STRATEGIC MAPPING'S CONQUEST SPATIAL SERVER ADDS NEW DIMENSION TO
DATABASES

Conquest Marketing Information Now Accessible By Developers Via An Open
Application Programming Interface

Santa Clara, CA, June 12, 1995 -- New spatial server technology to add a
geographic dimension to virtually any corporate database was introduced
today by Strategic Mapping, Inc.

DELIVERS GEOGRAPHIC DATA TO ANY APPLICATION

SMI's new Conquest Spatial Serveris the first application-independent
geographic information manager that allows developers to deliver
geographic data, attribute data, and analysis capability to a host of
end-user applications such as Lotus, Excel, Access, and popular mapping
packages including Atlas GIS, Arc/Info, Arc View, and MapInfo.

UNIQUE COMPONENT APPROACH TO GIS

The SMI server is a component-based approach to GIS, allowing developers to
choose from specific DLLs for each task. Any component or subset of GIS
technology can be deployed in a client/server setting. For example, users
who need to geocode or add latitude/longitude to point data, can implement
this capability using Atlas Geocoder without needing a full GIS. (See
related announcements.)

The Conquest Spatial Server provides all of the geodemographic information
of the popular Conquest marketing information workstation in an API for
developers to use. It is intended for application developers and MIS
personnel who wish to add a spatial dimension to existing EIS
applications, decision support systems, spreadsheets, and other data
intensive applications. Developers can create applications that
selectively access thousands of variables from SMI's unique demographic,
business, consumer, and geographic data sets. The system includes access
to SMI's current year demographic estimates and five-year projections,
1990 and 1980 Census data and ClusterPLUS 2000 consumer lifestyles, plus
access to Conquest's spatial analysis features.

For example, Conquest Spatial Server could enable a Sybase user to
determine which ZIP Codes are within 5 miles of a given store as well as
population and demographics for that area without the need for a desktop
mapping system.

Centralized Geographic Data Manager

For users who wish to create maps and other graphics with the information,
the Conquest Spatial Server acts as a centralized server which combines 14
levels of geographic and demographic data from Conquest with an efficient
retrieval engine that coordinates the storage and delivery of geographic
data. Any application can use the Conquest Spatial Server to quickly
access geography, demographic data, or other attributes. For example, 20
Atlas GIS users could simultaneously access any level of U.S. geography,
down to Census block group, and selectively pull out only the areas and
variables they need. It also provides a powerful array of geodemographic
analytic tools previously available only on stand-alone systems.

Applications for the technology include site location, sales territory
design and management, product and market potential analysis, service, and
distribution. The Conquest Spatial Server can be implemented in a wide
variety of development environments. For example, using PowerBuilder
combined with SMI's AtlasView technology developers can create a powerful
client/server application.

Key Features of Conquest Spatial Server

Open System: Any mapping application can access the maps and data held in
the server.

Common API: Conquest Spatial Server providesan API which supports Visual
Basic, C, C++, PowerBuilder, Gupta, and other programming development
tools and environments.

Quick and Easy Retrieval: Conquest Spatial Server is designed for fast
retrieval of geographic information. Queries can return subsets of
geographies such as all the census tracts within an MSA as well as data
that corresponds to a particular value or range.

Analytic Power: The Conquest Spatial Server integrates analytic
capabilities with geographic and attribute data. It can:

Identify geographic relationships: What ZIP Codes fall within a given
county?

Calculate buffers: What is the population within 3 miles of a location?

Determine the distance between two points: How far from the warehouse to
store 12?

Aggregate data based on geography: How many households are within a trade
area?

Define Thresholds: What is the size of an area that includes 80,000
people?

(Conquest supports standard and custom geographies such as trade areas)

Data Integration for Accuracy: Conquest Spatial Server uses a block
centroid retrieval method for buffer ring and trade area analysis. This
method which requires the integration of demographic data results in a
much more accurate determination of population within buffers or trade
areas than a GIS which assumes the equal distribution of population
throughout a region.

Security: Conquest Spatial Server provides selective access by geographic
level and database to allow organizations to control the dissemination of
data throughout the enterprise.

Data Content: Conquest provides access to thousands of variables from SMI's
proprietary demographic, consumer, business and geographic databases. Data
and boundaries are available for 14 levels of geography including block
group, census tract, ZIP code, Minor Civil Division (MCD), Place, County,
State, MSA, CMSA, USA, Nielsen DMA and SCANTRACK markets, and IRI InfoScan
markets. The available data includes SMI's current year demographic
estimates, 5-year projections, ClusterPLUS 2000 lifestyle segments, and
Market Potential retail sales expenditure estimates. Additional databases,
as described in SMI's data catalog, are also available.

Data Quality: Quality data is critical for making effective business
decisions. With the acquisition of Dun & Bradstreet's Donnelley Marketing
Information Services unit, SMI inherits nearly 15 years of experience in
building small-area demographic estimates, lifestyle segmentation systems
and marketing information data sets. SMI's demographic data are the only
household derived estimates and projections in the industry. Additionally,
SMI has unique access to D&B's powerful business file of more than 10
million U.S. businesses and consumer databases such as Nielsen TV ratings
and Cable TV databases, as well as access to databases from America's
leading market research and information companies.

Pricing & Availability

Available in July, initial configurations available are as follows:

Licenses are available at national, regional, state and market (DMA and
MSA) levels.

For all levels, two versions will be available: Block Group and ZIP code.
Block Group provides access to all 14 levels of geography. ZIP code
provides access to ZIP Code, County, State, MSA, CMSA, DMA, ADI, SCANTRACK
and InfoScan levels.

Base system configuration includes SMI's current year demographic estimates
and 5 year projections, geographic and attribute data for 14 levels of
geographic, market potential data, and 1990 & 1980 Census databases.

Price for the Spatial Server API is $1,995, and licensing fees for the data
depend on the number of users and the scope of geography selected.

About Strategic Mapping, Inc.

Founded in 1983, Strategic Mapping Inc. provides products that enable
management decision makers -- in particular sales & marketing
professionals -- to transform information into answers. SMI offers a
complete range of software tools, demographic & business data sets,
customized content-solutions, and specialized analytic & modeling
services. SMI's Conquest MarketSystem family of databases and software is
used by more than 50,000 organizations, including half of the U.S. Fortune
500, as well as universities, government agencies and research
institutions worldwide. SMI's customer base has grown in excess of 50
percent annually through direct and channel sales to end-users, software
developers, system integrators and value-added resellers. For more
information, contact Strategic Mapping at 3135 Kifer Road, Santa Clara, CA
95051. The phone number is 408/970-9600; fax 408/970-9999. Contact
Strategic Mapping's European headquarters on The Netherlands on +31 30
650936, fax +31 30 650937, write Kaap Hoorndreef 54, 3562 AV Utrecht, The
Netherlands.

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