challenges and prospects

obstacles and challenges #

(1)Insufficient understanding of the business value of GIS

Using GIS in business can achieve better decisions, improve customer satisfaction, reduce costs, and increase benefits. However, the proportion of enterprises that actually use GIS is still very small. Most enterprises have not yet realized the business value of GIS and its potential benefits to their enterprises. There are many reasons for this phenomenon. Traditionally, the Department of Geography basically does not offer business courses, and business schools lack opportunities to learn GIS. There are a lack of textbooks on the application of GIS in business, teachers with both GIS and business backgrounds are few, and relevant business data is insufficient.

In recent years, geography departments and business schools of some universities have been trying to offer courses in business GIS, such as the University of Pennsylvania, Wharton Business School, West Chester University, Redlands University, University of Florida, Oklahoma State University, University of Montana Billings, etc. The lack of GIS software and data and high purchase costs are obstacles to running business GIS courses. One way to solve this problem is to teach business GIS manually from WebGIS and cloud GIS. For example, using Elsri BAO is cheap and rich in business data and analysis functions (note: Currently, it mainly refers to data from Europe and the United States); another example is ArcGIS Online cloud GIS, which also has more economic and business data, and it is easy to upload data, make commercial maps, and use it. When students need to learn more in-depth business geographical data processing and analysis capabilities, they can use desktop GIS geodatabase management, spatial analysis, and software such as ArcGIS BA Server. Wharton School of Business at the University of Pennsylvania is the world’s first business school. Since 2000, the school has had an inter-school GIS license covering all departments across the school. It has established a leading GIS laboratory to support the teaching of GIS in business schools. It also supports school teachers and students to use this laboratory to cooperate with enterprises and develop solutions for enterprises using geospatial analysis methods. It plays a good role in promoting GIS and demonstrating the value of GIS in business schools.

2. Shortage of business data

Like many information systems, business applications of GIS require comprehensive, accurate and current data. Data is a core issue in business GIS (Frank and Raubal, 2001). No matter how dazzling the technology and interface of an online map advertisement are, if it does not have detailed and up-to-date maps and a large number of current points of interest, it will be just a vase. Without sufficiently detailed population, customer and consumption data on a certain geographical scale, business analysis will be a castle in the air and make a meal without rice.

Data from the United States are more detailed and relatively easy to obtain. The detailed demographic and business statistics collected by the government are relatively accurate and detailed, and many of them are distributed free of charge. The government is relatively open to private companies for surveying and other data collection. Credit card shopping is relatively popular, allowing companies to obtain relatively complete information on recent consumption and consumption habits of residents in various places (identity and privacy information has been removed). These rich data foundations have promoted the development and application of business GIS in the United States and created huge commercial value.

This is not the case in some countries, or the data collected by the government is too sketchy (e.g., demographic statistics only have totals and no information such as education level, household income, self-occupation or rental housing), or does not have a high enough spatial resolution to support detailed business analysis such as communities, or these statistics have large errors or are not free or available at all. In economies where cash payments are dominated, it is also very difficult to accurately collect public consumption information. Solving these many problems will help realize the commercial potential of GIS.

3. security and privacy

Online business applications involving things such as customer financial records or corporate trade secrets are an attractive target for cyber attacks. Personally identifiable information (PII) refers to information that can be used to uniquely identify, contact, and locate a person. Some PII information is needed in commercial transactions, and some information is leaked unknowingly by individuals. For example, mobile phones reveal users ‘geographical location, and online inquiries reveal personal background, characteristics and habits. This information is often used by online advertising companies, including providers of location-based services, to distribute targeted advertisements. Such use is generally beneficial to the public, but if this personal information is leaked or sold, it may be used for certain criminal activities or will lead to identity theft and fraud. The research report “Identity Theft: Trends and Issues”(Finklea, 2009) completed by the Congressional Research Service for the U.S. Congress pointed out that in 2008, approximately 99 million Americans were victims of identity theft, an increase of 22% from 2007. Commercial applications, including WebGIS applications, require strong security measures to protect system security and protect customer privacy.

Prospects for WebGIS application in business #

WebGIS has created a new business model and profoundly changed the operating model of the existing business industry, bringing huge profits to many far-sighted enterprises. It further brings the relationship between enterprises and customers closer. Through the Internet, enterprises can send business applications and services to customers ‘mobile phones and tablets at any time. Through mobile positioning, customers’ location information can also be obtained at any time and can be used for location-based services such as advertising. WebGIS brings various departments closer to each enterprise and can support numerous business operations and analyses in a geographical framework.

The integration of mobile e-commerce and mobile GIS will be closer. The recently emerged “SoLoMo” business model that integrates social, local and mobile is very popular among mobile phone users. This concept was proposed in 2011 by John Doerr, a partner at KPCB in the US venture capital industry. From Facebook, Twitter, Google to Renren, and Weibo, the “So” representing social networking has become ubiquitous; and the “Lo” represents LBS(location-based service)-based positioning and check-in have also become popular, including Foursquare, StreetSide, and Facebook Places, GeoTweet, Renren Check-in, etc. extended by social media;”M. “It covers various mobile Internet applications brought by smartphones. SoLoMo connects customers and customers, customers and businesses, and businesses and businesses through geographical location and the Internet. The business opportunities and impact on business GIS will be profound and even disruptive.

Looking to the future, business applications will become a new growth point for GIS, and the application of WebGIS in e-commerce will continue and develop faster, which is full of opportunities. The Web and cloud reduce the barriers and costs of GIS, and will extend the functions of GIS to the homes and pockets of more customers, and penetrate into the operations and decision-making of more enterprises. Universities should follow and lead this trend, integrate geographical thinking, GIS, especially WebGIS, Mobile GIS, and cloud GIS education with business education, and cultivate composite talents of both to support the needs of society.