Research challenges for a geo-information business

In summary then, our future challenge is to remove the complexity to ensure we deliver to GI consumers what they want, when they want it, and how they want it, adding genuine value to decision making and enhancing people's lives. The challenge for the cartographer is to contribute to good information delivery design. How will we know when we have succeeded? Perhaps when GI is no longer considered special; when, like good, reliable technology and good design, we consumers take it for granted; when it is ubiquitous and pervasive; when it becomes our natural choice. © Crown copyright 2004.