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Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
Stefano Testas | CIsco | Big Data
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Stefano Testas | CIsco | Big Data

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  • 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 © 2013-2014 Cisco and/or its a!liates. All rights reserved. 5
  • 6. Big Data vs. Cloud Computing Source: Google Trends © 2013-2014 Cisco and/or its a!liates. All rights reserved. 6
  • 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. 7
  • 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. 8
  • 9. © 2013-2014 Cisco and/or its a!liates. All rights reserved. 9
  • 10. © 2013-2014 Cisco and/or its a!liates. All rights reserved. 10
  • 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. 12
  • 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 13
  • 14. © 2013-2014 Cisco and/or its a!liates. All rights reserved. 14
  • 15. © 2013-2014 Cisco and/or its a!liates. All rights reserved. 15
  • 16. © 2013-2014 Cisco and/or its a!liates. All rights reserved. 16
  • 17. How Many Devices Connected in Your Home? © 2013-2014 Cisco and/or its a!liates. All rights reserved. 17
  • 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. 22 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. 26
  • 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 28
  • 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. 30
  • 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, … 33
  • 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. 34
  • 35. Exploring Flu Trends Source: Google Flu Trends © 2013-2014 Cisco and/or its a!liates. All rights reserved. 35
  • 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 36
  • 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 38
  • 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 39
  • 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 41
  • 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 42
  • 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

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