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EDF2013 - Richard Benjamins: Big Data – Big opportunities – Big risks? And what about Europe?


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Keynote talk of Richard Benjamins, Director of Business Intelligence at Telefonica Digital, at the European Data Forum 2013, 9 April 2013 in Dublin, Ireland: Big Data - Big Opportunities - Big Risks? And what about Europe?

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  • Europe has never had the business vision that USA has. Take the movie projector. It was invented by the lumiere brothers in France, but they only saw it as a "fad". Then came Edison, who took it to USA, and used it to project (charging for it) movies made by the brothers and never paid them a dime for either the use of the machine nor the movies. Finally, he invented what today is called Universal Studios, and basically started the movie industry.
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EDF2013 - Richard Benjamins: Big Data – Big opportunities – Big risks? And what about Europe?

  1. 1. Big Data – Big opportunities – Big risks? And what about Europe? Dr. Richard Benjamins Director Business Intelligence Telefonica DigitalTelefonicaDigital© 2013
  2. 2. Index Context: Telefonica Conclusions01 Digital 06 The Big Data opportunity What about Big Data in02 07 Europe? What is Big Data?03 Big Data risks04 What role can05 businesses play?
  3. 3. 01 Telefonica Digital is Telefonica’s digital armTelefonica Digital 3
  4. 4. 02 The Big Data Opportunity Big Business Big Data McKinsey McKinseyTelefonica Digital 4
  5. 5. 02 But also society will benefit from big dataTelefonica Digital 5
  6. 6. 02 And data keeps growing exponentiallyTelefonica Digital 6
  7. 7. 03 But what is Big Data 1. Big Data is Only About Massive Data Volume 2. Big Data Means Hadoop 3. Big Data Means Unstructured Data 4. Big Data is for Social Media Feeds and Sentiment Analysis 5. NoSQL means No SQL Gartner’s Hype Cycle: technologies, use cases, new sources of data Dave Feinleib, Forbes blogTelefonica Digital 7
  8. 8. 03 A closer look at where Big Data sits From a telco perspective Type of Big OTT/Telco Cost of data By product/ Batch/real- Strength of Data collection seeking time telco? Social media OTT Low Active Both No Web logs Both Low Passive Both No Network data Telco High Passive Both Yes (telco) M2M (sensor) Both High Active Both Might data Open data OTT Low Both Batch No Transact. data Both Medium Passive Both NoTelefonica Digital 8
  9. 9. 04 But be aware of the privacy time bomb Data “scandals” abound “It’s Tracking Your Every Move and You May Not Even Know” Three Mile Island accident killed the nuclear industry in the US “Betrayed by our own data” Regulators are watchingTelefonica Digital 9
  10. 10. 04 There is increasing awareness of what customer data companies storeTelefonica Digital 10
  11. 11. 04 And the industry is learning by doingTelefonica Digital 11
  12. 12. 04 Society is also evolving, but in what direction? • Customers are largely unaware of Ignorance what is happening • Customers make an explicit trade-off Trading for each service • Are customers wanting organizations to use their (personal) data to improve Wanting? their lives? Key evolving data concepts: • Individual, aggregated, anonymized • Customer consent (ex/implicit – opt-in/out) • Legal ≠ accepted by societyTelefonica Digital 12
  13. 13. 05 So how can businesses play in the Big Data space? Different “business” models with different maturities and different risks “Old wine in new bottles” “Big Data” PI Economy Become a Improve Access to Advertising gatekeeper of services insights personal data Data = improved Data = better Data = risk = Data = business business advertising business Leverage data to Leverage data for Recognize that understand and targeting users Insights that help digital data is improve business with relevant ads improve delicate (privacy) (x/up sell, churn) and higher CTR businesses and Turn that into an and products and conversion governments opportunity M2M Smart citiesTelefonica Digital 13
  14. 14. 06 Conclusions on “Big Data” Find your position in three key dimensions Native big data technology Privacy risk Apps Value Insights Processed Anonymous data data Raw data “Bigness” of data “Bigness” of data “Bigness” of dataTelefonica Digital 14
  15. 15. 07 And what should Europe’s role this time? Big Data looks like an ideal opportunity for Europe A second opportunity?Telefonica Digital 15
  16. 16. 07 Europe knows the Lisbon Council failed To become the most competitive and dynamic knowledge-based economy in the worldTelefonica Digital 16
  17. 17. 07 Why is it so hard for Europe to be competitive compared to US? – my observation Situation in US Situation in EUTelefonica Digital 17
  18. 18. 07 A lively Quora discussion (another US innovation)Telefonica Digital 18
  19. 19. 07 EC programs But Europe is improving … Forced by the crisis Neelie Kroes: “All EU-funded research results will be available under open access” The big data revolution, March 26, 2013 Private initiativesTelefonica Digital 19