In the coming decade our industry has a clear challenge - translating imagery into information for a non-technical audience, in government we call this Evidence Based Policy. For nearly 30 years the Australian Centre for Remote Sensing or ACRES has been a key player in the acquisition, archiving and distribution of remote sensing data; in 2009 our role has changed. Due to the success of ACRES our mandate has increased and so to support government and grow our industry we are transforming into the National Earth Observation Group of Geoscience Australia. This transformation is fundamental to the way we do business and will focus on creating solutions for government to fully leverage off Earth observation datasets. This presentation explores emerging applications of satellite imagery for both industry and government.