I’ve been wrestling with this one for some time: confusing terminology. And GIS is filled with it.
Those of us looking to drive GIS forward are still struggling to communicate the value GIS and location technology in general bring to solving business problems. Take for example my conversation over the weekend with a friend who has a senior position with an international retailer: “We use maps for our business”, he mentioned, “Google maps to help potential customers find their nearest dealer”. Location technology and maps are still seen as products for consumers: routing, pins marking a location, weather etc. As a consumer product, that is why Google Maps is so popular.
GIS Answers the Where Question
What we have to communicate is how location technology, which often outputs results as a map, can be used to help solve business problems. A good starting point might be to drop that term ‘location’. True, we do work with technology which is focused on providing location intelligence or location analysis, but few outside our (GIS) circles understand these terms. In contrast ‘where’ is universally understood.