1. Big Data, Big Opportunities
For Big and Small Companies
Stefano Testa
February 13th, 2014
Barcelona smashtech
http://smash-tech.com/barcelona/smash-tech-data/data-agenda/

2. BIG
EVERYWHERE
WHAT NOW?

3. Setting the Stage
§
Large corporation
§
We like infrastructure*
and applications!
§
We like to connect
the unconnected
§
We like “Big”**
*Networking, computing, storage, …
**but don’t ignore “Small”
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
3

4. Agenda
§ Big
Data, Big Buzzword
§ Drivers
§ IoT/IoE
§ Opportunities
§ What
and Use Cases
next?
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
4

5. Big Data Hype?
Source: Google Trends
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6. Big Data vs. Cloud Computing
Source: Google Trends
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7. Big Data is Transforming the World
Becoming an integral part of IT ecosystem across all major verticals
One of the most talked about topics in research and government
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
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8. Just for the Record
How Do We De!ne Big Data?
Diverse data sets that are
too large to cost-e"ectively
manage and analyze with
traditional IT techniques in a
reasonable timeframe
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
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9. © 2013-2014 Cisco and/or its a!liates. All rights reserved.
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10. © 2013-2014 Cisco and/or its a!liates. All rights reserved.
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11. The 4th V
Value to the User
We’re
here!
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
11

12. © 2013-2014 Cisco and/or its a!liates. All rights reserved.
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13. Big Data Drivers
CLOUD
COMPUTING
SOCIAL MEDIA
MACHINEGENERATED DATA
for Every Man, Woman
and Child on the Planet
Devices Connected to the Internet
DIGITAL UNIVERSE
ZETTABYTES
2008
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
ZETTABYTES
2011
ZETTABYTES
2020
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14. © 2013-2014 Cisco and/or its a!liates. All rights reserved.
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15. © 2013-2014 Cisco and/or its a!liates. All rights reserved.
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16. © 2013-2014 Cisco and/or its a!liates. All rights reserved.
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17. How Many Devices Connected
in Your Home?
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
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18. Amazing Things Happen When You Connect the Unconnected
99% of the World is
Still Not Connected
People
Processes
Data
Things

19. A History of Connections
170 Years Ago:
Invention of the Telegraph
100 Years Ago:
Invention of the Radio
70 Years Ago:
First general purpose
electronic computer
40 Years Ago:
First Internet
connection
20 Years Ago:
World Wide Web
Intelligently Connecting People, Process, Data, and Things
Today
2005:
IP Tra!c:
29 exabytes
2008:
Video Tra!c:
21 exabytes
2005:
First Smartphone
2003:
0.5B Connected
Devices
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
2012:
50M Connec
2010:
0.5B Smartphones
2010:
7B Connected
Devices
2011:
90M Smartmeters
19

20. A History of Connections
100 Years Ago:
Invention of the Radio
170 Years Ago:
Invention of the Telegraph
70 Years Ago:
First general purpose
electronic computer
40 Years Ago:
First Internet
connection
20 Years Ago:
World Wide Web
Intelligently Connecting People, Process, Data, and Things
Today
2012:
50M Connected Cars
2011:
90M Smartmeters
2/3
2012:
1B Smartphones
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
2013:
10B Connected
Devices
2016:
IP Tra!c:
1.3 zettabytes
2015:
2/3rds Video Tra!c
Today
500%
2020:
Global Cloud Market:
500% Growth
2020:
1B Smartmeters
2017:
300M Connected Cars
2020:
4.5B New
People, 37B New
Things
20

21. The Evolution of the Internet
Business
and
Societal
Impact
Networked
Economy
Connectivity
Digitize Access
to Information
• Email
• Web
Browser
• Search
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
Digitize Business
Process
• E-commerce
• Digital Supply
Chain
• Collaboration
Immersive
Experiences
Digitize
Interactions
(Business &
Social)
•
•
•
•
Social
Mobility
Cloud
Video
Internet of
Everything
Digitize the World
Connecting:
• People
• Process
• Data
• Things
Intelligent Connections
21

22. Video. The circle story
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
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22

23. UNIQUE
EDGE
BUSINESS PRIORITY
INVESTMENT DRIVER
Of The Respondents Say Big Data
Can Improve Decision Making and
Increase Global Competitiveness
Say Big Data Projects Will be a
Strategic Priority for Their
Companies In 2013 and for the
Next Five Years
Say These Efforts Will Increase
Their IT Budget in 2013 and Over
the Next Three Years
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
MISSED OPPORTUNITY
Say Their Companies Are
Gaining a Strategic Value From
Data
23

