
Retail revenue from smart wearable devices, including
smart watches and glasses, will reach $19 billion by 2018
compared with $1.4 billion in 2013 - Jupiter Research
Smartwatches launched in last 24 months
“How would you be interested in wearing/using a
sensor device, assuming it was from a brand you
trust, offering a service that interests you?”
Source: North American Technographics – Consumer Technology Survey , 2013
Source: Forrester Research, Inc.
Location Information Trends
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HOW ARE COMPANIES RESPONDING?
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Companies are responding by exploring opportunities across a number of application domains
Collecting data – Big Data
• Who are your customers?
• Where are your customers?
• What are your customer
preferences, influencers and
intent from social media
Developing marketing offers that
can be tailored and personalized
Driving to increase engagement,
brand recognition and
monetization opportunities
Analyzing and assessing the data
to generate insight
How companies are responding
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Technology options and customer touchpoints are expanding
Many technology options for
location based commerce…
…with customer touchpoints
expanding over time
How companies are responding
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Retail – in store location information (iBeacon example)
• iBeacon introduced with iOS 7
• Technology based on Bluetooth Low Energy
• Provides proximity and geolocation services
• Enables contextual information to the user
• No need to “pair” Bluetooth devices
How companies are responding
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Supermarkets – use case scenarios
Shelf CheckColleagues will be able to check products display
compliance on shelves as they walk in store via
dedicated Glass app and smartwatch integration
Stock CheckColleagues will be able to verify stock availability using
a Glass app which scans product barcodes and inform
customers instantly
Price CheckCustomers will be able to check the savings they are
making when buying products from the retailed via a
dedicated Glass app which scans barcodes and
returns comparative prices at major supermarkets
Click & CollectColleagues will be notified directly on their Glass
devices and smartwatches of customers arriving at the
store to collect orders to speed-up collection process
Smartwatch
$
How companies are responding
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Utility – combining location information with wearable capability
Directions Surroundings
Equipment identification Asset details
Expert advice
How companies are responding
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A picture is worth a thousand words – migrating analysis from spreadsheets and databases to geospatial technology such as maps
Display helpful informationSandy Crisis Map (Google)
How companies are responding
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However, companies are struggling to organize and manage the data they have and make it accessible where and when it is needed
• Much of the information is
unstructured data
• Technical challenge to organize
the data, manage it, and provide
it to different stakeholders rapidly
• Information remains silod in parts
of the organization
• Much of the information is still
maintained and controlled by
‘experts’ – eg GIS specialists
• Investments in infrastructure
compete with other priorities
Delays in exploiting business data for the various
stakeholders across the business who need it
How companies are responding
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How many of you are facing similar challenges with:
• Struggling to managing large amounts of unstructured data?
• Information that remains silod in parts of the organization?
• Investment in infrastructure never seems sufficient?
Quick poll…
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UNDERSTANDING THE GEOSPATIAL MARKETA changing landscape
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Geospatial industry constitutes a complex ecosystem of companies
• Data acquisition via
surveying, positioning,
space, aerial and ground-
based sensing
• Data processing via image
processing, photogrammetry
and laser processing
• Data modeling through
DEMs, 3D models
• Data analysis, Data
visualisation and decision
support systems
• Data publishing and
printing
Source: Geospatial Workflows Redefining Industry Ecosystem, Geospatialworld.net
The Geospatial Market
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The geospatial market is growing and changing
• Global geo-services market is $150Bn - $270Bn of which the GIS software
market expected to reach $10.6Bn by 2015 and is growing at 10% CAGR
• The top 6 firms – ESRI, Autodesk, Hexagon, Google Inc., Pitney Bowes, and
Bentley Systems – held 73% market share – and the market continues to
consolidate
• Apps are driving new services and businesses
• GIS vendors specializing in industry verticals with specific data and analytics
• GIS vendors diversifying their business – industry specific information
lifecycle and workflows
• Larger organisations adopting GIS as an enterprise technology platform for
location analytics integrated into BI solutions
• Emerging markets – regional solutions adapted to needs in emerging
economies
The Geospatial Market
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Geospatial technology ecosystem is evolving
• Technologies supporting GIS are becoming better - faster distributed
computing, increasing network bandwidth, pervasive mobile technologies and
wide acceptance of web services as computing platform
• GIS going mainstream - Democratization of GIS via web – Google, Microsoft
and others have introduced mapping and visualization to the masses and in
everyday life.
