There is no GIS career ladder. Let me clarify before you yell at me.

I am NOT suggesting there is not career mobility and growth within the GIS community. I am NOT suggesting that you cannot build a career in GIS. You most certainly can. And you are! In fact, if you go to the Bureau of Labor Statistics O*NET site, you’ll happily see the sunshine symbol next to ‘Geographic Information Systems Technologists and Technicians’ designating a ‘bright outlook’! It’s not an anthropomorphized sun emoji with a smiley face,

but that doesn’t stop me from seeing it that way. 
I do not believe that there is one clear path of upward steps for a GIS career. You know, like a ladder. There is not a widely accepted ‘Start Here’ point of origin, or any subsequent directives to ‘now step here,’ and then up, up, and away you go. I appreciate Nathan Heazlewood’s diagramming efforts to illustrate the many directions people might go in this field. Instead of a career ladder, GIS seems more like career scaffolding that you construct as you go or maybe even career parkour (scaling walls, flipping over banisters, lateral ladder jumps, etc.).

Imagine we put typical GIS job titles like Technician, Analyst, Developer, Coordinator, and Manager onto big post-it notes. First, we ask a room of GIS professionals to stick them on the wall in hierarchical career order from entry-level roles to senior positions. While I do not think there would be 100% consensus, I do believe that several of these roles would reach a general agreement on where they belong based on the skills and tasks that GIS professionals associate with each title.

Now imagine doing the same exercise with a room of non-GIS individuals responsible for hiring GIS professionals at their organization. I am not sure the notes would ever make it on the wall, or if they did, that they would be anything other than a layered, overlapping GIS career blob. As these individuals discussed each job title, they would find that from one organization to the next, the same skills and tasks were performed by different GIS roles with no real order or hierarchy evident.

GIS job titles coordinate across organizations as well as women’s pants sizes across clothing brands – that is to say, they do not coordinate at all. Dive into the job descriptions of different GIS jobs and you quickly spot this issue. Some Analyst positions read like Managers, some Technicians sound like Programmers, and some Specialists positions seem like they are the only GIS role in a company left to fend for their geospatial selves and do it ‘all’ (even if the company doesn’t know what ‘all’ is, just that they want and need it).

But you don’t have to take my word for it (Reading Rainbow reference anyone?). Matt Forrest recently compiled information from 7300 GIS or geospatial jobs listings to investigate GIS salaries and skills

One of the main takeaways is the sheer diversity of job titles and the lack of career clarity in terms of what each role does, how they interact, and how (or if) they are distinct. The analysis of free text job descriptions shows that there is not consistency on which skills are associated with which roles. For a comparative look at requested skills over time, check out previous research on GIS job listings from 2007 to 2014.

With GIS job titles used interchangeably by different organizations, you must dive into job descriptions to get a sense of what the offered role entails. So, GIS job seekers are also translators, connecting writeups with tangible GIS skills to see how the role matches their interests and abilities. Depending on who wrote the ad, this can be challenging.

I imagine it does not take GIS professionals exceptionally long to spot a GIS job ad NOT written by someone who knows GIS. In fact, I bet you quickly refine your skills to spy those written by GIS professionals vs. IT professionals vs. HR managers vs. person-who-drew-the-short-straw-and-maybe-just-used-ChatGPT. Frankly, how the ad reads can give insights into the job itself – the level of thought and care put into developing the role, the level of GIS knowledge in an organization, or the extent that they know (or don’t know) what they want. Hey, we do not have much to go from sometimes, so a little healthy speculation from the small clues in a couple paragraphs can’t hurt, right?

If you have run into this challenge in your job search and career path, you are not alone. When people post on this GIS job title / career path topic, it hits a nerve. Check out this LinkedIn thread or this Reddit discussion. Both conversations are examples of one of the best ways to combat GIS career confusion – share your experiences so we can consolidate our GIS career navigation tips and tricks.

During one of my embarrassingly frequent Instagram scrolling sessions, I skimmed some sort of inspirational / motivational / self-improvement / productivity post that said something about doing what you love, doing what you are good at, and doing what gets you paid. Later I thought about how these categories could be useful for parsing through GIS job ads and our own careers.

First, consider your own GIS skills. List which ones you love, which ones you feel proficient, and which ones fall into both of those categories. It might be useful to have a third, brutally honest category of GIS skills you dislike or just cannot do…yet.

Second, remember that job ad translation we talked about? Take some GIS job ads, translate their descriptions into GIS skills to drop into the ‘GIS things you can get paid’ for category. How do these paid skills from each ad match up to your personal GIS loves and talents? More essentially, how do they match up with your non-favorite GIS skills? Some job ads provide breakdowns of how much of the role’s time is spent on various tasks to help you avoid those less than favorite skills being a soul-draining amount of your job. But if they don’t provide those? Hey, just ask! It is important to know and avoid disappointment and misunderstanding.

GIS professionals have a shared superpower: diverse backgrounds and unique paths. Think about this idea. Instead of hiding the twists and turns and apologizing for your ‘nontraditional’ GIS background, celebrate the nuances and experiences that brought you there.

Amelia Travers (who studied geography and GIS among other things) of Avid Research shares Australian STEM career stories on her podcast. But she also makes watercolor career maps from these conversations. They are excellent illustrations of how differently inspired and influenced our career journeys can be. She encourages it as an exercise to fight imposter syndrome, and a way to realize that you are, in fact, NOT boring. It is not just an artistic rendition of the bullet points on your resume. It is an exploration of life experiences intertwined with career choices and opportunities.

