orangearrowSalespeople go to work for GIS and Location intelligence companies and are convinced of the value proposition of location technologies and applications for businesses and individuals. Location- based services have seen widespread consumer adoption primarily because the services are free, although the data shows that people are willing to pay for premium services.

In the enterprise world, location intelligence is a bit schizophrenic. Everyone seems to agree on the power of location intelligence and analytics, and how valuable it would be to them personally within the organization to meet their performance obligations. Location should then be an easy sale. But it isn’t. Why? Perhaps because despite all of our technological advances, business and people are still complicated.

Careers and reputation are attached to the business case presented… so it’s personal.
Budgets are attached to the business case presented… so it’s financial.
When multiple departments are involved, collaboration is required… so it’s political.
When revenues or costs are directly impacted… it’s tangible.
When better decisions are made… it’s fuzzy.

This partly explains why the business case for location intelligence has been historically difficult. More importantly, as much as vendors try to fit their applications and services into convenient go-to-market verticals and horizontals, location is really a diagonal. It cuts across departments, industries, functions, and titles and forms an underlying platform of information that creates a multiplier effect that is not always easily quantified by today’s MBAs.


…as much as vendors try to fit their applications and services into convenient go-to- market verticals and horizontals, location is really a diagonal. It cuts across departments, industries, functions, and titles.


This issue of LBx Journal examines the various perspectives on business cases for location intelligence from personal tracking peace of mind to scaling an enterprise system, to integrating information platforms, to enhancing and creating new products and services.

The business case is in the eye of the beholder.

Remember to discover your location dimension,

NatashainageNatasha Léger
Editor
Natasha@lbxjournal.com