• Increasing volume of geospatial data - geospatial data is expanding (e.g.,
satellite and airborne digital cameras, LIDAR, GPS, etc.) - creating more precise
and comprehensive data for GIS professionals to work with
• 3D and 4D visualisations, indoor positioning, augmented reality and
crowdsourcing are the emerging areas in GIS market.
• Evolving workflows with deployment of real-time information systems -
Technology advancement in modern airborne and ground-based sensors will
support on demand generation and delivery of data.
The Geospatial Market
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Key challenges going forward
• High demand for skills – mobile interfaces and cloud development
• Open standards: Open Geospatial Consortium (OGC) standards are mature,
but new standards required for adjacent applications e.g. social media
• Stronger policy and legal frameworks for data privacy
• Dynamic geospatial systems that use multi-source content from different
sensors and software solutions that streamline the creation of actionable
intelligence. This will enable organisations to deliver context relevant “Smart
Maps” to users.
• Increasing use of and reliance on ‘big data’ technologies that enable the
analysis of vast quantities of information within useable and practical timeframes
• Semantic technologies to contextualize and link new data to add value to
existing data
• As a Service models increase - platform as a service (PaaS), software as a
service (SaaS) and data as a service (DaaS) all offer opportunities
The Geospatial Market
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MAPPING PAASExample – Google Maps Engine
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A PaaS solution enables rapid information deployment while web interfaces ‘democratize’ access across a broader set of stakeholders
• Core platform capabilities
to create, share, manage,
store, scale & collaborate
around the data
• PaaS core data enhanced
by company and other 3rd
party data
• Familiar web-based user
maps interface reduces
learning curve and
increases adoption
• Supports delivery of core
benefits to the
organization and it’s
customers
Mapping Platform as a Service
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Example of Google maps for business
Mapping Platform as a Service
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How it works - horizontal slicing
Mapping Platform as a Service
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Google Maps Engine - your data on Google’s infrastructure -created to make it easy for organizations to make and share maps
Automatic scaling
Purchase serving &
storage as needed
No need to decide on
RAM, CPU, region etc.
Global replication
Zero configuration
Mapping Platform as a Service
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SOURCING CONSIDERATIONS
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• Familiarity with geospatial technologies
• Business ambition & vision
• Need for speed and agility in the market
• Strategic technology alliances
• Cloud comfort
• Culture change
Key business considerations for mapping PaaS decisions
Sourcing Considerations
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It’s about business value!
1. Why invest (or reinvest) in a particular geospatial
solution… “what value does it have for my
business, customers and stakeholders”?
2. When will we realize the benefits? (payback)
3. Who will deliver these benefits and operate the
solution moving forward? (and what will it cost e.g.
TCO)
4. How much capital and operational investment is
required now and on-going?
5. Does the economic (financial) case make sense?
e.g. NPV, IRR
And… “What are my alternatives for achieving the
same or better outcomes?”
Typical uses:
• Justifying new implementations
• Prioritizing new investments
• Justifying upgrades
• Planning for complex programs
(strategic roadmaps)
• Identifying unrealized benefit
opportunities
• Justifying additional investment
e.g. data clean-up
PA’s ROI based methodology aims to help answer 5 critical questions asked by
Executives...