If every past step is part of the journey to our present, then shredding papers in a law office led me to be geospatial. Grading linguistics papers led me to be geospatial. Rearranging furniture at home with Mom and walking around on construction sites with Dad led me to be geospatial.

Make your own career map, revel in its quirks and unexpected destinations. There is no GIS career ladder. There is just

GIS career and it is wonderfully one-of-a-kind.

Articles

Is There a GIS Career Ladder?

Shortly after we started Directions in November of '98 we decided to launch a development area of the magazine dedicated to discussion and implementation of various GIS development tools. We reopened this area to provide a forum for active GIS developers to review the various tools available and examples on how they may be used.

We intend to select applications, or pieces of applications, and assign them to ourselves.  Then we'll carry through the development, with the help of our readers, "in public," letting you look over our shoulders as we go.  Our hope is that this casual approach will be most beneficial in aiding you in your work.

Development articles, How-to's and other miscellaneous tidbits.

Directions Development

Looking for a Job in GIS? Maybe You Should Obtain a Security Clearance

MapInfo Hiring for Retail Services; Intergraph Lays off 50, mostly from Mapping Division

Good News, Bad News for Salaries, Outsourcing, and Home Businesses

U.S. Department of Labor Issues Report on Geospatial Technologies

Industry Professional Offers Career Advice

Careers Column - Most Would Recommend Their College

Has Your College Prepared You For the Real World?

GIS in Business - Searching for the Next Big Thing

Claritas, MapInfo Make Push into Analytical Services -- The geodemographic data business will never be the same...

Update on the Microsoft MapPoint 2003 End User License Agreement (EULA)

Data Quality, Data Hygiene and other Healthy Habits: The Business of Geocoding...and more

Enterprise data model represents the central nervous system for managing the operation of government: Comments on the Launch of the DC Atlas and an enterprise GIS for Washington

Intergraph Geospatial World - Conference Preview

Intergraph stock moves on news of Intel litigation

Columns DM

Discover Key Books for Geospatial Professionals

The Books page at Directions Magazine highlights influential and practical publications that deepen understanding of geospatial science, GIS (geographic information systems), and mapping technologies. Whether you are a GIS analyst, developer, educator, or spatial data researcher, authoritative books serve as indispensable resources for mastering concepts, tools, and workflows that drive the modern geospatial industry.

From introductory texts that explain foundational principles to advanced guides on spatial analysis, remote sensing, and data visualization, this curated collection connects readers with critical written works that support professional development and technical excellence. These publications help bridge the gap between theoretical geography and real-world applications across sectors such as urban planning, environmental monitoring, logistics, and public safety.

Geospatial & GIS Books

Reach a Highly Targeted Global Geospatial Audience

Advertising with Directions Magazine connects your organization with an engaged worldwide community of GIS specialists, mapping professionals, technology leaders, and decision-makers across government, business, academia, and research. As one of the most trusted platforms in the geospatial industry, Directions Magazine delivers visibility where it matters most — among professionals who rely on credible news, innovation updates, and expert insights to drive their projects and business strategies.

Flexible Advertising Solutions to Match Your Marketing Goals

Whether your objective is brand awareness, lead generation, event promotion, or product launches, Directions Magazine offers a broad portfolio of advertising opportunities. Options typically include website display banners, newsletter placements, sponsored articles, press release exposure, webinar promotion, and custom digital campaigns. Each advertising solution is designed to maximize reach, strengthen engagement, and deliver measurable marketing value.

With a consistently growing readership and a loyal audience base, Directions Magazine provides advertisers with the ability to communicate directly with niche, industry-specific professionals. Your message is showcased alongside authoritative content that readers trust, resulting in higher relevance, stronger brand positioning, and improved response potential compared to general-interest platforms.

Advertising on Directions Magazine also ensures your brand is aligned with innovation, leadership, and thought-driven industry conversation. From emerging GIS technologies to location intelligence, remote sensing, data analytics, and enterprise mapping solutions, your campaigns will appear in a dynamic environment dedicated to the advancement of geospatial knowledge.

Partnering with Directions Magazine means gaining a professional platform backed by editorial integrity and a strong industry reputation. If you are looking to elevate visibility, engage qualified audiences, and enhance your marketing impact within the geospatial sector, this is the ideal place to promote your solutions.

Advertise with Directions Magazine

Joe Francica, Editor-in-Chief & Vice Publisher

Fax Advertising Insertion orders to : 240-250-7257

For billing and other correspondence, mail information to:

CONTACT US

Tech Resources

So, what do a thoroughly peeved bovine, Sam Walton’s legacy, and auto accidents have in common? Well, location technology, of course.

The fact that only 19 of the 81 head of cattle supposedly infected with mad cow disease, also known as Bovine Spongiform Encephalopathy (BSE), have been located has government officials and consumers crying for better tracking of cattle herds. Wal-Mart, in turn, has put a four-letter word on the map for good: RFID – Radio Frequency Identification. And the seemingly overwhelming news from the Consumer Electronics show a week ago in Las Vegas was that manufacturers will stuff a GPS receiver in just about anything that moves.

For the last year or so, mad cow disease has appeared from time to time in headlines but now that it has hit the U.S. and Canada there seems to be a ‘mad’ panic to know where the very last heifer is located that is carrying this ailment. The U.S. Animal Identification Plan (USAIP) intends to implement the tracking of animal herds in Phase III. This phase will include the use of RFID technology with a target date of July 2005.

