“Data” and its big sister, “Information”, are fast becoming core components of cloud-based services. David Reinsel, Senior VP with IDC, was sharing the state of all things data and pointed out a few interesting predictions at the recent IDC Tech Outlook 2017 in Austin.
One was that in the next year, “50% of large enterprise companies would be generating revenue from DaaS through the sale of raw data, derived metrics, insights and recommendations.” That’s probably not unreasonable when you define DaaS so broadly. But the point I think that is important is that companies see data as an asset that can be monetized or purchased.
Companies gather a lot of data on things relevant to the business. This can range from what services customers like and how they use them to how bits move in a network. There is potentially a lot of information in the data collected. Take for example what Dialogic does with respect to real-time services and network related data collected in our BorderNet SBC.
SBCs or Session Border Controllers provide important network functions including security, access control, peering, and VoLTE/IMS roaming support, and are deployed at the enterprise edge, access, and in the core of fixed and mobile networks. Data collection, monitoring, and the analytics to present real-time information in a consumable and useful way can start to give insight into both the network health and service performance. Data on jitter, delay and packet loss on the media streams provides the ability to evaluate voice quality performance. Bandwidth usage on the same media stream can determine if the proper codec is being used or provided by a service to help prevent fraud. Minutes of use correlated against end point addresses, subscribers, or dates and times can also provide valuable insight on customer behavior for marketing organizations and service provider product managers.
End users of this intelligence have some inherent concerns with DaaS, and David pointed out that the top three were:
- The integrity of the information – can they trust the data?
- Integration - will the data integrate into an application easily?
- Cost – what is the DaaS solution price?
I asked him what organizations were the biggest consumers of this data, and he indicated it could ultimately be marketing and operations wanting to integrate it into line of business projects. Regardless, the amount of data being collected on people and their respective activities will continue to grow and be used to define our “digital self.” This amount will eventually increase to over 4,700 interactions per day per person by 2025 as estimated by IDC!
One thing is for sure, data will continue to grow as a currency that drives information and insight on consumers, enterprises and networks. Let us know what you think by tweeting us at @Dialogic. If you want to find out more about analytics and cloud-based SBCs I mentioned earlier in this blog, you can download a white paper from Frost and Sullivan on the topic - Key Considerations for Session Border Controllers in the Cloud.