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The importance of Big Data for the channel

Sep 13, 2012 8:21:15 AM Tech Data Europe Big Data, Cloud Computing, IBM, Storage, Business Needs, Data Deluge, Data Storage, IT Distributor Services, Optimizing Supply Chains, Analyzing Sales Data

Big data specialist Wayne Gratton, EMEA SolutionsPath Business Development Director

According to IBM, 90% of the world’s big data has been produced in the last two years but despite this, for some reason, I can see big data is definitely not as important as it should be to the channel. Much like Cloud Computing, resellers are often confused about what’s hype and what’s reality. They’re also concerned about actually having a big data strategy and how they can capitalise on this market.

With regards to customers, there are pockets of understanding but some are also blissfully unaware of big data’s potential. There certainly needs to be more education about how big data can match business strategies, taking into account appropriate spend and how far it might affect future business decisions.


Overall, when big data is analysed to look at patterns, it can provide invaluable business insight and improve decision making across entire organisations. However, there are a wide range of benefits to wielding big data and these can vary dependent on vertical sectors. For example, it allows retailers to optimise supply chains by analysing sales data so they can stock up on the most popular items to remain profitable and to keep customers happy. Without data in healthcare, analysis on the recent outbreak of legionnaire’s disease in Europe during the summer wouldn’t have been as well documented. In the future that helps combat and prevent more disease outbreaks.

Channel opportunity: big data versus business needs

Resellers need to look at the opportunities big data brings to their business but to do this, they need to be better educated about ultimately what it means for them. They should consider how they’re dealing with big data in the first instance e.g. are they looking at it from a storage point of view or do they deal with software analytics?

It’s true that big data means different things to different companies and analysing a company’s needs is the first stage to deciding how important this growth sector is. It’s about turning big data into an asset. A simple way of doing this is by using asset discovery tools to gather intelligence on resources and usage of a clients’ storage, helping to implement solutions at a lower cost of ownership to gain more control over this rapid growth in data.

An approach to get sales rolling

Defining your company’s and your customers’ position(s) in the big data ecosystem can be achieved by working with a partner that has global expertise yet local knowledge to help tap into market opportunities.

We believe the best way to go about this is to take a three-pronged approach, working with said partner to:

  1. Envision – look at what big data means to your company and your customer’s company. We think it’s important to understand this growth sector on a global and local level through in-depth market analysis
  2. Enable – use training schemes to gain the skills and local knowledge in this area to become ‘big data advisors’ to your customers
  3. Execute – implement what has been learnt to drive sales and scout out local market opportunities
Tech Data Europe

Written by Tech Data Europe


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