Delivered on August 11, 2025
Urban Development Supported by Maps and People Flow Data by Geotechnologies
Juichi Saito, Public Sales Specialist, Geosolutions Sales Division, Sales Headquarters
Affiliation and position information is as of the time of distribution
The Joetsu Anniversary Year Location Information Utilization Seminar @ Joetsu Myoko, hosted by LBMA Japan on June 26, 2024, had the theme ""Data Connects the Future of the Region."" The seminar delved deep into the potential for regional revitalization using location data.
We will be sharing the content of each seminar in several installments.
Accelerating Urban Development with Maps and People Flow Data: Geotechnologies' Innovative Initiative
Today, Mr. Saito of Geotechnologies, Inc., who spoke at this event, spoke about how the company's expertise in maps and its new pillar of people flow data contribute to urban development and tourism initiatives. He particularly highlighted the potential and prospects for data, focusing on use cases for government agencies.
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Geotechnologies' Strengths and Transformation
Founded in 1994, Geotechnologies celebrated its 30th anniversary last year. Originally a subsidiary of car navigation manufacturer Pioneer, Geotechnologies was responsible for digital map production. Following a business succession in 2021, the company changed its name and entered a new phase.
The company's distinctive feature is its role as a "rich maker" specializing in digital map production. In addition to its map expertise, the company has recently accumulated diverse assets, including people flow data, following the release of its "Trima" app, which allows users to earn points just by walking. This has enabled it to offer new solutions that combine maps and people flow data.
Mr. Saito is a veteran with many years of corporate sales experience, but he has been in charge of public sector sales since November of last year, demonstrating his enthusiasm for deepening collaboration with government officials.
Deepening the Use of Data in Tourism Initiatives
To measure the effectiveness of tourism initiatives, data such as the number of visitors, number of overnight stays, and sales revenue are typically used. However, Geotechnologies proposes a more in-depth approach to data utilization.
Saito emphasized that analyzing hidden data, such as when, where, and how visitors visited (linear information), where they visited before and after their stay, and the type of people, what stores they visited, and how much they spent, rather than just point data, allows for more effective measures.
GeoTechnologies offers a solution that combines GPS data (GeoPeople) obtained from its in-house service "Trima" with real-life user feedback (research). This makes it possible to understand both visitors' behavioral history and their feelings (insights).
GeoPeople links GPS data obtained from Trima usage history with anonymous user attributes such as gender, age, place of residence, family composition, and occupation, providing a detailed understanding of visitors' movements and where they stayed.
Examples: The Hokuriku Shinkansen Extension and the Nagaoka Fireworks Festival
The following two examples of actual use were presented.
・Analysis of the impact of the Hokuriku Shinkansen extension: We conducted a comparative analysis of visitor data before and after the Hokuriku Shinkansen extension in March last year (during Golden Week). The results showed a 48% increase in visitors to Tsurugano across all age groups. In particular, there was a significant increase in Shinkansen users from Ishikawa, Tokyo, and Toyama prefectures, demonstrating the significant impact the Shinkansen extension has had on attracting tourists.
Furthermore, when comparing the range of activities of train users and visitors arriving by other means, we found that non-rail users tended to travel more widely. This suggests that car users may be traveling not only around the station but also to suburban tourist spots. This data provides insights into the consideration of specific measures, such as improving secondary transportation for Shinkansen users.
・Analysis of people flow and consumer behavior survey at the Nagaoka Fireworks Festival: The Nagaoka Fireworks Festival, one of Japan's largest fireworks festivals, recorded 27 times the number of people flowing compared to normal times. Geotechnologies demonstrated its unique strength by identifying Trima users who were at the fireworks festival venue and conducting pinpoint surveys after the event.
The survey results not only provided insight into visitor satisfaction, such as whether they would return, but also specifically into the amount of money they spent. The majority of respondents answered "less than 10,000 yen," suggesting the need to consider future measures to encourage spending during their stay.
Summary
Geotechnologies combines its long-standing mapping technology with the extensive people flow data obtained from its "Trima" app to provide deeper, multifaceted analysis and solutions to the challenges faced by government and businesses.
People flow data has expanded its potential in a wide range of fields, beyond simply understanding congestion levels, including measuring the economic impact of events, developing tourism strategies, and optimizing urban planning. Saito noted that the company has established a system that allows even government officials without specialized data analysis expertise to easily consult with the company, and expressed its desire to continue contributing to the development of local communities.