Sourcing Considerations
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Many people approach ROI the wrong way around – and requirea fundamental shift in thinking…
Benefits Sought => Requires => Specific Investment
Start with the end-in-mind – the benefits. First state what
the business needs to achieve (e.g. reduce OpEx by x%, increase
booking conversion rate); and then determine what level and pace of
investment will achieve that outcome
Investment => Drives => Benefit
This is typically how people think about justifying expenditure
Sourcing Considerations
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• Existing investments (people, process, technology) in GIS
• Thick vs thin client application requirements
• Need for integration to other systems
• Reliability, availability (SLAs) and disaster recovery
• Security and privacy concerns
• Integration with cloud offerings (big data, analytics etc.)
• Software licensing & pricing (what’s included and what’s not)
• Intended use
• Volume tiering
• Multiple SKUs
• Future functionality
Key technology considerations beyond ROI
Sourcing Considerations
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EXAMPLES
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Integrated Google Maps into a BI interface, such as Qlikview, to identify prescribing outliers and manage medical costs
High prevalence,
High cost practices
are targets for in-
depth cost analysis
Focus on specific
neighborhoods…
Spot prescribing outliers at a glance. Which practices have high Diabetes prevalence, and why
the wide cost variation?
Example of implementation for NHS England:
Example Applications
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The Met Office delivered their first global amateur weather portal to capture data from the public to augment its own weather data
Benefits
• Ability to launch social / crowd-sourced applications rapidly
• Rapidly scalable to match demand
• Minimal up front investment and operating costs which encourages innovation
Using Google geo and cloud:
• Provided a social platform that
automatically scaled up and
down as demand dictated
• Used a hybrid cloud/behind-
the-firewall architecture to get
the cloud-scale processing
and maintain personal data
securely
• Costs $70 per day to run
Example Applications
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PA helped the NHS prove the value of location, cloud and big data using Google Geo, Cloud and Big Query Technology
The NHS wanted an inexpensive way
to process very large data sets – over
a billion rows.
The HES anonymized data set
includes all admissions, outpatient
appointments and Emergency visits in
England for over 15 years
Using Google Geo, Cloud and
BigQuery the solution provided:
• Very cheap data storage costs ~ 12
cents per Gb per month
• Very quick query times – querying
200 million records in less than 20
seconds
• Integrated with other Google tools
for very rapid proof-of-concept – a
few days instead of months
• Ability to combine consumer, social, geographical and
product data on a huge scale
• Secure storage of massive data volumes at low cost
• Ability to quickly integrate toolsets
Example Applications
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• Sky Snapper was built as part of
the 2014 Space Apps Challenge
by a team from PA Consulting
• The idea was to enable large
scale collection and analysis of
sky (or air) quality data from
around the globe
• The product – 'Sky Snapper' –
analyses the color of the sky
from user-submitted
photographs combined with data
from air monitoring stations, to
monitor and visualize how much
pollution might be in the air
PA team wins NASA Space Apps Challenge with the 'Sky Snapper’
Example Applications
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Key lessons learned
Summary
• Location based & geospatial technology is becoming pervasive
• Have a big vision
• Develop a roadmap – transformation and quick-win opportunities
• Select vendors for alignment & agility, not lock-in
• Pay attention to contract terms & privacy
• Understand the small print on licensing
• Start the journey….
© PA Knowledge Limited 201347
Democratizing location info. through mapping Platform as a Service
Learn how location information is being used across business functions to drive
business value
Learn about the shift from internally supported to Platform as a Service
operations
Learn about the possible benefits to leverage the PaaS for faster and richer
interactions with customers
Learn about key considerations when sourcing mapping PaaS.
Summary
Summary
© PA Knowledge Limited 201348
Key contacts
Nick [email protected]
+1 213 479 2785
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Contacts
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Questions ?
DE
NV
ER FALL
SU MMIT
2014
Session #22
Platform as a Service: Democratizing Location Information through Mapping
Nick [email protected]
+1 213 479 2785