Geospatial Data, Intelligence Unlocks Opportunities

Q: What were the reasons behind the creation of Marker and what market needs does it solve?
A: My experience with cartographic technology led me and co-Founder Pablo Miras to identify an opportunity to democratize the use of maps. We observed that mapping and location services were perceived as exclusive to large companies with complex systems, although in reality, there are accessible technologies that can be integrated into various applications. We founded Marker to fill this gap in the market.

The main challenge during the founding process was to establish a strong collaboration with our main technology partner, HERE Technologies, whose robust platform and diverse location APIs were fundamental to our initial developments. This strategic partnership not only allowed us to overcome technical limitations, but also accelerated the implementation of our ideas, consolidating the creation and initial success of Marker.

Q: How does Marker use technology to provide end-to-end solutions? 
A: Marker specializes in providing underlying technologies for maps and location-based services, which are fundamental to diverse applications across multiple industries. While location is a crucial part of our business, our primary focus lies in the technology that supports maps and their applications. For example, in delivery or transportation applications, the user only sees the map interface but, behind it, there are complex systems that integrate user position, vehicle tracking, and real-time transaction management.

The Mexican market, with its vast size and diversity, demonstrates great demand for these services, especially in sectors such as logistics, which is one of the largest consumers of geospatial technology. Industries such as banking also require these services to analyze transaction patterns and consumer profiles, which allow them to optimize their marketing and advertising strategies.

Q: How have the partnerships with HERE Technologies and Carto influenced the development and success of Marker, and what competitive advantages has it gained as a result? 
A: The collaboration with HERE Technologies has been particularly significant in Mexico due to its robust offering of mapping services through APIs. These APIs target sectors such as logistics, finance, fintech, mobility services, and e-commerce, providing specific functions that many competitors do not offer, such as optimized routes for trucks, real-time traffic in large cities, and route planning for EVs. This partnership enables us to implement advanced and pioneering technologies in the region, giving us a significant competitive advantage.

The partnership with Carto enabled us to leverage its advanced technology in geospatial analysis and data visualization. This has been instrumental in developing customized solutions that meet the specific needs of our customers in different sectors.

Q: How does Marker ensure that its solutions are intuitive and easy to use for customers with no prior technical experience? 
A: Marker ensures that its solutions are intuitive and accessible through a team that is highly experienced in mapping and route coding technology. This team assists with implementation and facilitates understanding of the technical documentation required to use our services. We also offer a robust support service that not only helps in the initial implementation phase, but also provides ongoing training to maximize the use of our suite of products. For example, for services such as those offered alongside HERE Technologies, we guide customers in the use of specific APIs. For proprietary developments, we directly handle the implementation, optimizing both logistics and end-customer satisfaction.

Q: What is the main added value that Marker delivers to its clients in Latin America using location data?
A: Primarily, it is the ability to effectively integrate location data into various business applications to optimize both logistics and business operations. Our solutions allow companies to customize their technology developments to specifically suit their needs, improving efficiency and decision-making. This is especially relevant in sectors such as e-commerce and retail, where location accuracy and route optimization can translate into improved customer experience and operational efficiency.

Q: How have companies elevated their impact and expanded their market thanks to Marker’s solutions? What specific metrics were used to measure their success?
A: One success story is Walmart de México, which used our solutions to significantly improve its logistics operations. It adopted the HERE Technologies solution to leverage its distance matrix and route optimization services, which improved the accuracy of its geolocations and the efficiency of its deliveries. By using navigable coordinates and data specific to the number of delivery doors, the company was able to reduce delivery times and operational costs, avoiding common errors such as route rescheduling and missed deliveries.

Specific metrics used to measure success included delivery time reductions, fuel savings, and improved estimated time of arrivals (ETA). By integrating real-time and historical traffic data, Walmart de México was able to more accurately estimate arrival times, improving the customer experience by providing tighter and more reliable delivery windows, increasing end-customer satisfaction.

Q: What are the most important trends in mapping solutions technology in the Mexican and Latin American markets? How is Marker preparing to take advantage of these trends?
A: In the Mexican and Latin American market, the most relevant trends are linked to the growth of e-commerce and the consequent demand for last-mile logistics services. With a 25% increase in e-commerce between 2022 and 2023 globally, and with 90% of shoppers preferring home delivery, it is clear that logistics is becoming a key factor for competitiveness.

We are preparing to take advantage of these trends by constantly improving data and technology, as well as investing in training to effectively implement these solutions. We work on implementation and continuous improvement projects with clients that need up-to-date data and solutions tailored to market needs, such as the integration of real-time traffic information and the constant updating of street and road names.

Q: How does Marker handle data collection, management, and analysis? What strategy does it use to ensure data security, accuracy, and efficiency? 
A: We comply with the information security standards required by the industry. We provide customers  with the tools and APIs they need to process data in their own secure environments, either in their own cloud or with the provider of their choice. Although the information passes through our APIs, we do not store customer data. In cases where specific security protocols are required, we adapt to the customer's needs to ensure the security of their data. 

Q: What role do emerging technologies, such as AI and machine learning, play in Marker's services?
A: We recognize the value of emerging technologies such as AI and machine learning, which we are integrating to enhance our services by using them to predict trends and market demands. For example, AI can leverage specific geospatial technology functions, such as positioning, using location data to offer more advanced and customized solutions to our customers. We believe that AI will not only enhance our capabilities in the market verticals in which we operate, but will also enable us to make inroads into new sectors that have not yet adopted these technologies.

We remain open to exploring and leveraging these complementary functionalities, combining them with our expertise in mapping technology to offer innovative and efficient solutions.

Q: Which industries, besides logistics and e-commerce, have the greatest use for advanced geospatial solutions? 
A: The ability to visualize geospatial data, such as customer positioning and geographic distribution of sales, allows companies, regardless of industry, to optimize their operations, understand consumption patterns, and support strategic decision-making. This geospatial data visualization capability has significant potential in virtually any business sector, as it can provide a clearer perspective and more effective actions based on spatially relevant information.

Q: What are Marker's expansion plans? What are the biggest challenges you face in expanding into new markets in both Mexico and Latin America, and how do you plan to overcome them?
A: We plan to consolidate our presence in Mexico and Latin America. Although 100% of our operations are remote, our biggest challenge lies in the effective coordination between teams distributed in different locations. In addition to geographic expansion, we are investing in the development of new products to meet specific market needs. We also participate in events and generate online content, such as webinars and LinkedIn posts, to stay visible and attract potential customers. Our strategy is based on building a community around our solutions, which allows us to strengthen our position in an increasingly demanding and competitive market.

We understand the transformative potential of technology and encourage companies to embrace change and innovation. We are here to support companies on their evolutionary journey, offering solutions tailored to their needs and helping them make the most of new technologies and processes.