In business for keeps: Business geographic and competitive advantage
All current GISSstore both types of data in either proprietary or hybrid databases. A hybrid
database refers to placing aspatial (attribute) data into an RDBMS, while the spatial data continue
to reside in a proprietary database. Although this allows the aspatial data to receive the benefits
of an RDBMS, two distinct data stores remain with the inherent deficiencies of maintaining
synchronicity between them.
To take full advantage of RDBMS technology, a Spatial Database Management System (SDBMS)
places the spatial (graphic) data and the aspatial (attribute) data into a relational store. Corporate
data, both spatial and aspatial, are unified into a single, united relational database. SDBMSS
generally consist of several components that provide data access and gee-processing capabilities.
These components include a spatial indexing mechanism, a spatial data model, gee-processing
tools, and application building toolkits. GIS products also provide “off-the-shelf” applications that
access the SDBMS.
The AM/FM/GIS can use the full set of relational database management facilities, including
security, integrity, concurrency, Iocki ng and mu Itiuser access, transaction management,
journaling, and backup and restoration. The engine also allows proprietary 4GLs to be replaced
with extended SQL. This architecture places the attribute data and the graphic data in a single
relational database. The proprietary format of the graphics is discarded in favor of a relational
format. The attribute data is accessible by any RDBMS-compliant (SQL) application or application
tool set. The graphics data is accessible by any SDBMS-compliant application or application tool
set.
The non-AM/FM/GIS applications require data translations unless they can be replaced with
SDBMS-compliant applications. Translations to the remaining non-AM/FM/GIS applications can
be of an SQL-compliant nature, rather than proprietary.
Positioning Systems Integration to Support Revenue Growth and Changing Industry Dynamics
To position information technology investments to support a reduction in operating costs, as well
as growth strategies focused on emerging market opportunities, the following should be included
in a utility’s systems integration initiative:
- A corporate database design that provides support for utility operations, as well as for market
growth initiatives; and
- The development of a systems architecture that facilitates wide distribution of and access to
corporate data assets through the use of information access and decision support tools.
Figure 1 illustrates a systems integration approach that includes support for both utility operations
and market growth initiatives. Benefits of this approach include the design and development of a
central corporate database that includes many sources of both internal and external customer
intel Iigence, producthervice, competitor, supplier, and facilities data.
Figure 1 Systems integration for operations and marketing strategy support
The customer information component in the above diagram should allow for the inclusion of
data from multiple internal and external sources that hold valuable customer data.
Development of a database design to incorporate detailed data regarding how customers are
using a utility’s products and services creates a centralized data store that focuses on the utility’s
strategy to customize products and services to address specific customer and customer segment
needs. A comprehensive corporate database is an integral part of a systems architecture that
facilitates access to spatial (geographic) and non-spatial (attribute) data via decision support and
information access tools. This allows for the easier development of applications that require
information sources that cross organizational and/or functional system boundaries.
The development of a landbase model that supports more than the existing utility operations
service area will expand the functionality of the landbase for use in retail market opportunity
analysis. For example, commercially available street network data could be included in the
landbase for a regional or multistate area to support analysis regarding the following:
- Gas main extensions
- Competitor analysis
- Market segmentation
- Target marketing both within and outside of the existing LDC service areas for current and/or
new products and services.
- Acquisition analysis
System Support for Service Unbundling
Energyservice unbundling is a response to meet the demands of the rapidly developing customer-driven
national energy market. Service unbundling will also be coupled with setvice rebundling
to meet individual customer and customer segment-specific needs and perceived value of
services. To be successful in this new energy market, utilities need access to accurate and focused
customer intelligence to aggressively market existing, and develop new, rebundled products and
services. Systems integration can support these initiatives in the following four ways:
- Improve the utility’s ability to leverage existing customer information assets housed in various
internal systems.
- Provide a means to acquire, integrate, maintain, and easily access useful external market data
regarding potential markets, customers, competitors, and possible partners.
- Provide tools, such as the Intranet Web tools described below, that allow rapid prototyping
and development of marketing, sales, customer service, and executive decision support
applications.
- Establish a systems environment that facilitates the use of information and information
technology assets to provide new customer services.
The following subsection will illustrate how the use of Intranet and Internet tools for information
distribution, along with a flexible systems integration architecture, can support a utility’s setvice
unbundling and market growth initiatives.
Use of Inttanet and Internet Tools for Information Distribution
An Intranet is an internal information system that uses Internet technology, Web services, TCP/1P
and HTTP communications protocols, and HTML publishing tools. The Internet can be used as
an external marketing, customer service, and communications tool, as follows:
- Publishing information regarding utility products and services
- Generating sales leads via interactive forms that allow a customer or potential customer to
express interest in specific products and services
- Providing shareholders with information or interactive services
- Providing two-way customer communications regarding energy use, billing, customer
preferences, etc.
- As an economic development tool to advertise available sites and associated economic,
demographic, and land use information.
An Intranet is an internal communications tool following the same security standards and policies
as the utility has for other internal systems. By establishing a corporate Intranet, a utility provides
a cost-effective means of broadly distributing information from many sources, allowing users to
access that information with common desktop tools. Many corporations are beginning to adopt
lntranet/lnternet browsers as a universal front end for internal applications and external
communications and services. This is partly due to recent advances and offerings in Web
technology software that provide capabilities such as Intranetilnternet applications development
tools and access to mainframe resources over the Intranet. Software products are now available to
develop spatial Iy enabled Intranet appl ications that can provide cost-effective, easy access to
business geographies capabilities to cross-functional corporate users.
