South Africa: Indoor digital mapping is set to grow in South Africa this year, according to Etienne Louw, managing director of MapIT.
MapIT is a digital mapping company that has navigation company Tom Tom as well as Times Media Group as its shareholders.
“We”ve got quality maps that know what”s going on in the world outside but it”s time to take the consumer inside. This is a very new space, but if you take the fact that 40% of mobile search has a local intent then why do I not take you to the front door of the [shop] that is providing [the consumer] with food or drinks or whatever it is that they want to buy? And the exciting thing is that the world is ready to track you indoors,” said Louw.
He said MapIT had done indoor mapping for about 32 of the 76 shopping centres in South Africa, airports and they were working with a major university to help new students find their lecture rooms easily.
The company has signed up Micello Indoor, the world”s leading provider of indoor maps with 15500 locations, to boost its offering.
“So we”ll know where you are, we”ll know where you want to go to and we”ll give you voice guidance and turn-by-turn navigation right to the shop,” he said.
Research by World Wide Worx has shown that small businesses and large corporations were spending more on digital mapping.
According to its survey, 38% of small and medium enterprises (employing fewer than 200) spend more than ZAR 50,000 a year on digital mapping, while 22% of corporations spend more than ZAR 5,00,000 on digital mapping every year.
“The biggest surprise in the findings was the extent to which budgets are growing. Two-thirds of large corporations and SMEs [small and medium enterprises] alike – 69% and 66% respectively – intend to increase their spending on digital mapping services in 2013,” said World Wide Worx”s Arthur Goldstuck.
Also showing growth was the use of mapping services for marketing, and not just vehicle tracking and recovery and navigation.
The survey showed about 41% of the corporates were already using mapping for location-based marketing and a further 15% were planning to do so. Among small businesses about a third were already using location-based marketing.