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Analysis: Hyped or not, Data 2.0 kicks in

Brian Karlovsky | June 17, 2014
Big Data is not a myth, but it is extremely overhyped. That's the resounding sentiment among channel players.

According to Gartner, the business intelligence and analytics market in the US grew about eight per cent to $US1.4 billion in 2013. But despite Big Data hype reaching a fever pitch last year this did little to move the dial for analytics.

Only eight per cent of organisations surveyed actually deployed a Big Data project, with 57 per cent still in the research and planning stages.

However, more recent research from Dell found 41 per cent of mid-market executives said they had one or more Big Data projects already in place, with another 55 per cent planning to start one in the foreseeable future.

Cloudera vice-president, APJ, Chris Poulos, said it was the big companies that were trialling and implementing projects, as opposed to the mid-market.

"We're at a tipping point in Australia in terms of interest in, and adoption of, Big Data," he said. "Some organisations have dived in deeply — banks in particular will see immediate benefits from this more advanced collection and interrogation of Big Data.

"We have been using expensive and limited 1980s technology to hold and interpret data, but the shape of data today is very different; it is unstructured, it is social, it is verbose. That type of data can't be easily interrogated unless you use new technology."

Steep rise in interest

He said he was seeing a steep rise in interest and had customers in the finance, telco, retail and government markets.

"These are the organisations that want to not only collect but to also analyse, and be able to respond to, data in real-time. But Australia's barely scratched the surface with Big Data."

Poulos said his company sold only through the channel and that it was crucial to its success.

"We are already working with a number of large systems integrators but we are also looking for specialist companies who have a different way of thinking when it comes to extracting the value of IT, who understand how to install Big Data systems, to help their customers use that data," he said.

"But given this sector is still relatively new the issue is educating channel partners quickly — and thoroughly — enough so they can help us leverage the demand for our systems."

Fear and resources are the only things holding Big Data back in Australia, Poulos said. "The fear of something that requires a new way of thinking, and the resources to correctly deploy Big Data projects."

Massive opportunity

Elasticsearch vice-president of sales, Justin Hoffman, said the term Big Data was overused and overhyped, but that the channel had an important role to play in a skyrocketing market.

"Over the past year, growth and interest in Big Data in Australia has skyrocketed and channel players have a massive opportunity," he said. "Systems integrators often play a critical role in the deployment of a Big Data solution as there are typically many moving pieces that need to fit together."


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