Tobin technology assessment
Tobin’s strategy within the mapping and spatial information technology industry is to sell solutions, where Solutions = Data + Services + Software. With Tobin’s recent acquisition of a substantial software company that allowed them to develop B2B solutions, another dimension was added to their business equation.
Tobin had tremendous experience in licensing and selling packaged data. Their unique data was packaged with easy-to-use viewers and data analysis tools and generated significant revenue. The challenge was to discover other domain-specific data sets that could attract new markets to Tobin products and services.
Challenge
Lucerne International was asked to review Tobin’s mapping production teams and operations and then discuss opportunities with management and the sales team for Tobin to apply their skills and resources within other markets. Additionally, Tobin had interest in receiving an outside opinion from Lucerne as to the suitability of Tobin’s land management software packages in other industries.
A critique of the current sales operations and their effects on the production team was undertaken as well.
Solution
Although time did not permit an in-depth study of Tobin’s culture and operations, software packages were reviewed, production workstations were visited, and sales individuals were interviewed. After the interviews, the early impressions were discussed with management. Questions were raised and answered. A SWAT analysis was undertaken.
The first draft report was presented verbally to senior management and broadly circulated for review and comment. Reviewers were encouraged to correct any misconceptions and further discuss and modify the recommendations sections of the report. After another day of facilitated off-site brainstorming was conducted, a revised sales strategy document and final report was presented.
Recommendations were made to strengthen both Tobin’s current operations and offerings. The results were presented to managers and follow-on action items were assigned. Lucerne remained engaged with Tobin to assist and monitor progress.
Client
Tobin is one of the world’s leading providers of geo-business information systems and services. Geo-business information systems are a combination of software, geo-spatial data and business data that produce "intelligent" maps and images which allow the user to make better informed decisions about land assets and activities.
Results
It was determined that Tobin has a somewhat unique set of spatial information capabilities and offerings that have been proven to attract large commercial buyers, especially in oil and gas. These would be applied to other markets and perhaps in other countries.
Tobin also developed a strong business-to-business (B2B) web strategy that integrated Tobin’s SuperBase suite of products with client specific data, serving these data on the web, allowing for viewing, editing and publishing on a fee basis. Priorities were set and recommendations were made to develop a sales and organizational strategy to pursue additional opportunities.
Services
