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2011 Rugby World Cup

The Rugby World Cup in Auckland is just over a year away and GeoSmart is looking forward to the opportunities that come with it. As New Zealand’s premier location-based services (Mapping) company there are many areas that we will be looking at. These include:

  • Cartography. We produce many printed maps. These include map books for Wises and the NZ Automobile Association, as well as several travel atlas products for various organisations such as the New Zealand Motor Caravan Association, which includes locations of Points of Interest of unique interest. We also produce custom maps for many organisations ranging from hotels to regional tourism organisations.
  • Car Navigation. GeoSmart is the provider of map data and Points of Interest for the leading brands including Navman and TomTom. Many people coming from overseas will be able to use our map data to find the venues, accommodation, attractions, parking, bars and much more for the Rugby World Cup, making their trip stress free. We also now offer real time traffic to car navigation which would be great if you are trying to get to a venue close to kick off.
  • Real Time Traffic. We built and manage the new AA Traffic service. This service provides information on traffic incidents that might interfere with people getting to the match on time.  We do this with a number of services including subscription alerts via Email and Text Messaging, which can be found on the AA Traffic website. Traffic is also shown on other AA websites, Roadwatch and AA Maps. Real Time Traffic is also of course available on your car navigation product such as with Navman.
  • AA Maps website. This website is the perfect site for local and overseas travellers. A significant proportion of web traffic to AA’s websites come from overseas and this includes AA Maps. People are guided here with links from affiliated motoring associations around the world as well as people looking for services such as driving directions. This is a great site for people planning their routes, looking for other things to do while they are travelling, where to stay, where to eat and drink and where to have some fun and adventure.
  • Mobile Applications / Location Based Services. We are working with several companies who are developing applications for smartphones such as iPhone and Android. When your mobile knows where it is, it becomes easy to use GeoSmart’s highly accurate data about New Zealand roads and points of interest to add value to people touring New Zealand following the rugby tournament.
  • Web Mapping. Many companies use GeoSmart’s web mapping tools in their custom environments. Examples may be found on our home page. If you are looking to add maps, points of interest and turn by turn directions to your site, we would love to chat with you about how we can help.
  • Carbon Friendly. This has become a very important topic and one that we are committed to supporting. We are able to support concepts such as Eco-Routing, in effect, finding the route that uses the least fuel and carbon waste. Our RAPIDcV has been continuing to drive all of New Zealand at around 15cm accuracy, not only getting an accurate road centreline but also measuring the road’s inclination and even the camber of corners on the road. This highly accurate data allows us to support organisations focused on sustainable eco friendly policies.
  • Multi-modal routing. We have been developing solutions supporting the ability to guide people through various means of transport from foot to motorised. This includes situations where one trip might include different forms of transport. Rugby fans might use a combination. For example, they might drive to a carpark, then use public transport, finally walking from there to the match venue via restaurants and bars. Each transport medium has its own set of rules. For example a person walking, doesn’t need to worry about one-way streets and may be able to take advantage of short cuts through arcades etc, to get to their destination.

Whilst the Rugby World Cup may be over a year away, GeoSmart is working closely with our partners to assist them in achieving their goals, through the use of our data, web services and API’s and other products. If you would like more information, you will find our contact details here.

March 7, 2010 Posted by | AA Maps, car navigation, carbon footprint, cartography, driving, driving directions, geosmart, GIS, gps, iphone, lbs, location based services, map tools, maps, Mobile maps, navman, new zealand, real time traffic, route optimisation, Rugby World Cup, satnav, Sport, tomtom, Traffic | , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , | 1 Comment

Proximity Based Marketing and LBS is a Growth Opportunity

I’ve mentioned in previous blogs that traditional forms of Advertising are shrinking. There are many statistics backing this up. There are many statistics backing this up and in Asia Pacific, Carat, for example have forecast a 5.8% decline in ad spend for this year. Obviously the economy is a factor in this result, but it also signals a change in advertising behaviour as people are paying less attention to traditional forms of advertising. Many people now have products such as MySky and Tivo is almost here. These products make it very simple for people to avoid watching TVC’s because the can fast forward their recorded TV programmes. TVNZ announced that they were laying off 90 people as a consequence of a $25 million reduction in advertising revenue. The same applies with radio where many people are now opting for their iPods to listen to their favourite music instead of tuning in and being forced to listen to radio ads.

In my opinion, this doesn’t mean that people want to avoid advertising, specials and promotions altogether. They want them to be more relevant. ZenithOptimedia have forecast far greater drops in Ad expenditure, 11% drop in magazines, 10% in radio, 5.5 in TV, but around a 10% increase in Internet Advertising. So traditional forms of advertising decline, but Internet advertising is on the rise.

Why would that be? People are using the Internet far more these days, which takes them away from traditional media, but the key element to me is relevance. In the World Wide Web, it is far easier to ensure that advertising is relevant to the search or type of site that people are visiting. It also offers a great opportunity for call to action with Click Through, which is of course where Google makes the bulk of its income.

The ability to have people opt in to various services that are relevant to their interests and needs, their current time and place means that the offers will be welcomed and will have a far greater sales conversion rate than with traditional means of advertising and promotion. This is where the opportunity arises with Location Based Services (LBS) and Proximity Based Marketing.

The issue isn’t that people hate ads, specials, good deals and information. The relevance needs to be around space and time. I would welcome a Speight’s Mates Happy Hour electronic coupon, when I am walking past a bar, with a 2 for 1 offer on a Friday evening after work. But I probably wouldn’t even see a printed coupon in a magazine.

I’m sure tourists would take advantage of a special offer to a half price jet boat ride when they are on holiday in Queenstown, when they are within a kilometre of the boat on a sunny morning, than if they read an ad in the plane on their way to New Zealand. The tour operator gets a full boat and all the passengers have more fun. It’s timely, its based on their immediate location and its relevant to their current situation.

Many people think that the technology isn’t ready, but according to a story in ITWire, compound growth of GPS in mobile phones is over 49% and one of the major drivers in the proliferation of SmartPhones. According to Mobile Marketing Magazine, despite the economy, the penetration of SmartPhones grew by 33% to February this year. The traditional definition of a SmartPhone comes from Operating Systems such as Palm, Symbian and Windows Mobile, but if you look around today, many of the mobile apps in those phones such as Contacts, Diary, Email, Still and Video Camera are now standard in pretty much every phone and with the low cost of GPS, that is now being added at great speed.

With Software Development Kits being made freely available for the popular brands and models of phone, this is a perfect opportunity to become familiar with the web services and API’s available from GeoSmart and outlined in previous blogs. All you need is a good idea and a little market research. Of course GeoSmart can offer you a Developer Agreement which gives you free access to any tools you need during the development process.

You can find more information on the Developer Page at http://www.geosmart.co.nz or email info@geosmart.co.nz

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April 21, 2009 Posted by | Agencies, geosmart, GIS, gps, lbs, location based services, map tools, maps, Marketing, Mobile maps, new zealand, new zealand maps, proximity based marketing, Sales, satnav, Uncategorized, web maps | , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , | Leave a comment