A subsidiary of an international provider of mobile telephone services uses the Origins Web Mapping application to support its business decisions. Their core product is designed to service the telephony needs of recently arrived CALD communities and those who maintain strong links with their country of origin. This allows the company to focus its sales and marketing resource towards the areas that are likely to show the best return. With an overlay of all its retail outlets, the company can optimise the fit between collateral deployed in the outlet and local market demand. This matching of supply and demand also supports the targeting of specific areas to identify the potential for new distribution outlets.