2. Viktor Mayer-Schönberger and Kenneth Cukier BIG DATA Review of Chapter 7 Veronika Höök 0324015 Spring 2015

3. Chapter 7: Implications Focus on companies that use data, how they fit into information value chain. Main types of big-data companies, which are differentiated by the value they offer: Data Skills Ideas

4. The BIG-DATA Value Chain Ideas: Presently most value in the chain - who have mindset, innovative ideas how to unlock new forms of value from data. Not sustainable advantage, because others will adopt the mindset. Data: In future most value in the chain – data holders who have the data or access to it - control access to information. Skills: Expertice can be brought from outside, not a crusial sourse of value. Value transferred to clients. In future the skills might become commonplace. Data Intermediaries (Additional Type): Reap value from the use of multiple sourses of data in case when data holders can not or do not wish to collect and aggregate the data.

5. Value Shifting Value of information is shifting: Value has migrated from the expertise to idea and now moving to the data. ExpertiseIdeaData NowPast Value

6. Big Data as a sourse of competitive advantage : Industry Big data becomes a sourse of competitive advantage: Shift to data-driven decisions. Stucture of entire industries will be changed: Will be large and small firms ( less possibility for middle size).

7. Industry in Big Data World Small firms: Cost and innovation advantages. Large firms: Data scale advantages. Mid size firms will be squesed out of industry: lack of small and big firm’s advantages, in ”big data word” there is no need to grow to middle size to cover investments.

8. Future Markets Possibility of future market for personal data: Needs shift in consumer sofistication and preferences. New firms that pool data from many consumers, provide easy way to license it, automitise transactions at low costs and trust from individual data holders.

9. Big Dat as a sourse of competitive advantage: Nation Influences to the competitive advantage of states. Industrialised nations: hold data and know how to use it – advantage is not sustainable. Other parts of the word adopt the technology. Opportunity for industrialised nations: Big data intensifies corporate strenghth and weaknesses.

10. Thank You!