Problem:
The planet is filled with data, generated primarily by mobile devices, which can beused to create more useful services and ads for mobile users. CIBC, a Canadianbank, expects a 50-fold rise in information-generation growth over the next decade.Similarly, IDC, the industry consulting firm forecasted correctly that data volumeswould increase 44 times between 2009 and 2020. Mobile plays an important part indriving this eruption (Figure 8.1).Many mobile administrators are beginning to use mobile data to influence con-sumer retention and marketing decisions. Personalized strategies and hypertargetcommunications are crucial in mobile, personal, and private environments. Andthis can only be generated using big data. We describe big data; look at mobile ac-cess to it; evaluate its capacity, realistic uses, and falls; analyze how it is processed;and address six of the most often asked big data and smartphone questions.Big data is usually defined as data sets that meet three attributes:"Vs."However,"I want to remind you that there is a fourth V: meaning,"said Kipp Jones, Sky-product Hook's vice president. To be useful, data must be collected and securelyprocessed. Someone must then handle the results, interpret them, and derive mean-ing from them. Data, massive or not, does not add value if it has no value for anyone.
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