When an Indian plane was shot down in the beginning of the Kargil war, the Air Chief was apparently at a naval event in Goa. When informed about the incident, he demanded a map be produced of the location. Just that the maps were not available. It was days of pre-Google Maps, the days when one had to do with physical maps. Of course, a naval base in Goa was hardly expected to have maps of Himalayan borders around Kargil. Yet they could not disobey the Chief. They somehow managed to get a map to show him the location and related details. The thought strikes around as one wonders the progress the map making industry has made in the last twenty years or so. From one with high granularity, map-making has now degranualrized and every Tom Dick and Harry has access to maps. It is has made much easier that anyone could travel anywhere thanks to the Google Maps and its competitors. Yet, the map making landscape in India remained hostage to regulations that were drafted for a age where maps were preserve of the state and conceivably a top secret. While the modern day map-making might trace its origins to Europe at the dawn of Renaissance, the current map making era is heading to something radically new.
The Indian map making policy was announced which seemingly has liberalized the industry from the regulatory barriers. The barriers to entry seem to have been dismantled and the policy now is gearing up towards a near Laissez Faire. This would potentially can transform the industry as we know it. The Laissez Faire is applicable to Indian firms and thus they have an advantage. Map making from physical era transformed to the digital through the arrival of Geographical Information Systems and the global positioning systems (GPS). The satellite maps were able to create location information and more importantly monetize the same. Any activity would find its value enhanced when it can be monetized. Google Maps was conceived in Bangalore yet it was Google which monetized it creating a near monopoly. While Indian firms did not have advantages thanks to the regulatory barriers to surmount, the new policy would open up quite a lot of interesting vistas.
The cartographic innovations led to the age of geography in the Middle Ages bringing to what is called golden age of geography well into the 19th century. It brought in its own heroes, those adventurers who explored the unmarked areas of the earth bringing knowledge and distances closer. The satellite era beginning in the 1990s coupled with the rise of internet gave a rise to an age of micro-geography. The current era in very short time is progressing further. This is the age of drones. Drone cameras, technologies like LIDAR, close circuit cameras with ability to capture 360 degrees are all bringing us to the age of what one might term nano-geography. The resolution might now be in the range of few centimeters something unimaginable not long ago. This will potentially create new industries. There is apparently a myopia when one wants to forecast the prospective new industries. Each innovation spawns an ecosystem that brings very different activities on the radar which were not even thought of. The Indian map-making firms have a lot to aim for in these evolving segments. The last mile delivery in e-commerce etc. would be revolutionized. It is not e-commerce firms, but courier services, supply chain and logistic firms, cab aggregators, autorickshaws, freight transport aggregators , tourism industry, disaster zone mapping and rescue management, food delivery services, municipal infrastructure mapping, tax services, road construction, mapping natural objects like mountains all will find new ways to innovate and going one step further monetizing new means. There will be firms which will seek to monetize in new ways given the new methods in play.
The feature of map-making policy announced is the virtual elimination of prior approvals and clearances. There would be a negative list indicating what cannot be mapped. But barring that, it is a carte blanche to the industry to map whatever they feel. In industries in the digital domain, it is a belief that the competition is global. While it might be true in certain cases like social media platforms, the map making is an industry which is essentially local in nature. In the context of India, it is the company that maps the most accurate and cost effective would be the leader. These can be niche firms specializing in sectoral geographies that might dominate. Hence there is all the reason for Indian firms to exploit the new measures. Google Maps might be globally dominant, yet it can face challenges across geographies and even sub geographies. The success of Indian firms, let us say MakemyIndia would lie in their ability to be preferred choice of maps for firms like supply chain, cab aggregators, food delivery companies, among others. It is the network effects coupled with the geographical dominance and specialization that would lead to success in this industry.
The policy is just the first measure that is required to transform the cartographic industry. Yet it would be wrong to expect radical changes overnight. The industry doesn’t get built in a day. It would open up opportunities for many firms seeking to explore this segment. The current last mile delivery costs account for more than a quarter of total costs according to some estimates. The industry transformation would bring it perhaps down to under five percent or so and thus would go long way in reducing prices. The lower prices would obviously increase the consumption. Thus new ways of monetizing and new products in themselves will start emerging in the next few years or so in this cartographic segment. While there would be an eye on the legacy players, yet given the history of industries, it would not surprise if one finds some player far away from the scene making a splash and thus upsetting the legacy players. This is something India should wait for as it welcomes the changes in the map-making industry premised on open data, transparency, low barriers of entry, free of government regulation and a canvas abound with unexpected opportunities.
Thoughts on Theory and Practice 