The Challenge to Newly Named PB Business Insight: Define the Synergy

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Friday, December 19. 2008

The Challenge to Newly Named PB Business Insight: Define the Synergy

Andy Hayler notes that Pitney-Bowes will officially settle on its software division name on January 1. It's Pitney Bowes Business Insight (PBBI). And, while he's impressed with the parts that make it up, Group 1 and MapInfo, he sees a challenge for the newly branded division:

Critical to how well growth targets are met will be clear positioning of the new organisation. Group 1 and Mapinfo have both been around for some time, and so it is important that PBBI clearly articulate what the combined offering brings to customers i.e. why the combined group is more than just the sum of its parts. If it can make more of the geospatial connection than it currently does in its marketing then it could be interesting, since clearly the kind of value queries like "tell me all the houses in this area that lie within a flood plain" will only work properly if you have good quality data, and the combination of GIS capability and strong data quality software could be a compelling proposition.

- IT Director

Posted by Adena Schutzberg in PBBI [MapInfo] at 07:01 | Comment (1) | Trackbacks (0) |

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it will be interesting to see how they move forward with the branding and naming. Obviously the value they place on the brand equity built on 'MapInfo' will depend upon the size of the market they think the future will hold. If they are interested in continuing modest 10-20% growth per year, better to leverage the MapInfo name. If they see explosive opportunity in the order of 50-200% per year growth, then the existing brand isn't as important and might even be advantageous to distance themselves from the "science of GIS"... depending on the nature of their market, of course.

Such alignments of PB, Group 1, MapInfo will continue and accelerate in the next 3-5 years. Map visualization is "hungry for data". The more data you have, the more dynamic the data, the more value mapping has. There is no other way to heuristically get a feel for 50,000 lines of spreadsheet without degrading the data to MUCH less granular summaries that lose many of the meaningful patterns that can show trends or opportunities.

Enough.

Happy holidays to all. And to all a good night.

Jim

#1 Jim Pollock (Link) on 2008-12-19 11:43 (Reply)

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