History and future of electronic charts

The history

•Adam & Eve

• From Navigation to LBS

The inventor: 007 Goldfinger (circa 1’964)

1983 the “microwave” is tested at the Genova Boat Show

1984 start of sales of the world’s first product

1988 First plotter for boats under 45’

1991 First LCD unit – Sun-light visible and slim

1993 First electronic chart for smaller boats

1995 First plotter with integrated GPS

Milestones summary• 1964 Goldfinger

• 1984 first product

• 1991 first flat LCD visible in the sun

• 1995 ARCS raster charts

• 1999 first info (phone #, services)

• 2003 first charts from private surveys

• 2005 first Platinum multi-D

• 2008 first charts on iPhone

• 2008 AVCS (official UKHO vector charts)

• 2010 from navigation to LBS and UGC

The future

Charts = navigation? only ?

The future

Boating is a lot more

than just

navigating from A to B

the time we are involved

with boating

is at least 10X more

• We think about boating

• We search

• We plan

• We boat: we drink, we eat, we fish, we dive... (we also navigate)

• We tell our friends

The opportunity

enjoy boating

beyond navigation

and beyond the boat itself

fun!

The opportunity: serve all components

• We think about boating

• We search

• We plan

• We boat: we drink, we eat, we fish, we dive... (we also navigate)

• We tell our friends

Some examples

• Social networking

• User Generated Content

• Freshest data

• Ubiquity & plotter sync

Some examples• Social networking link

• User Generated Content

• Freshest data

• Ubiquity & plotter sync

Some examples• Social networking ►

• User Generated Content

• Freshest data

• Ubiquity & plotter sync

User Generated Content

User Generated Content

User Generated Content = updates every minute

Freshest data

• Social networking

• User Generated Content • Freshest data (download)

• Ubiquity & plotter sync

Freshest data

• Social networking

• User Generated Content

• Freshest data

• Ubiquity & plotter sync

Ubiquity • PC

• iPad

• iPhone, Android, Nokia

• Plotter syncing

Enjoy the boat beyond navigation,

And beyond the boat itself

Summary:

History = navigation

Furure = LBS (Location Based Services)

What is in it for the customer

• Freshest data

• Most accurate data

• Instant gratification

• Enjoy anytime anywhere

• = FUN!

The Future: what is in it for the Dealers

• Easier sell: customer is already educated, knows what he wants

• More plotter sales

• Fewer SKUs

• No returns, no stock refreshment

• CUSTOMER KEEPS RETURNING FOR UPDATES

• Opportunity for co-marketing & narrowcasting

The two happiest moments of boating:

• When we buy the boat

• When we sell the boat

We collectively have a responsibility

Thank you