24. Business Challenges
ORGANIZATIONAL
INFRASTRUCTURE
APPLICATION
DEVELOPMENT TOOLS AND
SERVICES
Enterprise Customers Need Complete, Integrated Solutions
That Combine Infrastructure, Applications and Services
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
24

25. “Big Data technology and
services market to grow
from $9.8 billion in 2012
to $32.4 billion in 2017”
IDC “Worldwide Big Data Technology and Services 2013–2017 Forecast”, Dec 2013
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
25

26. Is My Data Big Data?
Should I look for Big Data Solutions for my enterprise?
§
Know the nature of your data
Structured vs. Unstructured
Real Time vs. Not real time
More than 10 terabytes vs. less than 10 terabytes
§
Investigate the available solutions/toolset based on your data type
The question is not whether my data is big data or not
The question is what toolset/solution "ts my data better
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
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27. Which one to choose?
A big opportunity for services and systems integrator companies
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
?
27

28. Business Opportunities Across Verticals
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
Source: McKinsey Global Institute analsys
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29. Search engine
Provides relevant results in real time
Keyword
Billions of records on WWW
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
29

30. Risk Analysis
Divorce has a huge impact on a
person’s ability to repay debt
Ability to pay debt is a factor for credit
cards to decide whether to extend
additional credit or maybe suggest to
close the account
Behavior analysis based on large sample of data has allowed
credit card companies to predict divorce 2 years before it
happens (90% accurate)
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
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31. Fraud Detection
Collect customer claim
Pattern recognition and predictive analysis
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
31

32. Predicting Customer Pregnancy
During birth of child
shopping habits
change
•
•
Little time for shopping would
force new parents to buy
everything from one place
The key is to win the attention
of new parents before any
other retailer
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
Target was able to identify
the expecting parents in
their second trimester
Relation between purchase of 25 products
that, when analyzed together, has allowed
Target to assign each shopper a
“pregnancy prediction” score
32

33. Personalized Recommendations
Suggest connections
Analytics
engine
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
Suggest articles,
music, video, …
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34. Big Data Analytics in Healthcare
“Petabytes of raw information could provide clues for everything from
preventing tuberculosis to shrinking health care costs — if we can
!gure out how to apply this data”
Source: “The Promise of Big Data”, Harvard School of Public Health
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
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35. Exploring Flu Trends
Source: Google Flu Trends
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
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36. Changing the Relationship Between Retailer and Customer…
+
Traditional Retailing
§
§
§
§
§
Know what customers want
Provide an ability to research, decide, and buy
Provide an ability to acquire it
Price it at point that delivers value
Establish / maintain a pre- /
post-purchase relationship
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
VOLUME
VALUE
BIG DATA
VELOCITY
VARIETY
Retailing in a Big Data World
before they do
when and where they experience need
when, where, and how they want it
unique to them and over time
that continuously reinforces value
Source: Cisco IBSG
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37. …Impacting Virtually Every Major Area of Retail Operations
+
Traditional Retailing
§
§
§
§
Merchandising
Store / e-commerce / mobile
Sourcing and supply chain
Marketing
§ Distribution and logistics
§ IT
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
VOLUME
VALUE
BIG DATA
VELOCITY
VARIETY
Retailing in a Big Data World
customization, personalization
at the point of need, omnichannel
speed, transparency, collaboration
richness of customer profiles; when, where, and how
speed and precision
sense, analyze, respond
Source: Cisco IBSG
37

