STRATEGIC MANAGEMENT OF BIG DATA INNOVATIVE BUSINESS MODELS AT CANTV TV OPERATIONS DEPARTMENT (GOTV)
ABSTRACT The digital activity of modern society has promoted a rapid growth in the volume of generated data. All this huge volume of data, is what the ICT industry has called Big Data, and refers to the set of data for its variety, volume and velocity of generation (3V) exceeds the capacity of traditional data management. Among the organizations that should tackle this new trend of data, are those of the telecommunications sector, where Cantv is framed as the company object of study. Cantv daily has to manage large volumes of data, which do not converge in real time to optimize the user experience. In this situation, a holistic approach to the strategic management of Big Data is proposed to identify potential opportunities to create value by leveraging innovative business models. The type of approach used to develop the investigation was qualitative research, using an action research design of practical type, which followed a flexible and iterative process. Qualitative analysis involved organizing the collected data and code to extract a first level, meaning units and categories; and on a second level, themes and relationships between concepts, to eventually generate explanations of the data which were processed and evaluated in-depth. By using the basis of these explanations and existing approaches to managing Big Data, an approach of strategic management of Big Data to leverage innovative business models adapted to the corporate reality of Cantv, was proposed.
