Invited talk planned for STI summit in Russia in July 2013. Due to an error in visa I never made it to Russia. Here is the talk anyway. The first part is my standard big data talk. The second part is about the semantic web and big data.

1. Dr. Richard Benjamins
Director Business Intelligence
Telefonica Digital
Big Data – Big opportunities – Big risks?
An industry perspective
And what about the Semantic Web?
Telefonica
Digital
© 2013

2. 01
02
03
04
05
Index
The Big Data opportunity
What is Big Data?
Big Data risks
What role can
businesses play?
06
Context: Telefonica
Digital
Conclusions
07
And what about The
Semantic Web?

3. 3Telefonica Digital
Telefonica Digital is Telefonica’s digital arm
01

4. 4Telefonica Digital
The Big Data Opportunity
McKinsey McKinsey
02
Big Data
Big Business

5. 5Telefonica Digital
But also society will benefit from big data
02

6. 6Telefonica Digital
And data keeps growing exponentially
02

7. 7Telefonica Digital
But what is Big Data
Dave Feinleib, Forbes blog
03
1. Big Data is Only About Massive Data Volume
2. Big Data Means Hadoop
3. Big Data Means Unstructured Data
4. Big Data is for Social Media Feeds and Sentiment
Analysis
5. NoSQL means No SQL
Gartner’s Hype Cycle: technologies, use cases,
new sources of data

8. 8Telefonica Digital
A closer look at where Big Data sits
From a telco perspective
Type of Big
Data
OTT/Telco Cost of data
collection
By product/
seeking
Batch/real-
time
Strength of
telco?
Social media OTT Low Active Both No
Web logs Both Low Passive Both No
Network data
(telco)
Telco High Passive Both Yes
M2M (sensor)
data
Both High Active Both Might
Open data OTT Low Both Batch No
Transact. data Both Medium Passive Both No
03

9. 9Telefonica Digital
But be aware of the privacy time bomb
Three Mile Island accident
killed the nuclear industry in
the US
Regulators are watching
Data “scandals” abound
“It’s Tracking Your Every Move and You May Not Even Know”
“Betrayed by our own data”
04

10. 10Telefonica Digital
There is increasing awareness of what customer data
companies store
04

11. 11Telefonica Digital
And not only companies …
04

12. 12Telefonica Digital
Are you aware where your data is going?
04

13. 13Telefonica Digital
The industry is learning by doing
04

14. 14Telefonica Digital
Society is also evolving, but in what direction?
Ignorance
• Customers are largely unaware of
what is happening
Trading
• Customers make an explicit trade-off
for each service
Wanting?
• Are customers wanting organizations
to use their (personal) data to improve
their lives?
Key evolving data concepts:
• Individual, aggregated, anonymized
• Customer consent (ex/implicit – opt-in/out)
• Legal ≠ accepted by society
04

15. 15Telefonica Digital
PI Economy“Big Data”“Old wine in new bottles”
So how can businesses play in the Big Data space?
Different “business” models with different maturities and different risks
05
Leverage data to
understand and
improve business
(x/up sell, churn)
and products
Data = improved
business
Recognize that
digital data is
delicate (privacy)
Turn that into an
opportunity
Data = risk =
business
Insights that help
improve
businesses and
governments
Data = business
Leverage data for
targeting users
with relevant ads
and higher CTR
and conversion
Data = better
advertising
M2M
Smart cities
Improve
services
Advertising Access to
insights
Become a
gatekeeper of
personal data

16. 16Telefonica Digital
Conclusions
Find your position on three key dimensions
“Bigness” of data
Value
“Bigness” of data “Bigness” of data
Privacyrisk
Nativebigdatatechnology
Apps
Insights
Processed
data
Raw data
Anonymous data
06

17. 17Telefonica Digital
And what about the Semantic Web and Big Data?

18. 18Telefonica Digital
Achievements - 2013 – Is semantic web mainstream?

19. 19Telefonica Digital
Some trends related to Semantic Web

20. 20Telefonica Digital
Semantic web and data trends

21. 21Telefonica Digital
Is Semantic Web hopping on the latest band wagons?
Semantic search
Semantic integration
Open data
Big data

22. 22Telefonica Digital
Semantic Web and Gartner’s Hype Cycles

23. 23Telefonica Digital
2006 – 5 to 10 years for reaching mainstream

24. 24Telefonica Digital
2009 – more than 10 years to go

25. 25Telefonica Digital
2012 – more than 10 years to go

26. 26Telefonica Digital
So what should be the role of Semantic Web in Big Data
such that it can have a real impact?
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