38. In Unstructured Video (Big) Data,
a Wealth of Insight for Retailers
• Many shopping venues already deploy pervasive video capture to deter shrink and for
security
• HD cameras o#er much greater sophistication
• Emerging video analytics capabilities capture new insight
• Privacy is a key challenge when moving beyond security and shrink
Big Data Video Opportunities
§ Identity
– Facial recognition, who is with you
§ Demographics
– Age, gender, ethnicity, height, weight, socioeconomic
indicators
§ Biometrics
– Body temperature, mood, health
§ Behaviors
– Buying behaviors, gait, pathways, market basket
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
Retail Impact Zones
§
§
§
§
§
§
§
§
Store Layout
Product Assortment
Store Merchandising
Pricing Strategy
Distribution Strategy
§ Customer Profitability
§ Customer Wallet Share
§ Customer Basket
In-store Service
Replenishment Strategy
Marketing/Promo
Source: Cisco IBSG
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39. In Unstructured Social (Big) Data,
a Wealth of Insight for Retailers
§ Relevance in all major consumer demographics
§ Large amount of detailed subjective information
§ Real-time interactions / behaviors
§ Privacy not major deterrent (so far)
Big Data Social Opportunities
§ Age
§ Gender
§ Religion
§ Employment
§ Relationship Status
§ Family
§ Friends/Influencers
§ Activities (past/present/
future
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
§ Interests
§ Charitable Causes
§ Likes
§ Ownership
§ Politics
§ Tech Sophistication
§ Complaints
§ Socioeconomic indicators
Retail Impact Zones
§ Store Locations and
Layouts
§ Product and Services
§ Customer Profitability
§ Customer
Wallet Share
Assortment
§ Store and Web
Merchandising
§ Pricing Strategy
§ Service
§ Marketing/Promo
§ Social Media Strategies
Source: Cisco IBSG
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40. In Unstructured Mobile (Big) Data,
a Wealth of Insight for Retailers
§ Location context provides essential information
§ Enable all touchpoints with mobile access for omnichannel experience
§ Need to integrate across multiple information avalanches to obtain a complete, consistent
picture of the consumer
§ Rapidly becoming predominant digital interaction standard
Big Data Mobile Opportunities
Devices Everywhere
§ Chat
§ Tweets
§ Blogs
§ Browsing
§ Search, Reviews
§ Photos
§ Video
§ Purchases
§ Location
§ Activities
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
On the Go
§ SMS/MMS
§ Alerts
§ Location
In Store
§ Consumer Path
§ Behavior
§ Search, Review
§ Purchases
§ Basket
§ Video
Retail Impact Zones
§ Store Locations and
Layouts
§ Customer
Wallet Share
§ Store and Web
Merchandising
§ Service
§ In-Store Service
§ Marketing/Promo
§ Social Media Strategies
§ Customer Profitability
Source: Cisco IBSG
40

41. Bringing It All Together: Big Data in the Retail Store
Capturing Store Insights for Timely Engagement
Gesture
Recognition
Chokepoint /
Precision Location
Associate Tablet
Secure Big Data
Infrastructure, Analysis,
& Action
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
Wi-Fi
Integrated Video
Surveillance
Digital Signage
Internet of
Things
Big Data
Repository
Continuous Channel
Customer Interaction
Wisdom from
the Cloud
Customer
Mobile
Fast Data
Processing
Action
Enablement
Source: Cisco IBSG
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42. A Local Example
Smart cities: Urban resilience
• The context (UN, Oct 7, 2013)
• Population in coast areas (sensitive to hurricanes and cyclones), will double in 2050,
reaching 680M
• More than a half of the biggest cities are located in eartquake sensitive areas
• Cost due to natural disasters in this century moves to 1,1M deceased, 2,700M somehow
a"ected and 1,3B$
• City capacity to “recover” from any unforeseen, non-predictable
catastrophic event, keeping basic services working
• Resource distribution and optimization
• Social resources
• Network, power, water resources
• Medical resources
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
Sources: ADHOCNETS, October 2013 and CRAAX
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43. Services
Subscription Based Services
Smart Tra#c Light System
Operation
Infrastructure
End Points
Private Cloud
PublicCloud
Security, ITS, Lighting, Water
NMS
!
S+CC Service
Delivery Platform
Ethernet
WiFi, 802.11P, Wave2M, Low Power RF, PLC, 802.15.4, etc.
Smart Water
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
Structural
Health
Intelligent
Transportation
Public
Lighting
Environmental
Monitoring
Safety &
Security
IoT for Smart & Connected Communities
Smart Cities and Fog Computing
43

44. Home
Enterprise
Low Speed Network
LIN, Lo-speed CAN
Wireless car-to-X network
Web
OEM
DSRC 802.11p, WiFi,
WiMAX, Multiple 3G/LTE
Roadside
Grid
Entertainment network
MOST, internal WiFi
X-by-Wire/
Safety Network Flexray
Wireless
in-car network,
Bluetooth, Low Power WiFi,
RFID
Smart Phone
IOS
Collision Radar
High-speed
network
Hi-speed CAN
Audio/ Video
Telematics
Electronic Control Unit (ECU)
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
Diagnostics
ADASWheel-Sensor
Central Gateway
….
44

45. Big Opportunities…
§
For hardware & infrastructure vendors
§
For software vendors
§
For Cloud providers
§
For “data specialists”
§
For small & large companies
who can get value from their data
(optimize their operations and/or sell data)
§
For startups to specialize in
Big Data & Analytics,
or sensors/feeders,
or algorithms, or …
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
45

46. Big Opportunities for Startups
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
Source: www.bigdata-startups.com
46

47. What Next?
§
VC and research: top layers of the stack
§
Professional Services
§
Internet of Things/Everything
§
Security focus
§
Technology evolution & integration
No “winner takes it all” market
§
Get yourself a job in Big Data!
And start changing the world…
© 2013-2014 Cisco and/or its a!liates. All rights reserved.
Sources: “IDC Big Data Predictions 2014”, Google, online blogs
47

48. Thanks
Gracias
Gràcies