There has been much talk about RFID lately. What is it? According to Atmel, an RFID technology provider:

“An RFID system consists of an RFID reader and an RFID tag. Radio Frequency Identification (RFID) involves “contactless” reading and writing of data into an RFID tag's nonvolatile memory through an RF signal. The reader emits an RF signal and data is exchanged when the tag comes in proximity to the reader signal. The RFID tag derives its power from the RF reader signal and does not require a battery or external power source.”

Wal-Mart – A Technological Leader Putting Pressure on Suppliers

And then there is Wal-Mart. Wal-Mart has mandated the use of RFID tags on pallets carrying merchandise throughout their distribution warehouses. According to a November 23, 2003 article by InfoWorld, “Wal-Mart has laid out requirements for its suppliers to tag all cartons and pallets with wireless RFID (radio frequency identification) sensors by Jan. 1, 2005.” Already problems are arising with suppliers. One company, Campbell Soup, has an issue with RFID tags and soup cans. According to eWeek, “The problems with putting radio tags onto Campbell's soup cans are twofold: the soup and the cans. Radio waves bounce off the cans and don't move through liquid well. That means that the Camden, N.J., company has no plans to track individual cans of chunky or thin broths.”

But if they did, the implications for marketers would be enormous for micromarketing. As it is, just knowing where merchandise is being delivered could provide yet more information for target marketing in addition to better managing the distribution of Cream of Mushroom soup. According to IDC, the market research firm, retail spending on RFID will surpass $875 Million by 2007.

Retailing on the “Micro-Geography” Level – Mapping the Store and Warehouse Floor

To some readers, it may appear that RFID is a bit far-fetched of the GIS field. But like every other bit of location information that is processed, it begins with a single point. It could be a single point identified by a GPS receiver or the location of an RFID reader. Several years ago in an article in GIS World, I discussed the differentiation of several layers of geographical significance including one called “micro-geography” or an area within a very confined perimeter such as the footprint of a retail store. Others since that time, including Joe Berry and Hal Reid have discussed in subsequent articles the “mapping of the store floor,” essentially looking at the traffic patterns made by consumers as they traverse the aisles.

Understanding the location of pallets, soup cans and other units of varying sizes is only one aspect of the supply chain that improves delivery efficiency and provides better customer and field service management. Knowing how, when and from what shelf or end-cap these goods where purchased is part of a growing knowledge base of location-based merchandise planning and analysis. And the systems that will process these data will be combination of known and not-so well-known companies in the location technology space.

Enter the large IT companies. In an article last week in CNet news, writer John Spooner noted that, “A cadre of tech companies, including Intel, Microsoft and Sun Microsystems, used this week's National Retail Federation trade show in New York to announced new developments in inventory management for retailers. Chipmaker Intel is working with a consortium, including the Carrefour Group, Metro Group, and Tesco.com, to create a forum called the Electronic Product Code Retail User's Group of Europe. The forum, launched Monday, aims to speed the deployment of technologies such as RFID (radio frequency identification) and EPC (Electronic Product Code), which the group believes are superior for managing inventory in distribution centers, in warehouses and on stores' sales floors.” So, now, what seems to be evolving is a chain of IT technology suppliers that provide elements of the supply chain management, but little is understood how the location aspect of these data points will be analyzed.

GPS Drives Consumer Location Excitement…and Privacy Issues

In recent weeks, both the North American International Auto Show and the Consumer Electronics Show (CES) convened in Detroit and Las Vegas, respectively. Many of the stories and press releases coming out of these events were related to consumer “tech toys” using GPS. Here are just a few of the headlines that Directions locked in on:

And finally, wouldn't life be easier if you always knew where your kids were? QUALCOMM's SnapTrack division is offering technology to wireless carriers to keep track of the location of person's carrying a mobile device and be able to notify if that person leaves a certain predefined perimeter. In last week's Queensland Sunday Mail (Australia), an article appeared that discussed “Findafone” from a company called Internav. According to the article, “The service calculates the location based on reports from the three nearest mobile phone base stations to which it is responding. Compared with Global Positioning System tracking services, which can cost up to $1000, Findafone is expected to cost $50 to connect and about 50¢ every time it is used.” See also the Wherify press release above.

Wireless NewsFactor published an article recently entitled “Flight Data Recorder for your Car."  It was particularly interesting because of the notification system that contacts both the police and your insurance company. The article states that  “A GPS device tracks vehicle location and can interpolate speed, acceleration, and deceleration by calculating changes in location over time. A microprocessor decides when an accident has happened and sends a distress signal over a standard cellular link.” Now, what is really intriguing is if the location of the accident was updated in the actuarial systems so that underwriting premiums were constantly being “location-adjusted” factoring in all the accidents at intersections and other trouble spots. Taken to an extreme, the insurance company could almost immediately issue a letter providing you with the details of your claim, the adjuster in the area, and where to have your car repaired (and hopefully not issue a second letter with an automatic adjustment to your insurance premiums.). But are we ready to give up this much personal privacy?

The location data being recorded could also feed a travel alert system for broadcasting alternative route to aid not only motorists but also fleet managers trying to move goods from distribution warehouses (which of course have an RFID system installed that would concurrently adjust the load and manifests of trucks if the blockage were severe. In the event of natural disasters, terrorist attack, or simple road construction, the load balance could almost be instantaneous). Plus, the article notes other benefits. “Automakers recognize that they could identify dangerous defects by mining accident data for telltale signs of component failure. The auto data recorder might even prevent another Ford-Firestone debacle. And it's a relatively simple scheme -- indeed, all the necessary technologies already exist -- with tantalizing promise.” IBM and Safety Intelligence Systems (SIS) built this system, announcing their strategic relationship in a press release last November.

