26
Chapter 3
possibly lead to the definition of a new methodology, based on EO
techniques, to satisfy part of the information requirement of the ESDP.
3.5
Customer segments workshop studies
A principal aim of the CEO program is to increase the number of
customers for EO data and information. An initiative to help achieve this aim
is to undertake a series of workshop discussions with specific customer
segments in governmental or commercial organizations, which have been
identified as significant potential customers for EO derived information.
The nature of the requirement analysis is as follows:
1. to conduct a series of workshops with representatives from the customer
segment;
2. to identify in detail which of their professional tasks can potentially
benefit from EO information;
3. to derive a specification of EO products that are currently feasible, to
address these professional tasks;
4. to provide a comprehensive report, characterizing the customer segment,
its potential usage of EO, and in particular, identifying the value (benefits
against costs) that EO information can provide; and
5. to provide an “information paper”, to brief other individuals and
organizations in the customer segment of the benefits of using EO
information.
The goals of the selection were to identify professional groups, who have
the potential to be major users of EO information, and to become recurring
customers. Mature customer segments (such as oil exploration companies)
were excluded. It is inevitable that certain organizations within the selected
groups would already have been contacted, or become customers of the VA
(value adding) industry. However, where it could be seen that the group as a
whole was still largely unaware of the value of EO, or their requirements for
using EO information (although having potential) were still unclear, then
these were still considered as target groups.
Each study has produced an information paper destined to the potential
customers and a detailed final report. These documents are available on-line
from the CEO WWW site mentioned earlier. Four additional studies will
soon be undertaken, addressing agro-business, shipping, land navigation/
digital mapping and water companies.
Brief descriptions of the 5 segments for which the studies are completed
follow.
Chapter 3
possibly lead to the definition of a new methodology, based on EO
techniques, to satisfy part of the information requirement of the ESDP.
3.5
Customer segments workshop studies
A principal aim of the CEO program is to increase the number of
customers for EO data and information. An initiative to help achieve this aim
is to undertake a series of workshop discussions with specific customer
segments in governmental or commercial organizations, which have been
identified as significant potential customers for EO derived information.
The nature of the requirement analysis is as follows:
1. to conduct a series of workshops with representatives from the customer
segment;
2. to identify in detail which of their professional tasks can potentially
benefit from EO information;
3. to derive a specification of EO products that are currently feasible, to
address these professional tasks;
4. to provide a comprehensive report, characterizing the customer segment,
its potential usage of EO, and in particular, identifying the value (benefits
against costs) that EO information can provide; and
5. to provide an “information paper”, to brief other individuals and
organizations in the customer segment of the benefits of using EO
information.
The goals of the selection were to identify professional groups, who have
the potential to be major users of EO information, and to become recurring
customers. Mature customer segments (such as oil exploration companies)
were excluded. It is inevitable that certain organizations within the selected
groups would already have been contacted, or become customers of the VA
(value adding) industry. However, where it could be seen that the group as a
whole was still largely unaware of the value of EO, or their requirements for
using EO information (although having potential) were still unclear, then
these were still considered as target groups.
Each study has produced an information paper destined to the potential
customers and a detailed final report. These documents are available on-line
from the CEO WWW site mentioned earlier. Four additional studies will
soon be undertaken, addressing agro-business, shipping, land navigation/
digital mapping and water companies.
Brief descriptions of the 5 segments for which the studies are completed
follow.