Industry Trends

Map, Chart and Data Production Timeline

Graphics compiled by: ESRI, Inc.

Historical Perspective by Will Tefft, Map Link, 2003

The purchase and use of maps worldwide is monitored by market research done by the various divisions. This research tells us that growth in the industry will largely come through improved consumer education. Much work still needs to be done to make maps, and other geographic information, more accessible and consumer-friendly. Work is under way to join with other trade groups, academic and professional organizations, and educators to increase geography, and particularly map awareness, and an appreciation of their value.

One goal is simple: By educating the public as to the value and utility of maps and geospatial information in a modern economy, all members of the Association will benefit. It is one responsibility of the Association to foster and encourage the development of new products and services, while protecting their investment and economic value.

Maps will always serve to illustrate the real world. As the world is better documented and the tools are refined and made more sophisticated, maps will change. As methods of delivery of all information change, the source and destination of maps will change, too. Much has been said in the past about a "paperless" society. However, there is currently no indication of a reduction of paper, or number of titles printed. Any trip to a contemporary bookstore will confirm that. Still, the ways we receive, access and process maps and geographic information are growing in number and variety. Changing access points, the rise of the importance of information, and the spread and functionality of the systems to handle large amounts of data have led to a breakdown in all vertically integrated industries. Customers all along the supply chain are finding ways of doing specific jobs better. They can then pass the job along to another specialist company for more work at a cost savings. Fewer and fewer companies are taking on the entire responsibility (i.e., data collection, production, design, publishing, packaging, sales and marketing, distributing, retailing, etc.) for a product. This break-up of tasks is called "dis-integration." Already we are noticing a dramatic shift away from the purchase of pre-printed topographic maps. The customer is discovering the same sources of data that are used to publish the paper maps, and printing the maps themselves. Some of our customers, with adequate instructions and tools, can make the maps they want on the material and in the format they want, when they want them. This is just one, very simple example of how the map industry is becoming "dis-integrated."

Today, we are confronted with a bewildering array of electronic gadgets that have the potential to deliver all varieties of information. Devices such as cellular or mobile telephones, personal data assistants and global positioning receivers are getting smaller, smarter, faster and, in some cases, cheaper for the functions they provide. The manufacturers and their partners are tempting us with advanced technologies that include third generation mobile phones (3G) that make possible high-speed wireless data transmission; location-based systems (LBS) that tie together street information with real-time traffic conditions; and intelligent transport systems (ITS) that guide drivers to their destinations while automatically paying all the tolls and finding an available parking space upon arrival. Your mobile phone will soon know exactly where it is, answer your questions about the nearest service station, and direct your vehicle to the address, at the same time routing you around heavy traffic and construction delays. This isn't in the future; this technology is being used today, with up-to-date maps and geographic data included.

People love to plan. It is in our nature, and a map is the best medium for planning everything from a cross-town trip to international trade and scientific exploration. A map tells us what is over the horizon, gives us choices, and is a necessary part of society. The International Map Trade Association is there to protect the economic value and position of this essential medium.

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