For years, the geospatial industry has grappled with an identity crisis, often resorting to a rather peculiar linguistic habit: slapping “Geo-” in front of any technology term remotely related to location. “Geo-analytics,” “geo-fencing,” “geo-marketing”—the list goes on.
And don’t get be started on Geo-AI !
This pervasive prefixing, I’d argue, is a desperate attempt to cling to the myth that Geo or “Spatial is special,” a self-defeating endeavour that ultimately hinders the industry’s true integration into the broader technological landscape.
Let’s be clear: location is of course fundamental. It’s an essential component of countless modern applications, from logistics to social media. But the notion that simply incorporating spatial data elevates a technology to a unique “geo” category is, frankly, outdated and counterproductive. It creates an artificial barrier, suggesting that anyone outside the “geo” bubble can’t fully grasp or innovate within this space.
Let’s be clear: location is of course fundamental.
Consider the ubiquitous example of Uber. It’s a prime example of a company whose entire business model is built upon location intelligence. Without real-time tracking, optimised routing, and dynamic pricing based on geographic demand, Uber simply wouldn’t exist. So, by the geospatial industry’s own logic, shouldn’t we be calling it “Geo-Taxi”?
Of course not.
Calling Uber “Geo-Taxi” sounds ridiculous precisely because it highlights the absurdity of this “geo-prefixing” habit. Uber is a transportation platform. It leverages a multitude of technologies—mobile computing, payment processing, data analytics, and yes, geospatial data—to deliver a service. The “geo” aspect is an enabler, not the defining characteristic of the entire enterprise.
The problem with constantly adding “Geo-” is that it inadvertently reinforces the idea that geospatial technology operates in a silo, distinct from mainstream tech. It implies a level of complexity or niche expertise that, while sometimes true for highly specialised applications, isn’t reflective of how location data is now seamlessly integrated into everyday solutions.
The reality is, most groundbreaking innovations that heavily rely on location data are coming from companies that don’t brand themselves as “geo” companies. They are logistics companies, e-commerce giants, social media platforms, and autonomous vehicle developers. They embed geospatial capabilities deeply within their systems without needing a special prefix to validate their use of spatial information. They simply solve problems, and location data is a critical tool in their arsenal.
So, what’s the alternative? Instead of clinging to the “Geo-” prefix, the geospatial industry needs to pivot its narrative. We should focus on the value that location intelligence brings to various domains, rather than trying to carve out a separate, “special” category for ourselves.
We should be highlighting:
- The power of spatial analytics: How understanding patterns in location data can drive business decisions, optimise resource allocation, and improve urban planning.
- The transformative impact of location-aware applications: How real-time positioning is enabling everything from personalised experiences to more efficient supply chains.
- The integration of geospatial data into mainstream platforms: Emphasising how location information is now an integral part of databases, cloud services, and AI models.
By shedding the “Geo-” crutch, the industry can better position itself as an indispensable enabler of innovation across all sectors. We can move beyond the myth of “Spatial is special” and instead demonstrate that “Spatial is essential“—an embedded, foundational layer within the vast and interconnected world of modern technology.
Let’s stop trying to make “Geo-Taxi” a thing, and instead celebrate how location intelligence is quietly and profoundly shaping the world around us.