Where are Maps taking us?

I have recently researched 2 mapping technologies. 1)The internet maps (such as Google and Yahoo maps) and 2)web map applications for organizations (companies that sell an application to place internal data on the web with desktop “ish” GIS functionality). I am struggling with comparing the two, with the reservation of knowing web map applications still have not moved into the new arena of internet maps' popularity, and provide so many tools so few use.

The web has changed drastically within the past year. I live in an influential region of the country, sometimes referred to as the “second silicon valley”. I have many friends that work in tech start-ups and all have received investment funding. These companies were born with a mindset that Web 2.0 is the only future in which to make money. I am constantly amazed by their marketing, PR capabilities, and how well they sell product. Surrounded by these mindsets can be overwhelming. GIS, as cool as it is, has a long way to catch up.

What is Web 2.0? It's many things to different people. But the gist is:
• The end user does not see an application
• New, simpler, intuitive interfaces (UI) – very ergonomically friendly
• User generated content and visualization
• Mash-up is imperative. Mash-up is loosely spoken of, but it comes down to the integration of content and functionality from multiple sources; and coupling those into the visibility of one application. Sources can be from anywhere, anyone, multiple vendors, or even a government provider.
• SaaS – software as a service – like all the internet maps now.
• Services added as functionality by requirements of the end user – a pick list of functions only needed by the individual user
• Search (SEO), and the search input as the “new” command line. Anything you want to do is typed into one line, i.e.… geocode an address- then search for all pizza locations within view. This functionality has the chance to provide the ultimate end-user power - to simply add in GIS layers by keywords.

In contrast, to understand what above means, recall what Web 1.0 was:
• An application controls the user experience
• Applications that provide every tool imaginable but:
o UI not intuitive, exposing hundreds of buttons and tools – limited to what the manufacturer of the application wanted to provide
o Functions and tools that require a manual to use
• Content and services are provided by the end-user or its organization only
• Additional functionality has to be programmed, which breaks code and in turn provides maintenance nightmares.

From my research I saw lots of Web 1.0 and very limited Web 2.0. Technology needs to have that “ah-ha!” factor that gives consumers the “got to have it” feel. This also sparks the interests of investment bankers. So, where do we place priorities on new mapping technology? I believe it comes down to:
A) What is best for the organization
B) What will the masses want next

I did not see any benefits for the current users of web map applications. The only thing I could see is they can mash-up some internet map content (centerline, images) with their own data. But is that really a benefit? I believe anyone who has a web map application already serves that content, and it is more current than the internet maps’ data.

What will the masses want next? Competition of internet mapping will be fierce in the future. How do we compete with the next round of programmers that do not create applications, but consume content and services from around the globe, creating a single viewpoint for the user with more information than ever? In many government organizations, it is easier to consume Yahoo’s traffic service than to go across the hall and ask for street closure data.

Mapping companies need to think of who they are serving. Currently their web apps serve a minority within an organization:
1. Those who do not want to learn desktop GIS
2. Those who need access to secured data
The struggling economy today has proved the challenge of companies to make a profit by serving government GIS clients, which is generally web map applications’ focus. We need to think about the private sector.