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Data Analytics & Management

How Data is changing the way we live

The networked world creates immense volumes of data that will completely change both business and society. So how will we work and live in the future?

09 Jan. 2016

In the intelligent cities of the future, traffic will be regulated automatically, with streets being closed off and new lanes opened up before traffic jams can even happen. The necessary data will be provided by sensors insides the vehicles. For now, this scenario is still a vision, but the reality won’t be much longer coming. What already does exist is intelligent software that analyzes the behavior of consumers when shopping online, takes account of Facebook and Twitter posts – and then sends a customized product offer directly to the user's smartphone when they next visit the relevant shop. So is the era of big data already here?

Demand for inspiration and technologies higher than ever

For EU Commissioner Neelie Kroes, this flood of data is "the fuel of the digital economy". Yet she also acknowledges that today's data volumes are so large and complex to process that new ideas and infrastructure are called for. This is why the EU wants to work with businesses and researchers to boost the data-driven economy. A total of EUR 2.5 billion is being invested with the aim, among other things, of creating some 100,000 new jobs in IT alone.

The real shortage is in ideas for harnessing the potential of large data volumes. The Dell Global Technology Adoption Index 2013 revealed that just 39 percent of SMEs around the world understand how to generate added value from big data. "It has been calculated that as little as 0.5 percent of available data is actually mined. The problem is primarily at management level." (Thomas H. Davenport)

And yet – BITKOM reports that revenue generated through big data solutions and services will increase by an annual average of 46 percent up till 2016. Within five years, it is expected to grow by a factor of almost eight. Evaluating large data volumes requires new types of databases, linguistic analysis and visualization tools. Faster IT systems, high-performance broadband networks and more or less unlimited storage capacities will be necessary.

Real-time computing in the cloud

The cloud will serve as the medium for both storage and transfer. Data centers that are physically remote but digitally networked can be used to analyze mass data in real time and communicate it to any end device. This is the only way to extract meaningful correlations from a chaotic jumble of information and use them for business purposes.

Despite concerns about data protection, the cloud is already well established in the private sphere – pioneers such as Facebook and Google have been paving the way for years with useful tools and an appealing user experience. In business, too, there is no stopping the rise of the cloud – not even in skeptical Germany.

"The NSA leaks only had a limited impact on growth in the cloud market."
Dr. Dieter Kempf, BITKOM

His industry association has been working with KMPG to find out how businesses use the cloud. The results show that 40 percent of German companies are already utilizing web-based solutions, while a further 29 percent plan to do so.

Security – a hot topic

The major stumbling block continues to be IT security. Even the cloud services provider Canopy admitted in a recent study that one in two IT decision-makers in Germany does not want to invest in the cloud because of data protection concerns. BITKOM reports that many businesses would feel more comfortable if the data centers were located within national jurisdictions – after all, Germany has particularly stringent regulations in place for safeguarding personal data.

Yet the idea of a "German cloud" is a naïve one. No matter where the data is stored – it will be transferred worldwide whenever it is needed. Instead, experts are advising businesses to invest in new technologies and security precautions. A unified European judicial framework will be just as important as transparency regarding who is responsible for data and who is using it.

New industry – new society

Big data and cloud technologies are set to revolutionize the world of business. Some of the changes have taken effect already, especially in industry. Industry 4.0 is clearly still at an early stage in its development, but manufacturers such as Harley Davidson offer a glimpse of what the future could bring. The cult motorcycle brand allows customers to choose from thousands of combinations to put together their dream vehicles online – and just six hours later, they are ready to roll off the production line. This is possible thanks to intelligent, networked machines. Examples like this show that the consumer industry is already changing. But there is potential for much more.

"Application areas for big data now cover almost all fields where large volumes of data are processed – from business management applications to scientific research and medicine",
says Dr. Dieter Kempf, BITKOM.

David Cameron is also convinced. The British Prime Minister recently committed £300 million towards research funding for decoding the human genome – the blueprint for human life. This is set to be a major milestone in the fight against cancer and rare genetic disorders.