Show Your Customers Why They Should Buy

Forbes 9.10.2017

Your target audience of real-estate developers, construction and road repair companies, insurers, solar installers, utility companies, and telecoms may appreciate the depth of your technology. But why should they pay for a service when they can settle for second or third best and not shell out a nickel?

That was essentially the challenge that Nearmap CEO Rob Newman has with Nearmap. And he knew he had it in spades after Nearmap, an Australia-based company, made a significant investment in the U.S. market just two years ago.

Sure, Nearmap had cool technology, embodied in a new camera system and geospatial software that can generate 3-D pictures of landscapes or cityscapes and tap into existing powerful tools from Geographic Information Systems (GIS) to Amazon’s humongous farm of servers. But it had to sharpen its customer focus to convince clients its tools could help them make better-informed, faster, and less expensive decisions.
How? Newman has an expression —“capture, manage, and deliver”—that encapsulates the approach.
What’s that about?

Nearmap captures what it calls multi-view, multi-dimensional visual content. Flying at heights up to 18,000 feet above ground, its plane-mounted cameras shoot thousands of images of a given area, snapping multiple “look” angles: that is, cardinal directions (N, E, S, and W). Nearmap delivers orthoimagery (vertical views) and oblique imagery (captured at angles from 15° to 45°); its software can take thousands of data points and create a so-called dense-point cloud for what are known as 3-D textured mesh models that allow users to immerse themselves in the visualizations and navigate through a landscape.

High-resolution imagery brings a clarity several orders of magnitude greater than satellite pictures —and that kind of distinctive sharpness can help folks in the field or the home office make more informed decisions a lot faster. While most high-def mapping is traditionally done once every two or three years, Nearmap publishes such content one to three times a year.

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