This is all to say that location technology is entering a new phase of possibilities where georeferenced data is being captured by sources that we may not have predicted a few years ago. Certainly, GPS has been on our radarscope for some time. But with selective availability turned off and RFID providing location and tracking within confined perimeters, the potential to map and analyze smaller geographies is now both a possibility and reality. Will this open up new avenues for GIS applications or cause increasing competition with business intelligence solution providers already looking to take location technology deeper into the enterprise?

Of Cows, Wal-Mart, and Disastrous Road Trips

Thank you for your interest in contributing to Directions Magazine. People who read Directions Magazine manage, use, or are investigating how to solve problems using geospatial technologies including GIS, GPS, location-based services, remote sensing, sensors and related technologies.

Feature articles usually run 1,200 to 1,500 words and may cover a variety of subjects. Shorter pieces are also welcome.

We suggest the following types of articles:

Solution articles explain how a challenge was addressed by geospatial technologies. Define the challenge(s) and include details of how they were resolved. If possible discuss why and how the technology was chosen and applied, the difficulties overcome, cost/savings, personnel issues and training, and lessons learned.

Tutorials can offer general or specific steps to implement a technology.

Product reviews evaluate new products or services in an unbiased way. Reviews examine technical issues related to hardware, software and data, and the features and benefits provided by the product or service.

The review should answer the following questions:

What is its intended market, and is it appropriate for it?

How well does it perform its claimed capabilities?

How easy or difficult is it to implement/learn?

How much training is suggested? What types of training (Web, tutorial, video, etc) are available?

What suggestions would you make to the vendor to enhance the product?

State of the Art articles review a technology or business area and its current state including major players, products and challenges.

Guest Editorials are "point of view" pieces that articulate a stand on a policy, technology or other issue related to geospatial technology. These are typically shorter pieces (up to 1000 words) and should include the reasons you support this view.

Other topics and forms are welcome. Please contact the Managing Editor to discuss your ideas.

Directions Magazine’s readership has a wide variety of backgrounds. We prefer a familiar rather than a scholarly tone to make content as accessible as possible. Please define the goal of the article and the benefits a reader will take away in the first two paragraphs. Define all acronyms on first use except GIS and GPS. Identify all persons quoted including their name, title and company affiliation. We prefer not to include footnotes.

While we accept articles penned by solution providers and other vendors, we do ask that they be non-commercial. We prefer that users tell their own story if at all possible.

A two line biography of the author(s) is requested. Please include the author(s)’ name(s), title(s), or organization(s), and website(s)/e-mail address(es).

Send via e-mail to the managing editor (see below). We will confirm receipt of materials. All submissions are subject to approval and editing for grammar, style, and consistency. We make no guarantee that submissions will be published.

Please provide a minimum of 3-5 digital graphics for feature articles along with the manuscript (do not embed them in a Word processing document; attach the graphics file to an e-mail). If you are unable to produce or acquire digital graphics, please contact the managing editor and we will try to assist you.

Illustrate the focus and content of the article

Show activity or movement and include people

Depict a project area (clear, colorful, dynamic scenes)

May include computer screen shots where the print onscreen is readable

Must include a descriptive caption of 15-25 words in complete sentences that explains the relationship to the article. If the author is not the provider of the graphics, please cite the source and insure permission has been given for reproduction online.

Please deliver digital file in GIF or JPEG format no wider than 700 pixels.

At this time, Directions Magazine does not pay for unsolicited articles. We welcome your contributions to the publication and the industry.

Directions Magazine gives priority to submitted articles that have not yet been published. We will consider articles that have been or will be published elsewhere, on a case-by-case basis. Please let the managing editor know if an article you are submitting for consideration has already been published elsewhere.

Directions Magazine retains copyright to the version of material which appears in any of its publications including Directions Magazine, All Points Blog, LBS360.NET, Directions Magazine français, Map Hawk or other publication owned or managed by same . For example, editorial material appearing in Directions Magazine may not be copied and republished elsewhere in the same form without appropriate credit given to Directions Magazine. Contact Jane Elliott, publisher, if you would like permission to reprint an article appearing in any of our publications.

For more information, contact Nora Parker, managing editor, at nora.parker@directionsmag.com

Editorial Guidelines

The Internet brought us the good, the bad and the ugly. Let us briefly explore these three aspects.

It brought the good for many reasons - namely it enhanced the way people communicate among themselves by erasing traditional barriers and allowing for the free flow of information across national borders.  Thanks to the Internet goods and services are exchanged at the speed of light, doctors can practice telemedicine, students can do research and executives can stay current with their education.That's good, even excellent!

The bad part is that the Internet has become a source of "bad" information from hate speech to recipes on how to build a dirty bomb.I don't want to dwell on these bad aspects since they have been discussed in many circles.

I would like to concentrate a little more on the ugly face of the Internet and, as an introduction, I will use a recent experience.

Having moved from Massachusetts to Colorado during the holidays, I was looking for a ring for my wife and, naturally, the very first thing I did was to surf the Web to find a nearby jeweler.  To my dismay, although I could find a plethora of jewelers on line, the ones which caught my attention did not list any physical address! After a few unsuccessful attempts to find their addresses, I gave up and took my car to the nearest mall.  An hour later I had what I wanted.

