1. ©2006, Ventana Research, Inc. Business Intelligence Keynote Panel Location Intelligence 2006 Conference

2. ©2006, Ventana Research, Inc. 2 Location Intelligence – Context and Content Leveraging Location Intelligence as Competitive and Innovative Strategy for Business Applying Location Intelligence as Method for Companies to Increase Consumer Business Examining the Use of Location for Advancing Performance Management Ventana Research defines Location Intelligence as the integration, access and use of location related content for providing more meaningful information for helping consumers and businesses take action or make decisions

3. ©2006, Ventana Research, Inc. 3 Two Key Purposes for Location Intelligence that Drives Industry Information for Context  Provide information for business and consumers to provide the context for some relevant purpose Transactions for Commerce  Provide ability to shorten the time to complete a transaction that drive business

4. ©2006, Ventana Research, Inc. 4 Location Intelligence – Convergence of Technology Stack GIS & Mapping Software Content & Data Server Tools & API Applications Services Business Driven Consumer Driven Services Aggregation Interfaces Server Services Location Portals

5. ©2006, Ventana Research, Inc. 5 Location Intelligence – Technology Framework Services & Applications Development Application Logic and Interfaces Analysis & Rules Location Server & Repository Visualization Data & Content Services 1995-2004 Monolothic Stack Data Ownership Analysts Focus Development – Embed and Link Services Creation & Deployment Location Context & Intelligence 2006- Tagging & ProcessingQuery & Reporting Search & Retrieval Location Based Services (LBS) Technology Platform Providers

6. ©2006, Ventana Research, Inc. 6 Understanding Business Intelligence Business Intelligence (BI) is the integration and access of any data transformed into meaningful information through an iterative process for a particular business purpose and set of objectives What is It? Why do we care?  Insight – Enable individuals through discovery to understand unknown aspects of the business and gain visibility  Empowerment – Enable the ability for individuals to take action and/or make decisions based on information  Effectiveness – Enable the organization to gain an understanding what activities are need to improve performance

7. ©2006, Ventana Research, Inc. 7 But BI Technology has Matured for Delivering Value to Business Tools & Applications Monitoring & Alerting Platform and Server Technology Dashboard & Scorecard Information Management (Hubs & Repository) GIS & Location Reporting & Visualization Integration Management (Application, Data & Info.) 1995-2004 Query & Analysis Platforms Reporting Dashboard & Self-Service Modeling & Analytics Location & Search 2006- Rules & WorkflowModeling & Analytics Budgeting & PlanningForecasting & Mining

8. ©2006, Ventana Research, Inc. 8 Overcome Challenges with BI Information Latency Situation – Not available in a timely manner for individuals Problem – Out of date for operational response Impact – Daily and near real time for operational responsiveness Context – Information Situation – Typically at individual, entity or activity level Problem – Not made available in context Impact – Should be in context of activities preceding (i.e. cause) for this situation and should know post-action (i.e. impact) Actionable – Information Situation – Not actionable for individuals Problem – Individuals must be guided for possible next steps Impact – Information and notification must be prioritized for action

9. ©2006, Ventana Research, Inc. 9 ? Panel Discussion Ventana Research Mark Smith – CEO & EVP Research 650-931-0888 mark.smith@ventanaresearch.com www.ventanaresearch.com ? ?