Matt Ball writes about GIS applications and technology for Esri as a marketing writer in the strategic communications group. He recently made the transition from B2B media to corporate communications, changing his nearly 20 years of outside-in perspective on the geospatial industry to inside-out. Previously, he founded V1 Media with the publications Informed Infrastructure, Earth Imaging Journal, Sensors & Systems, Asian Surveying & Mapping and the video news site Geospatial Stream. He is a past editor of GeoWorld magazine and was the show manager for the GeoTec Event, which was Canada's largest geospatial tradeshow.