The lesson here? Don't believe that addresses are things of the past.  In its zeal to create a "new economy", the Internet (at least some sites on the Internet) has forgotten the value of an address.  People have an address, and even virtual businesses need an address to be incorporated and operate.

Marketers all know too well the value of an address when they get back mail stamped by the Post Office as "RETURN TO SENDER", or "ADDRESS UNKNOWN". Every piece of returned mail should be seen as wasted production and postage costs and should be avoided at all cost.

Health care organizations too are well aware of the cost of bad addresses.  Bill Davenhall, Health Solutions Manager at Environmental Systems Research Institute, Inc.(ESRI) came up with a staggering figure.

"Every day more than one million incorrect addresses are entered into the nation's health data system," Davenhall notes.  "Of the 4.5 billion claims mailed each year, 11 percent of them contain invalid addresses.  Considering that the labor, postage and production costs associated with a mail piece average $6.22 per piece, bad address data on health care claims costs the industry over $3 billion annually."

Addresses are one of the most valuable assets we deal with - be it on an individual level (don't we hate to lose our friends' addresses?) or business level.

What do we do to obtain and work with clean addresses?

Once they are cleansed, what can we do with those addresses?

Is address hygiene a one time feat or is it a journey?

In addition to cleansing addresses, businesses can enhance the value of this information through geocoding - adding latitude/longitude data to addresses.  The process is not a new one.  However, modern geocoders have reached a high level of sophistication.

Thanks to the United States Postal Service's well-defined address standards, early geocoders were able to "understand" that structure and with parsing and address standardization achieve a relatively decent "hit" rate.  Modern geocoders use additional processing and data conflation to enhance the percentage of correct geocodes and minimize "false positives," or an incorrectly matched address.

Address standardization and geocoding both require a reference database. In the case of address standardization, the database is used for comparison purposes.When it comes to geocoding, a spatial street network file is used to determine the correct geographic coordinate for an address.For instance, by combining these two types of data sources using proprietary processing logic, a wide range of technologies can create a unique, more complete database.In the new database, each address has both United States Postal Service (USPS) and geographic information associated with it.

How does the conflation of postal and geographic data help? Assume that you want to standardize this address: "100 S Main St".Let us further assume that the only street segment in the USPS database was "100 Main St." Most matching engines would drop the pre-directional for a high quality match, thus creating a "false positive" or an incorrectly matched address. Using a conflation process prevents this problem from happening by building a better matching database.

Products are available that can return coordinates (latitude/longitude) and Census block group information.Coordinate information is most commonly used with spatial types of business problems.For example, "How far is my customers' address from a particular store?" Block group codes allow for further geodemographic enhancement.This data is used by direct marketers to answer question such as "What is the average household income on the northeast side of town?"

The ability to return latitude and longitude opens the door to a variety of spatial analyses based on maps or not.  For example, from three data sets such as precinct boundaries, polling place addresses and voters' addresses, address verification technologies can perform a simple point-in-polygon and automatically assign the correct polling place for any registered voter.  Without any map!

Most industries recognize nowadays the value of correctly geocoded addresses and use geographic coordinates in their every day operations to assess risk, comply with governmental regulations or just market goods and services.

The danger lies in the fact some organizations believe it is sufficient to verify address information just once in a while.However, with nearly 40 million Americans changing residences each year, address data must be updated on a regular basis if you are to maintain important relationships.  This figure doesn't even include the thousands of businesses that relocate.

Geocoding Challenges and the Internet

"Direction Magazine is the Worldwide Source for Geospatial Technology" and we bring our readers three editions each week that cover issues related to geographic information system, mobile location-based services, and spatial data and databases. In addition, Directions publishes information on careers and jobs, company financial information, and all the news that geospatial professionals need to be kept up-to-date with what is going on in our technology sector.

You may subscribe/unsubscribe to the following email newsletters by entering your address and selecting the appropriate action. Please note that there's an alternative subscription interface for registered users with the added feature of displaying the lists you're subscribed to.

Directions Magazine respects the privacy of every individual and we will not share your personal information with others.

For issues regarding subscriptions contact webmaster@DirectionsMag.com

Newsletter Subscription

Let me clear this up first – this is not about real estate. (Pause to allow time for anyone exiting….) This is about finding myself in sales without realizing it. The one constant through my resumé of work adventures is the general activity of selling geography in different ways. Really, many of us in this field often serve as geography salespeople at one point or another, and honestly, maybe we should be more deliberate about it. People interact with geography every day, so as geographers, maybe we should try to share the insights offered by our field when we get the chance to do so, to share the benefits of a geographical lens as we all do our best to get by and share space.

I fell into teaching. If you stay in school long enough, they eventually lure you into it. If you are first-time teaching geography at the college level, there’s a good chance you’ve landed an introductory elective. Your students are most likely there to check a curriculum box, not itching to dive into the discipline. So there you are as a geographer, in front of people who maybe didn’t even realize the world had geographers, or that they did more than compete in non-spelling bees. (Does this sound familiar to anyone: Being the lone geographer at your organization, on your project, or attending a meeting? Surrounded by people unfamiliar with your profession and maybe needing some convincing of its relevance?)

