Another “V“ - Value:
            Big Data in the Cloud - the Information Economy
   A major new trend in information processing will be the trading of 
 original and enriched data, effectively creating an information economy.
                    „When hardware became commoditized, software was valuable.
                Now that software is being commoditized, data is valuable.“ (TIM O‘REILLY)
                „The important question isn’t who owns the data. Ultimately, we all do. 
            A better question is, who owns the means of analysis?“  (A. CROLL, MASHABLE, 2011)
                 Information as a Service               MIA, Datamarket, …
                                           End users    MIA, Datamarket, …
                     Data as a Service                 MIA, Azure IMR, etc …
      e                                Corporations    MIA, Azure IMR, etc …
      s
      a
      e
      r
      c                                                   Salesforce.com,
      n                   SaaS       Analysts             Salesforce.com,
                                                        Office 2010 WebApps
      i                                                 Office 2010 WebApps
       
      e
      u
      l
      a                   PaaS                            Microsoft Azure,
                                  Application             Microsoft Azure,
      V                           Developers             Google App Engine
                                                         Google App Engine
                          IaaS   System                   Amazon Elastic 
                                                          Amazon Elastic 
                              administrators              Compute Cloud
                                                          Compute Cloud
                 Cloud-Computing Stack                 The Market situation
      Big Data Analytics | Volker Markl | BDOD Big Data – Chances and Challenges
      Slide 2
                                           Information Marketplaces: 
                              Enabling SMEs to capitalize on Big Data
                                  Dataproviders                              Algorithms                          Users
                             Data &           Revenue                                  Licensing         Queries        Analytical 
                          Aggregation          Sharing               Technology                                           results
                                                                       Marketplace
                                     e.g., Social Media              e.g., Media Publisher 
                                     e.g., Social Media              e.g., Media Publisher                   e.g., SEO
                                        Monitoring                          Services                         e.g., SEO
                                        Monitoring                          Services
                                                               Index
                                                               Index                                                                    t
                                                                                                                                        s
                                                                                                                                        u
                                                                                                                                        r
                                                                                                                                        T
                                                          Massively Parallel Infrastructure
                                                          Massively Parallel Infrastructure
                                                               Distributed Data Storage
                                                               Distributed Data Storage
 German Web
                                                           Infrastructure as a Service
                                                         http://www.mia-marktplatz.de
                                                          http://www.dopa-project.eu
          Big Data Analytics | Volker Markl | BDOD Big Data – Chances and Challenges
          Slide 3
     If I had a hammer! Running in Circles?
     SQL                                                     NoSQL
                                           s
                                         e
                                      cl                
                                     r                 f
                                  ci               s o
                               n                 th
                              i                a
                           g                  p
                         n                  e
                        i                 d              
                      n                 co             d
                                                     te
                   n                  e             c
                 u                 m             tri
               R                  o             s
                               t s            re
                              n             n
                          me            r ru          ?
                         e                           p
                        l              o           o
                       p            s             o
                    m              e            d
                   -i            s             a
                  e             a            H
                R            ab              
                            t              n
                           a              o
                          d            L
                        l            Q
                       e
                      ll            S
                   ra            le
                  a            ib
                p            at
                         mp
                     -co
                    n
                   o
                 n                            NoMapReduce
   SQL--
     Big Data Analytics | Volker Markl | BDOD Big Data – Chances and Challenges
     Slide 4
        What is Wrong with this Picture?
                                 scripting      SQL--             XQuery?           wrong
                                                                                    platform?
                 column                 a query                       scalable 
                 store++                plan                          parallel sort
        Big Data Analytics | Volker Markl | BDOD Big Data – Chances and Challenges
        Slide 5
              commandments
     7
            for Big Data      
           Analytics
     Big Data Analytics | Volker Markl | BDOD Big Data – Chances and Challenges
     Seite 6