SPACE MAPPING COMMERCIALISATION: AN ANALYSIS OF THE MANAGEMENT OF REMOTE SENSING IN AUSTRALIA. 
Andrew Finegan and Greg Ellis 
RMIT Centre for Remote Sensing 
Dept. Land Information 
RMIT 
GPO Box 2476V 
Melbourne 3001 
Australia. 
Commission VI 
Abstract: 
This paper examines the challenges associated with the management of remote sensing technology in 
Australia. Models are presented that provide valuable guide-lines for the commercialisation of remote 
sensing technology. 
The study utilises a systems approach to provide a framework of analysis that is sensitive to both 
technological requirements and human factors. It describes a new range of problem solving skills that are 
appropriate where the situation is complex and poorly defined. 
The paper argues that systems modelling is a valuable method for developing strategies for the proper 
management of remote sensing. 
Key words: 
INTRODUCTION 
Remote sensing is a technology that has developed 
along with the information technology revolution of 
the Twentieth Century. In the 1990's remote sensing 
is a synthesis of communication systems, space 
science, computer systems, applications 
development, commercial endeavour and government 
policy. It encompasses issues that range from 
international cooperation for space exploration to 
the development of individual farm management 
systems and local land care programmes. The 
components that make up remote sensing systems 
generally have high costs of initial establishment, 
yet they have the potential to be cost effective 
tools for the technologically advanced society that 
Australia aspires to become. For these reasons the 
study of the commercialisation of remote sensing 
offers a better understanding of the transfer of a 
complex technology and an insight into how remote 
sensing can be effectively incorporated into the 
developing technological infrastructure of 
Australia. 
This paper presents a systems approach that is 
currently being used within a research programme to 
develop functional models for successful technology 
management in Australia. The project seeks to 
develop strategies to achieve effective technology 
transfer between academic institutions and 
Australian industry. The technology that the 
research focuses upon is remote sensing. 
BACKGROUND TO THE PROBLEM 
An Australian study (Bureau of Industry Economics, 
1990) indicates that successful commercialisation 
of new technologies is dependent upon the linkages 
that exist between the public sector research 
organisations and industry. This emphasis on 
linkages is supported by the findings of Prager and 
Omenn (1980) and Boyle (1986) and is expressed by 
the following questions: 
How can linkages be developed and maintained 
between industry and public sector research 
organisations? 
How can industry effectively identify and 
specify research needs and know what relevant 
171 
Remote Sensing, Space Imagery, Mapping, System Design 
research is taking place? 
How can industry be involved at an early 
stage of research, so as to be able to 
participate in the research definition stage? 
organisations 
in the 
Are public sector research 
prepared to support industry 
commercialisation process? 
How to erase preconceptions that build 
barriers to successful technology transfer? 
The negative perceptions of the last question 
include: 
The "not invented here" and the "not one of 
us" syndromes. This attitude is particularly 
prevalent where a technology is used by a 
number of specialist disciplines. There is 
often a great reluctance to accept the 
experience of other disciplines as being 
relevant to the problems of a specialist. 
Many managers in industry believe that 
universities still live in an ivory tower 
world and as a consequence cannot have any 
understanding of the needs of the 'real 
world'. It is perceived that academics are 
unable to appreciate the needs of industry, 
which is reflected in research that is 
inappropriate to industry. This problem is 
compounded by the belief that universities 
generally overstate the market value of their 
research. 
Major sectors of Australian industry have not 
taken sufficient advantage of commercial 
opportunities from public sector research. 
This is attributed to a mismatch between 
these opportunities and the capabilities of 
local industry rather than a failure to 
recognise the commercial opportunity. 
: Much of Australian industry lacks a 
commitment to innovation, is not prepared to 
take risks, and concentrates on short term 
operational planning to the detriment of 
longer term strategic planning. 
Many public sector research organisations