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From Big Data to Smart Data - POV from MWC2015


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Mobext Point of Viev form Mobile World Congress 2015

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From Big Data to Smart Data - POV from MWC2015

  1. 1. - 1 - ADRIAN KIELICH, HEAD OF MOBEXT, GERMANY FROM BIG DATA TO SMART DATA This year, the Mobile World Congress expects more than 90,000 people, from more than 160 countries and international organizations. There are nearly 2,000 exhibitors over 100,000 square meters of exhibition and hospitality space. Each year at the MWC we have the opportunity to see and test a myriad of new devices, wearables and other appliances with built-in sensors. And they all produce an enormous amount of data. DATA OVERLOAD? Already each day, we generate 2.5 trillion bytes of data. 90% of the data existing in the world has been created during the past 2 years. This data comes from everywhere: posts on social media networks, pictures and videos posted online, transactional records of online shopping, GPS signals of mobile phones… The development of connected objects is expected to increase the volume of available data and strengthen the challenges of data collections for many companies. Indeed, a report called “The impact of the Internet of Things” released yesterday by GSMA Intelligence and KRC Research, shows that approximately 25% of people in Germany, Japan, the UK and the US already a connected device! In addition, 89 percent of all research respondents confirmed that they could like all of their household devices to be seamlessly connected together in the future. “Advocates” of privacy express concerns about the overload of data…and some will try to control it. Silent Circle launched the super secure Blackphone 2 smartphone and tablet. It goes against the concept of Big Data. The brand promises a host of security and privacy-centric features. Users also benefit from anonymous searching, encrypted phone calls and private cloud storage. It is expected to retail for approximately USD $629. DATA AND BUSINESS We all know data can help us understand consumers and their needs. We use that insight to create better mobile experiences that will affect our business. However, data is also a huge business on its own. Image : Engadget
  2. 2. - 2 - “I see revenue in (connected) garbage cans,” Ralph de la Vega, AT&T Mobility & Business Solutions, President & CEO In an interview released during the MWC to Business Insider yesterday, Chris Moody, VP of Data Strategy at Twitter talked about how Twitter is making money with data. Twitter now licenses its data through subscriptions, targeting business software providers like Oracle, Salesforce, and IBM as well as advertisers (new revenue streams). Twitter has launched a “syndicated” strategy to increase data mining, working with partners such as Flipboard and Yahoo. Finally, they also partnered with IBM to provide Twitter data within IBM’s business decision making dashboards. This step allows businesses to deliver good customer service through learnings from social media. While the example of Twitter is about social, we know that mobile data, in particular, will become more important as it allows us to gain far deeper real-world insights. Marketers, like us, will need to manage massive amounts of data, from more and more sources (smart meters, lighting, cars, health monitors, washing machines, smart watches, activity trackers, ovens, refrigerators and elderly monitors…) collected through more and more sophisticated analytics solutions (mobile specific analytics, DSPs etc..). How can we smartly use data in our business? OUR INSIGHT ‘Mobile-first’ DMPs will help us build up a deeper, enriched picture of audiences that can be targeted at scale or enable true personalization of mobile experience, as they will connect data and business seamlessly; this is where we must focus our attention. These tools are ready for digital but not yet fully- adapted to mobile. How can we be strategic with data? How can we drive data and channel it? How can we lead data, shape data and make data perform to match our business strategies? We have to define our business purpose, and create the mobile experiences that will deliver the data we require. Rather than just using the data we have, we must actively develop the data we need. It’s not the objects, applications or technology that must be smart. It’s how we approach data from the very beginning that needs to be smart.