00:02So, I’m here to talk to you about what I believe is the...

00:07...the biggest growth opportunity that we have, we in the GIS market.

00:13And it’s really not where we are today. It’s not in the GIS-centric place of the market...

00:18...but rather in what we sometimes refer to as geoenabled.

00:22So, and why do I think so? Well, Gardner calls this the consumerization of IT.

00:30And what they mean is, our user behavior out on the Internet will drive demand for change in internal IT solutions.

00:39If we believe this, then we should look at what we do on the Internet to see where demand is going to happen.

00:47On the top 10 social media transfer 2011, number one is location-based marketing.

00:54Now why is this? Well, social media needs revenue, and the only way to get revenue is advertising.

01:02And it needs to be relevant, therefore location-based marketing.

01:10What’s the third most used application on the iPhone? Mapping.

01:16What’s the most used application on Android? Mapping.

01:21What’s the second most service...used service on the Google network? Mapping.

01:27I happen to know through local contacts that, for Google, mapping is one of their top five priorities for the future.

01:35Now you can reflect on that.

01:40Now, if they start to use Geo out there on the Internet...

01:44...and they want to see Geo added to their internal IT solution, where’s that demand going to happen?

01:50Well, then we have to look at the IT market.

01:54Dean said looking at IT spent.

01:57This is a survey from Sweden and it says 45 percent of all organizations have ability to procure ERP.

02:04It says 31 percent have ability to procure enterprise content management or information management.

02:11And 24 percent have the budget to invest in mobility.

02:15Now what...I think this is relevant for all of Western Europe, all the material markets...

02:20...USA, including Australia and New Zealand.

02:23What does it mean? Well it means, if you meet 10 customers...

02:28...2½ of them want to know what your mobility offering is.

02:32And you saw the mobility stuff this morning. Goose bumps I promise you.

02:39So, what of those 10 prioritized areas in this IT market do you think will benefit from the addition of Geo?

02:49I would argue all of them.

02:51I can’t see one example where Geo would not make sense or wouldn't add to the benefit of these applications.

03:01So, we’re going to go and talk to them about these business solutions and how to add the Geo.

03:08How can we make ourselves understood?

03:10I’ve been with Esri Sweden since October and I’ve understood that we all speak a language called G-IS, or something like that.

03:19So I looked at the Internet in Sweden. I looked in the website called IDG.se.

03:26I searched their article database, and for the last few years actually, I found 13 articles that mention the word GIS.

03:36I found 66 that mentioned business intelligence, and 75 that mentioned customer relationship management.

03:44I went to DI.se. This is the biggest Swedish daily newspaper. It’s our equivalence of the Wall Street Journal.

03:54I searched for GIS in their article database. I found three. I searched for ERP. I found 253 articles.

04:03Just for the fun of it, I searched for the text string profit warning, and I found over 2,000 articles last year.

04:10I went to knuff.se which is a site that keeps track of the blogging community in Sweden.

04:16I searched for GIS. I found one blog entry, a guy who knew someone who worked in a GIS company.

04:23I searched for ERP. I found six blogs.

04:26Searched for mapping, Google Maps, and just for the fun of it, I searched for fashion...

04:31...and of course, that’s very common in the blogging world.

04:37So are we in the right place?

04:42So we know that we have to go and talk to customers about these business solutions...

04:46...and how to add that geographical dimension.

04:49But are we in the right market segment?

04:53Then again, we have to look at IT spend.

04:55Where’s IT spend at? What verticals spend the most IT money out there?

05:01Well in the Swedish market, manufacturing consumes 21.5 percent of the total IT market. It’s a huge vertical.

05:11The retails is 18.4, and as you see, services is 9.8.

05:16The three top verticals in Sweden, they sum up to 49 percent of the total IT spend.

05:24And we, in the GIS business, we kind of slap them all together and call them commercial.

05:32Now I believe for us to go and capture that revenue opportunity, we have to move outside our comfort zone.

05:39We have to learn to talk to IT decision makers.

05:42We have to learn to talk to business decision makers.

05:47We have to learn to talk to the web heads.

05:50We have to learn to talk to new fast moving companies that do smartphone development.

05:58And we have to learn how to present our solutions for what Chris calls the young information workers.

06:08If we do that, if we manage to learn to speak that language and present what we can do to them...

06:19...I think we have an amazing opportunity to add that geographical dimension to just about any business application.

06:27And it’s a fantastic growth opportunity.

06:30And you know what? If we don’t do it, someone else will.