Overview of mapping/geo trends

1. Web mapping + on-demand data

2. Geotrends for 2011 January, 2011

3. Corporate Overview Founded in 2003 Poor man’s GIS Refounded 2006 Neighborhood boundaries Mass transit data Refocused 2009 Hosted mapping San Francisco-based Seed financed Profitable, 80% YOY rev growth 3/15/11 Proprietary and Confidential

4. Corporate Overview (2) Data Marketplace “Hard to maintain, difficult to collect” Source, aggregate, normalize, maintain, host 10k+ variables Neighborhood boundaries Transportation infrastructure (public transit, air travel) Airport noise contours Natural hazards Climate Demographics Etc On-demand 24/7 hosted geo-services platform API to support spatial queries, visualizations, base map Indexed, searchable data and metadata 3/15/11 Proprietary and Confidential

5. Mapfluence Overview A massive on-demand geocatalog of data Commercial, open, proprietary, custom data Thematic (eg, demographics, crime, government, transportation, etc) Geographic hierarchy (eg, country, state, city, sales territory, neighborhood) Temporal (changes in values over time) Data queries and visualizations Web-based GIS functions: point in poly, spatial joins, filter, sort, other data queries Create custom maps, charts and graphs Mashup data through Mapfluence with BYOD High-performance online service No software to install Easy to interface to existing systems (HTTP, JavaScript API) Redundant, scalable via cloud-based infrastructure (AWS) 3/15/11 Proprietary and Confidential

6. Mapfluence Overview Query API: Used to retrieve raw data Estimate Aggregate by geography Filter by geography Retrieve geographic data Retrieve attribute/indicator data Visual API: Used to graphically represent data Thematic (filled) maps Heat maps Composited base map Points/lines/polygons Metadata API: Data Discovery Indexed data catalog Proprietary and Confidential

7. Representative Customers/Partners

8. Trends for 2011 Proprietary and Confidential

9. Forecast Says… Proprietary and Confidential Multi-tenant infrastructure, AWS, private cloud Enterprise comfort with services model Presume (near) ubiquitous connectivity Incumbent players facing Innovator’s Dilemma GIS: Web as a disruptive platform Data Vendors: the death of CD-ROM

10. Sensors Everywhere Proprietary and Confidential When is a phone not a phone?

11. Sensors Everywhere Proprietary and Confidential When is a phone not a phone?

12. Sensors Everywhere Proprietary and Confidential What can your iPhone do?

13. Sensors Everywhere Proprietary and Confidential What can your iPhone do?

14. Sensors Everywhere Proprietary and Confidential What can your iPhone do? Temperature Accelerometer Tilt/gyro Distance lng/lat Elevation Proximity Ambient light/IR Moisture Audio Image Video

15. Real Time Obsession Proprietary and Confidential Thanks to sensors… Everything that can be attributed will be Traffic Logistics Health/wellness App economy/instant gratification/social networking

16. Data Commoditization Proprietary and Confidential Wiki + Maps = Open Street Map Sensors + Free Time = Danger! Government transparency = (unrefined) data deluge Venture financing: InfoChimps PointInside Micello Factual Waze CloudMade InfoHubble

17. Data Illiteracy Proprietary and Confidential From the data deluge, information anxiety follows Enter the rise of “data science” The mean/median/mode dilemma (innumeracy)

18. Data Illiteracy Proprietary and Confidential One man’s metadata is another’s data Metadata Data “Why can’t we be together?”

19. Contact Proprietary and Confidential 26 OFarrell Street Suite 310 San Francisco, CA 94108 info@urbanmapping.com