While teaching was terrifying, I remembered I quite liked this geography thing. At first, promoting the field was probably about trying to justify my life choices, but soon I found myself championing it whenever I could. Geography is a mechanism you can use to relate with anyone – even grumbly, I-don’t-want-to-be-here freshmen (or cynical, what-do-we-need-a-geographer-for collaborators). I’ve found it as handy for social skills as for analytical thinking. Geography and its real-world revelations of connectedness provides those wonderful ‘Aha!’ moments for students (and for colleagues). I lived for those: For teaching that geography is useful to their lives, not just their transcripts. That geographers do exist and have a lot to offer. I wanted to sell them on geography, on thinking spatially, for their benefit. I think many geographers feel like this.

I didn’t convert any new majors, just aimed to nudge some minds to be more geography-inclined. Maybe that is a good underlying motivation for all of us — to help others be more geographically aware in an everyday, useful way. Hats off to all those sellers of geography in the classroom at all levels. You are the initial geography ambassadors. You are the ones that brought most of us here. And we’re grateful.

Outreach is one of those work areas that, honestly, seemed as vague to me as consulting — and then I found myself doing it. Instead of working in geography, I found myself working for geography — at a nonprofit, advocating (selling) for the discipline. It could be talking to students about career opportunities, talking to employers about the benefits of hiring a geographer, or talking to researchers or organizations about why they should collaborate with geographers.

At the Esri User Conference, the acclaimed “mappiest place on Earth,” I was asked by a shipping company executive why they should hire geographers. It was delivered a bit like a challenge. There, in one of the most spatial events on the planet, teeming with the most spatially-minded people, I was still getting asked, “WHY geography? WHY geographers?” I wonder how many geographers, from new graduates to career-established professionals, regularly find themselves having to make a case for geography — for what they do, for the expertise they bring, for how their perspective is valuable. Have you ever, impromptu or planned, delivered a sales pitch for geography? If so, we thank you for it. Every time you do so, you help to push for more opportunities for, and visibility of, geographers. Every sale counts.

There is a need for geography outreach to geographers — for helping them to sell their own trade. It’s not about memorizing a sales pitch delivered verbatim with rehearsed enthusiasm. It’s about helping geographers convert their own passion, skills, and versatility into a story that connects with others. From students wanting to explain their field and its prospects to their parents, faculty making the case for geography degree programs and departments, employees suggesting the establishment or expansion of geospatial technology at their organization, or researchers proposing why they are best suited as geographers to carry out a particular project. Each of these circumstances requires selling geography to a different audience, and each sale is quite crucial.

I’m now a mapmaker turned maker with maps, selling geography-inspired goods, but I still regularly sell geography as a discipline. I’m not in the classroom. I’m not on the conference circuit. I’m at markets, interacting with a wide range of people around the focal point of geography. I learn about their connection to places and I share mine with them. We pour over old maps together and I sneak in mentions of mapping techniques. It’s a great example of the real magic of our discipline. Geography brings people into my space, into conversation with me, who otherwise would have just been another stranger I passed on the street.

When customers ask about how I got started, the discussion often leads to talk of career paths and what geographers do. When people mention that a young one (their own child or a relative) loves maps, I want to give away any and all things to connect with that geographer-in-training. My pitches from prior roles still come in handy too. At a recent market (where I had my first ever slice of homemade cheese pie), a grandmother asked me, “What kind of job can my grandson get if he majors in geography?” He sheepishly stood right next to her with a look of “I’m sorry she asked but could you help me with an answer?” I didn’t make a product sale in that moment. I went for a geography sale, and frankly, it was as satisfying as the cheese pie. And that’s saying something.

We see geography everywhere, and the work of geographers everywhere, but many people don’t…..yet. There are many opportunities to sell geography and many benefits to knowing how to do so, not least among them as a reminder to yourself of what you do and why you do it. Pitching anything on the spot can be daunting, but less so if you are ready for it. Practice your geography sales pitch. Hone your elevator speech about your career, your field, and what it has to offer. I promise it won’t be a waste of your time. You’ll end up using it. In fact, it might come in handy more than you think.

Selling Geography

The Internet is not entirely "borderless"

Quova is in the business of "geolocation on the internet." That is, since computers using the internet have an internet protocol (IP) address, it is possible to determine "where" that computer resides, not just in cyberspace, but with a physical location as well. According to Tom Miltonberger, senior vice president of products at Quova, "the company started in 2000 with a  mission to enable real-world business on the internet by helping businesses know where their customers are."

Every computer on the Internet has an IP address, which is sort of like a phone number, but without the prefixes or country codes that reveal its location.  Quova plays "detective" about routers, gateways, and trace information.The company has access to registries of IP addresses, and various information that is provided through relationships with partners. Quova has a data collection network that captures information about how traffic is routed and stores the information in an Oracle database.Then they extract information to understand where these gateways and routers are located.Using sophisticated artificial intelligence algorithms to process the information, a geolocation can be determined.

But automation is not enough.Quova has a staff of trained network analysts to look at raw data to follow-up on the information that they receive. Their job is to determine how each ISP routes their IP addresses.Over time, this information is fed back through to the algorithms to "learn" more about the routing process.This feedback can ascertain information about whether the connection is DSL or dial-up, for example.Once a given IP address has been identified, Quova can tell you where it is located down to the city level.Quova's software solutions have a precision that is approximately within a 20-50 mile radius.

Quova's primary solution is called "GeoPoint." The GeoPoint Data Delivery Server (DDS) is a Java application with a high-performance, in-memory database that provides a real time geographical location that is associated with an IP address.GeoPoint has an application-programming interface (API) that can be integrated into other business process software solutions. According to Quova, "The techniques (for geolocation) are capable of producing intermediate location estimates for single IP address, with levels of resolution (country, state, DMA) and accuracy.These intermediate estimates are then processed through proprietary algorithms to give final IP address geolocation information and a confidence factor."

