The Appliance of Science
Community-Based Map Making

Rik Temmink
Vice President, Global Product Management

The Location B...
What I’ll talk about…
      • How building & maintaining digital maps has changed
        over the last couple of years
  ...
Wave One

Enabling user participation
Users like contributing their local knowledge




© 2010 TomTom                 4
But how could you do that on one of these?




© 2010 TomTom                5
TomTom Map ShareTM




© 2010 TomTom              6
TomTom Map ShareTM




© 2010 TomTom              7
TomTom Map ShareTM




© 2010 TomTom              8
TomTom Map ShareTM




© 2010 TomTom              9
TomTom Map ShareTM




© 2010 TomTom              10
TomTom Map ShareTM
      •    Success by the numbers…
            –   11.5 million Map Share reports uploaded
            ...
Wave Two

Going beyond map patching to building better
content, faster
Summer 2008: It’s a new world…
      •    TomTom acquisition of Tele Atlas completed
      •    Full integration of TomTom...
Most commonly asked question:




                Wisdom of the crowds?

© 2010 TomTom              14
Most commonly asked question:




                   Or controlled process
                under laboratory conditions?
© ...
Our answer:
      The Appliance of Science




                Combining massive amounts of local user knowledge,
        ...
Example: Direction of traffic




© 2010 TomTom                 17
Example: Direction of traffic




© 2010 TomTom                 18
Missing & superfluous geometry




© 2010 TomTom               19
Missing & superfluous geometry




© 2010 TomTom               20
© 2010 TomTom   21
© 2010 TomTom   22
From describing the road network to describing behaviour
      Origin-Destination Analysis




      Based on:
      •    ...
3rd-party example:
      Skyhook SpotRank




                                SpotRank is a new data intelligence service ...
Wave Three

Consumption of content & creation of content
become one
Moving towards full, real-time user participation
      • As we perfect our unique processes, boundaries
        between a...
TomTom example:
      HD Traffic
                        •   HD Traffic is a real-time traffic information
               ...
3rd-party example:
      Foursquare on Windows Phone 7




© 2010 TomTom              28
Conclusions
      • Community-based map building
            – Is about fresher maps & new rich content, not about cost sa...
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Community Input and the 'Appliance of Science': What's driving the latest innovations in map making?

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Community Input and the 'Appliance of Science': What's driving the latest innovations in map making?

  1. 1. The Appliance of Science Community-Based Map Making Rik Temmink Vice President, Global Product Management The Location Business Summit Europe April 28-29, 2010 - Hotel Okura, Amsterdam Copyright © 2010 TomTom. All rights reserved. DO NOT FORWARD WITHOUT OWNER’S PERMISSION.
  2. 2. What I’ll talk about… • How building & maintaining digital maps has changed over the last couple of years • Why this matters to you and how it enables better location-based user experiences • The next wave of innovation and opportunity that is just around the corner © 2010 TomTom 2
  3. 3. Wave One Enabling user participation
  4. 4. Users like contributing their local knowledge © 2010 TomTom 4
  5. 5. But how could you do that on one of these? © 2010 TomTom 5
  6. 6. TomTom Map ShareTM © 2010 TomTom 6
  7. 7. TomTom Map ShareTM © 2010 TomTom 7
  8. 8. TomTom Map ShareTM © 2010 TomTom 8
  9. 9. TomTom Map ShareTM © 2010 TomTom 9
  10. 10. TomTom Map ShareTM © 2010 TomTom 10
  11. 11. TomTom Map ShareTM • Success by the numbers… – 11.5 million Map Share reports uploaded – 2 million PND devices contributing Map Share reports – Tens of millions of PND devices downloading improvements – >1.7 trillion anonymous GPS measurements collected • …despite many challenges – Can only “patch” certain attributes – Need to re-apply fixes to map updates – User interface can be tricky – Etc. © 2010 TomTom 11
  12. 12. Wave Two Going beyond map patching to building better content, faster
  13. 13. Summer 2008: It’s a new world… • TomTom acquisition of Tele Atlas completed • Full integration of TomTom Map Share input and GPS measurements into Tele Atlas map building process starts 1.5M edits 15 attributes 1.25M edits 9 attributes 500,000 edits 5 attributes 200,000 edits 50,000 edits 3 attributes 2 attributes Q4 Q1 Q2 Q3 Q4 2008 2009 2009 2009 2009 © 2010 TomTom 13
  14. 14. Most commonly asked question: Wisdom of the crowds? © 2010 TomTom 14
  15. 15. Most commonly asked question: Or controlled process under laboratory conditions? © 2010 TomTom 15
  16. 16. Our answer: The Appliance of Science Combining massive amounts of local user knowledge, knowledge driving behaviour and authoritative content with smart statistical processing and controlled quality processes to build the freshest, superior-quality map © 2010 TomTom 16
  17. 17. Example: Direction of traffic © 2010 TomTom 17
  18. 18. Example: Direction of traffic © 2010 TomTom 18
  19. 19. Missing & superfluous geometry © 2010 TomTom 19
  20. 20. Missing & superfluous geometry © 2010 TomTom 20
  21. 21. © 2010 TomTom 21
  22. 22. © 2010 TomTom 22
  23. 23. From describing the road network to describing behaviour Origin-Destination Analysis Based on: • Nearly 600,000 real-world trips • 1.7 million hours of driving © 2010 TomTom 23
  24. 24. 3rd-party example: Skyhook SpotRank SpotRank is a new data intelligence service from  Skyhook. SpotRank predicts the density of  people in predefined urban square‐block areas  worldwide at any hour, any day of the week.  Developers and advertisers can use this  groundbreaking behavioral intelligence data to  serve location‐based content and ads in cool new  ways never envisioned before. © 2010 TomTom 24
  25. 25. Wave Three Consumption of content & creation of content become one
  26. 26. Moving towards full, real-time user participation • As we perfect our unique processes, boundaries between application usage and community input will blur and eventually disappear completely – Usage of the application creates real-time map feedback and original location content – Community input from each individual user is processed into map improvements and original content and returned to the entire user community in real-time This next step requires bi-directional integration of consumption and creation of content that very few companies can deliver! © 2010 TomTom 26
  27. 27. TomTom example: HD Traffic • HD Traffic is a real-time traffic information service created by fusing cellular hand-off data, incident reports and real-time GPS measurements • Users of connected TomTom PNDs (600,000+ units sold to date!) are already not only users of HD Traffic, but also a significant originator of traffic information. • As the installed base of connected PND users grows, it will drive a virtuous circle where increased usage of the service and quality of the service reinforce each other continually. © 2010 TomTom 27
  28. 28. 3rd-party example: Foursquare on Windows Phone 7 © 2010 TomTom 28
  29. 29. Conclusions • Community-based map building – Is about fresher maps & new rich content, not about cost savings – Is more scientific and objective than traditional map building • We have come a long way in a short period of time – Enabled much better user participation and engagement – Delivered higher-quality, fresher map content – Found a commercially viable model for global map coverage – Created new kinds of “behavioural” content • This is only the beginning! © 2010 TomTom 29

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