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

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

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

6. 6 Telefonica Digital And data keeps growing exponentially 02

7. 7 Telefonica 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. 8 Telefonica Digital A closer look at where Big Data sits From a telco perspective Type of Big Data OTT/TelcoCost of data collection By product/ seeking Batch/real- time Strength of telco? Social mediaOTTLowActiveBothNo Web logsBothLowPassiveBothNo Network data (telco) TelcoHighPassiveBothYes M2M (sensor) data BothHighActiveBothMight Open dataOTTLowBothBatchNo Transact. dataBothMediumPassiveBothNo 03

9. 9 Telefonica Digital But be aware of the privacy time bomb 9 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. 10 Telefonica Digital There is increasing awareness of what customer data companies store 10 04

11. 11 Telefonica Digital And not only companies … 04

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

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

14. 14 Telefonica 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. 15 Telefonica 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. 16 Telefonica Digital Conclusions Find your position on three key dimensions “Bigness” of data Value “Bigness” of data Privacy risk Native big data technology Apps Insights Processed data Raw data Anonymous data 06

17. 17 Telefonica Digital And what about the Semantic Web and Big Data? Some observations from an outsider (once an insider)

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

19. 19 Telefonica Digital Some trends related to Semantic Web

20. 20 Telefonica Digital Semantic web and data trends

21. 21 Telefonica Digital Is Semantic Web hopping on the latest band wagons? Semantic search Semantic integration Open data Big data What if we mapped Semantic Web EU projects on those topics and timeline?

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

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

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

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

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