GeoPoint is run locally.Each GeoPoint DDS customer installs a local copy of the IP geolocation database.Once installed at the user's site, GeoPoint itself "calls home" for data update.The "part onsite, part ASP" solution is purchased through a subscription to license the data.

Quova has two other solutions: GeoTraffic, a report that is run by Quova that according to Miltonberger is "a deep dive" into IP address; and GeoProfile, a customized service provided by Quova's network analysts for answering specific IP address questions, particularly for applications involving fraud detection, regulatory or licensing compliance.

Quova has sold its products and services to online retailers, media companies, and companies that need to stay within newly established internet laws to avoid regulatory non-compliance.

One example is from the online gaming industry.It is illegal for casino owners to provide gambling on the internet in the U.S., as well as in Germany and China.Failure to comply with these regulations could cost the owners their gambling license.The GeoPoint solution identifies the geographic location of the potential online gaming customer to ensure that he or she is not within a jurisdiction where online gaming is prohibited.

Another example includes customers such as Major League Baseball (MLB), which must grant broadcast rights to local franchises.MLB was looking into streaming broadcasts of baseball games over the internet but needed to adhere to local blackout restrictions.MLB uses Quova to monitor the location of online "fans" to make certain they are not within the blackout area.

Online retailers can customize the promotional information going back to the computer based on their geographic location.V&S; Vin & Sprit AB of Sweden, distillers of Absolut vodka, wanted to establish an online presence.According to Quova, "through Absolut.com, the company leverages the marketing power of its web presence to deliver focused messaging to its international target markets, with an emphasis on adherence to the laws, regulations and standards for each market.Determining the impact of the online messaging and branding efforts is critical to the company's business model.To maximize its marketing initiatives, absolut.com needed to accurately track its website traffic by geography - from the national level down to metropolitan area - in order to execute geography-based marketing plans, localize web marketing content and perform offline market analysis.The company therefore required accurate, specific geolocation data that could be incorporated into its existing web structure and analyzed for marketing impact."

These are just some of the applications in which Quova is involved. According to Miltonberger, "There is not always verification that a user is who they say they are.For example, transactions coming from public access points must be checked for inconsistencies where, for example, the shipping address is not the same as the delivery address." And so Quova has staked a niche in cyberspace where customers such as Amazon, Expedia, and The Sharper Image are "finding" much success.

Quova, Inc - Sleuthing Cyberspace for IP-based Geographic Information

Europe has quietly crossed an important threshold in its space ambitions. With its latest Ariane 6 mission, the continent has once again demonstrated the ability to place strategic assets into orbit without relying on outside launch providers — a capability that had been missing for months.

The rocket lifted off from the Guiana Space Centre in northern South America during the early morning hours, carrying a pair of navigation satellites intended for the European Union’s Galileo system. Several hours later, mission controllers confirmed that both spacecraft had separated as planned, marking another clean flight for the long-delayed launcher.

Rather than expanding coverage, the newly deployed satellites strengthen the architecture of Galileo itself. By increasing redundancy within the constellation, the system becomes less vulnerable to failures and better positioned to maintain uninterrupted service for civilian, commercial, and governmental users worldwide. With the latest addition, the network now operates more than thirty satellites in medium Earth orbit.

European space officials describe Galileo as a cornerstone of digital sovereignty. The system was designed to function independently of foreign navigation platforms and to offer higher precision for applications ranging from transportation and logistics to emergency services and financial infrastructure.

From Capability Gap to Operational Recovery

The success carries weight beyond the satellites themselves. In recent years, Europe’s launch sector endured an uncomfortable period of dependence after cooperation with Russia collapsed and access to Soyuz rockets ended abruptly. At the same time, repeated delays pushed Ariane 6 well beyond its original schedule, leaving the region without a guaranteed route to space.

During that gap, European institutions turned to non-European launch providers to keep key programmes alive — a pragmatic solution, but one that highlighted strategic vulnerabilities policymakers had long warned about.

The return of Ariane 6 to routine service changes that equation. The vehicle is now positioned as the primary launcher for Europe’s institutional missions, gradually replacing Ariane 5 and restoring a measure of autonomy that had been temporarily lost.

Despite the progress, Ariane 6 enters service in a rapidly shifting market. The global launch industry has been transformed by reusable rockets, which have driven down costs and increased launch cadence. Ariane 6, built as a single-use system, competes in an environment very different from the one envisioned when its design was finalized.

European launch operators have acknowledged the challenge. While flight rates are expected to increase over the next two years, long-term competitiveness will depend on how quickly Europe can move toward partially or fully reusable solutions.

The next major Ariane 6 flight, scheduled for early 2026, will introduce a heavier configuration equipped with four boosters. That mission is expected to deploy a large batch of satellites for Amazon’s low-Earth-orbit broadband network, marking a shift toward higher-volume commercial launches.

For now, the Galileo mission sends a clear message: Europe has regained control over its access to orbit. The achievement does not resolve deeper structural questions about cost, reusability, or industrial speed, but it closes a critical chapter defined by delays and dependency.

As competition intensifies and space infrastructure becomes increasingly central to economic and security policy, Ariane 6 represents both a recovery and a test. Its future success will depend not only on flawless launches, but on whether Europe can adapt its space strategy to a market that no longer rewards tradition alone.

