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July 2004 |
Internet maps for the community in Hong Kong
Digital Maps for Internet Applications
With the advent of Internet technology and its growing popularity, the idea of using the Internet for the efficient dissemination of map information and other location-based information on websites was first conceived in the mid 90s.
CMEST
The first initiative was taken in 1996 to develop the Computerised Map Enquiry System for Tourists (CMEST) using the 1:10,000 digital maps of the SMO. This was aimed at facilitating tourists visiting Hong Kong to find relevant information, such as: hotels, transportation, scenic spots, and shopping etc. Due to the non-availability of commonly used Internet browser and the limited communication bandwidth at that time, the system had to make use of commercial plug-in CAD software so that the maps could be viewed effectively. This had inevitably caused a certain degree of inconvenience to users, however, the concept of delivering map information through the Internet was proven to be technically feasible and welcomed by the public. With the rising demand for utilising maps and the development of search engines and the availability of commonly used Internet browsers in late 1990s, this system was then gradually replaced by another Internet map application - the Mapping Information Services through the Internet Project.
MISI
In 1997 the Task Force on Exploiting Internet Technology, established by the Government, endorsed the implementation of a pilot project for the delivery of Mapping Information Services through the Internet (MISI) by way of revenue tender. The project provided a free electronic guide map service through the Internet for the public to search for locations such as streets and buildings, transport information, demographic data and public service facilities.
The partnership with the private sector approach was adopted and two business partners were selected through an open tendering system to implement the project in 1999. The term of the contract was three years, and could be renewed for another 3 years under the same terms and conditions. Basically, the Government would supply digital map data and other public services information to the partners, whereas the partners would provide hardware, software and human resources to develop the value-added map information and to disseminate such via the Internet. The proposed value added information from the partners would include property sites, shops, restaurants, hotels, entertainment locations, scenic spots, etc. They would also promote the on-line map advertising services by displaying banners or location indicators on the maps. In return the Government would receive the guaranteed fees proposed by the partners, plus a sharing of the gross revenue generated from the on-line advertising services. A small percentage of the shared revenue would be used as an improvement fund to enhance the contents of the websites.
The two websites - www.centamap.com and www.ypmap.com - were established in late 1999. Both websites are different innovations, but they have to deliver community information supplied by SMO to the public as well as their respective own information. The popularity of the websites is evident from the continuous increase of page view of map and the positive feedback from users. The average number of page view of map has been increasing from 0.1 million to 4 million per month in the four year period since 1999.
At the outset of the project, the government expected that the project could generate revenue from online advertising. Despite the increasing popularity gained by the two websites, both partners expressed difficulty in selling advertising products and services because the business operators generally were of the view that the web advertising was still in its infancy, its effectiveness could hardly be compared with that of the traditional media channels like television and newspaper. Besides, the terms and conditions would not allow them to negotiate charges with individual customers, which is a common practice in the commercial sector, nor to provide exclusive advertising service to any companies even though such would generate more revenue. This they thought posed restrictions and inflexibility on them to sell the advertising services.
The rationale for laying down such terms is to maintain the openness and fairness of the advertising services provided under the MISI project. In fact, the government is totally relying on the initiatives and expertise of the partners to market and sell advertising services. However, the partners might have different emphasis in exploiting the websites. They might only want to use the websites for promoting the company image and would therefore not put much effort and resources in soliciting advertisements in their websites.
Internet Map Permittee (IMP) Scheme
The implementation of the MISI project has prompted the business sector to be more aware of the potential of digital maps for diversified applications. To meet anticipated increasing demand for digital maps and to enable the permittees to have the flexibility in looking for more business opportunities such as redistributing the tailored-made map information to a third party, the government launched the IMP Scheme in 2001.
Each permittee is required to pay an upfront cost for purchasing the relevant digital maps and is committed to pay the Annual Licence Fees and Update Charge so that the most up-to-date maps are used together with their own value added information for displaying on the websites. There are other recurrent costs required consisting of a Permit Fee which is based on the number of sheets of digital maps displayed on the website, and the Royalty which is based on the number of page view of maps accessed by the users, and the number of location indicators created for on-line advertisement. Apart from Centamap being one of the permittees that delivers free guide map service as well as its own property information, there are other applications including the selection of convenient stores for picking up goods ordered through the Internet, location search using 3G phone and PDA, and display of entertainment events and locations etc.
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