A big data opportunity

VARs are poised to benefit from an expansion in business analytics in these tough times, claims Alistair Washbourn

The challenges that come with big data are no longer confined to the media and broadcasting industries. Enterprises are now faced with expanding data volumes in the wake of the growing creation of unstructured data in business analytics.

Unstructured data can be part of gleaning insights into solving business issues, such as how to maximise customer retention or improve operational efficiency. I have read an Ovum report claiming that almost half of European enterprise IT departments plan to invest in big data for analytics in the near future.

This is a growth opportunity for the channel, which I believe must prepare now to ride the crest of the wave.

Unlike many media companies, which have seen data growth from, among other things, the rising demand for online video and HD, other organisations of all size will require consultancy and training.

They will need guidance on how to manage such large volumes of data and the best offerings for their needs. The channel, of course, will play a vital role in helping them achieve this.

In my view, in the interim, resellers will need to get staff members up to speed and find products and other offerings that will not only meet customer needs but provide sufficient return on investment.

Some vendors offer exclusive discount programmes on products to resellers, which will provide some competitive edge and help partners stand out from what could become a crowded market.

Sufficient online and hands-on training for systems engineers will also be vital for any channel partner wishing to capitalise on the big data trend, ideally with support from the vendor during the sales process.

I believe that scalable storage offerings will match with customers' changing data needs and generate consistent revenue for resellers. Appliances are available that enable VARs to build their own storage infrastructures and networks if required.

As the global economy teeters on the edge of recession, big data analytics could become more widespread as more businesses try to improve their processes and drive growth.

Alistair Washbourn is EMEA channel marketing manager at Quantum