Ariane 6 Signals Europe’s Return to Autonomous Spaceflight With New Galileo Deployment

Modern ships do not navigate by instinct — they navigate by satellites. Strip that layer away, and even the most advanced vessel becomes vulnerable. This is precisely the weakness a UK technology team set out to confront, not in a laboratory, but on open water.

CPI TMD, the technology arm within CPI’s Electron Device Business, has completed a live maritime deployment of a navigation system that does not depend on constant satellite input. Instead of relying on space-based signals, the system anchors itself in quantum physics — and it was tested under real working conditions at sea.

This was not a controlled demonstration aboard a research platform. The equipment was installed temporarily on an active service vessel, forced to perform amid vibration, motion, schedule pressure and the unpredictability of daily maritime operations.

Why Navigation Without Satellites Is No Longer Optional

Satellite navigation has quietly become a single point of failure. Ports, shipping lanes, energy infrastructure, emergency services and logistics chains all assume uninterrupted access to GNSS signals. When those signals degrade — through interference, conflict or technical failure — the consequences cascade rapidly.

Economic modelling has already shown that even a short nationwide GNSS disruption would ripple across transport, power distribution and supply networks. The risk is not theoretical. It is structural.

This vulnerability has accelerated interest in navigation technologies that can continue functioning when satellites disappear. The question is no longer whether alternatives are needed, but whether they can survive outside controlled environments.

A Different Approach to Inertial Navigation

The system evaluated during the sea deployment — known internally as Harlequin — does not attempt to replace inertial navigation. Instead, it reinforces it.

Traditional inertial navigation systems calculate position by continuously integrating motion data. Over time, even microscopic measurement errors accumulate, gradually pushing position estimates off course. This phenomenon, known as drift, is unavoidable with purely classical sensors.

Harlequin introduces a fundamentally different reference point. By incorporating a quantum-based accelerometer that uses ultra-cold atoms as its measurement foundation, the system periodically reins in accumulated error. Rather than letting drift grow unchecked, it resets accuracy from a physical constant governed by quantum mechanics.

The result is not perfect navigation — but longer trust in navigation when external signals vanish.

Quantum sensors are notoriously delicate. Temperature stability, isolation and calibration are usually enforced through elaborate laboratory setups. That is why proving their survivability at sea matters more than performance graphs.

During the trial, the navigation unit had to be installed, operated and removed without disrupting the vessel’s core mission. No dedicated test windows. No special handling. No environmental shielding beyond what a working ship already provides.

Despite constant movement, mechanical noise and operational interruptions, the system continued to function as designed. The significance lies not in raw accuracy, but in persistence — a prerequisite for any technology intended to leave the lab for good.

The ship itself — THV Galatea — exists to do work, not host experiments. Its responsibilities include maintaining navigational markers, inspecting sea routes, identifying hazards and supporting marine construction projects.

The navigation trial had to coexist with those tasks. Equipment was integrated temporarily, operated around existing workflows, and removed without altering the vessel’s configuration.

This constraint was deliberate. A system that requires special treatment cannot scale. A system that survives routine operational friction just might.

Navigation resilience is no longer a civilian concern alone. Offshore energy installations, undersea infrastructure, coastal surveillance and defense operations all share the same dependency: knowing where you are when satellites cannot help you.

By validating quantum-assisted inertial navigation in an operational setting, CPI TMD is contributing to a broader shift away from exclusive reliance on space-based positioning. The implications extend into security planning, infrastructure protection and contested environments where signal denial is expected rather than exceptional.

The sea trial was not an endpoint. Data collected during deployment is now feeding into system revisions focused on durability, integration and long-term stability aboard ships.

A follow-up deployment is planned toward the end of 2026, with the aim of closing the gap between experimental hardware and deployable maritime technology. Whether quantum-enhanced navigation becomes standard will depend less on theory — and more on how quietly it continues to work when everything else stops.

Geospatial Industry News

When Navigation Loses the Sky: A Quantum System Proves It Can Sail Without Satellites

Keeping continuous watch over objects on Earth from orbit has long been more aspiration than reality. Now, a new research contract suggests the U.S. defense community wants to turn that idea into an automated, scalable system that relies less on human operators and more on machine decision-making.

BAE Systems’ research division, FAST Labs, has been selected to continue work on DARPA’s Oversight initiative, securing $16 million to move the project into its second development phase. The effort centers on building software that allows satellite constellations to independently maintain awareness of large numbers of ground-based assets over time — a concept known internally as persistent custody.

The funding follows an earlier experimental stage in which the company tested its approach entirely in virtual environments. During that initial phase, the system was embedded into simulation frameworks designed to mimic how satellites and sensors behave under real operational conditions. Those trials were used to validate whether an automated architecture could coordinate observation tasks without constant human direction.

The next phase shifts focus away from proof-of-concept demonstrations and toward scale and realism. Engineers will now stress-test the system against denser satellite networks, more dynamic scenarios, and increasingly detailed digital models. The aim is to see how the technology behaves when complexity rises and variables multiply — conditions that typically expose the limits of automation.

Unlike the first stage, which remained confined to modeling tools, Phase 2 is expected to bridge the gap between laboratory experimentation and operational use. The autonomous software will be prepared for deployment not only within ground-based systems but also directly aboard satellites operating at the tactical edge, where processing power, connectivity, and response time are constrained.

Esri Expands World Geocoding Service Capability

Expanded Global Coverage for Geocoding

Refined Matching and Intersection Logic

Benefits for GIS and Spatial Analytics Professionals

Supporting Advanced Use Cases

Read more