The Age of Big Data: How to Gain Competitive Advantage

We have entered the “Age of Big Data” according to a recent New York Times article. This comes as no surprise to most organizations already struggling with the onslaught of data coming from an increasing number of sources and at an increasing rate. The 2011 IDC Digital Universe Study reported that data is growing faster than Moore’s Law. This trend points to a paradigm shift in how organizations process data where isolated islands and silos are being replaced by large clusters of commodity servers that keep data and compute resources together.
Another way of looking at this paradigm shift is that the growing volume and velocity of data require a new approach to networked computing. A good example of this change is found at Google. The industry now takes Google’s dominance for granted, but when Google launched its beta search engine in 1998, the company was late entering the market. At the time, Yahoo! was dominant; other contenders included infoseek, excite, Lycos, Ask Jeeves and AltaVista (dominating technical searches). Within two years, Google was the dominant search provider. It wasn’t until 2003, when Google published a paper on MapReduce, that the world got a glimpse into Google’s back-end architecture.

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