Monetizing Maps & Mashups

Greg Sterling (Search Engine Land), Ian White (Urban Mapping, Inc), Walt Doyle (uLocate)
Location: Salon A-F

Geodata is expensive to acquire and used to be very hard to access. This has changed online and geodata is being spread across the web—often at little cost to the smaller sites, but at great cost to the providers. These mashups and applications built around maps have proven enormously popular with developers and many users.

But questions surrounding businesses models and how to support these applications over the long term remain. Panelists will assess monetization options for mapping sites, report on the real-world challenges of direct selling to advertisers and discuss the emerging map-based ad networks and their outlook.

Photo of Greg Sterling

Greg Sterling

Search Engine Land

Greg Sterling is the founding principal of Sterling Market Intelligence, a consulting and research firm that tracks the impact of the Internet on offline consumer purchase behavior and its disruption of traditional media. SMI covers consumer adoption and ad models across a range of market segments, including local search, online yellow pages, online newspapers and classifieds, mobile search, social media and multi-channel shopping. Sterling is also the lead analyst for LocalMobileSearch, an advisory service from Opus Research.

Before founding SMI, Sterling ran The Kelsey Group’s Interactive Local Media program. Prior to The Kelsey Group, Sterling was at TechTV where he helped produce “Working the Web,” the first national television show dedicated to e-business and the Internet. Prior to TechTV he was a founding editor and executive producer at AllBusiness.com. Before joining AllBusiness, Sterling was a practicing attorney in San Francisco.

Photo of Ian White

Ian White

Urban Mapping, Inc

Ian White is CEO of Urban Mapping, a company that produces wayfinding tools and solutions across the tactile and interactive domains. The company’s products include the multiple award-winning Panamap print map and Urbanware geospatial database products, all focusing around urban place. White holds 15 years experience in marketing strategy and product development. He has been published in academic journals and the business press.

Prior to founding Urban Mapping in 2003, White worked as a business consultant at and held various roles in business development and marketing. He also served as Adjunct Professor of Design and Management at Parsons School of Design in New York.

White received a BA from McGill University in Montreal, an MBA from Babson College and completed postgraduate studies in France.

Walt Doyle

uLocate

Walt’s passion for emerging technology has kept him on the leading edge of consumer media and technology for over 15 years. Prior to joining uLocate in 2005, Walt was a GM of MapQuest (TWX). His career began in Hong Kong with Dow Jones (DJ), then spanned executive level appointments with GameSpot (CNET), Net2Phone (IDT), and DialPad (YHOO). Walt’s ability to identify emerging technology trends, create corporate strategy, and build winning teams puts him squarely at the helm of uLocate. Walt left San Francisco for his native home of Boston in 2005 where he and his family are outdoor enthusiasts who enjoy fishing, biking, hockey, and travel. He is a graduate of Emory University in Atlanta, Georgia.

  • Autodesk
  • Google
  • ESRI
  • Nokia
  • DigitalGlobe
  • Earthscape
  • EveryScape.com
  • LightPole
  • MapJack
  • MapQuest
  • MetaCarta
  • Microsoft
  • Poly9
  • Skyhook Wireless
  • TeleAtlas
  • Yahoo! Inc.
  • Zvents
  • BNet

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For media-related inquiries, contact Maureen Jennings at maureen@oreilly.com.

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