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Cisco Quick Hit BriefingBig Data = Big $$$$Learn how to Monetize Big Data with Cisco
Welcome! Connect using the audio conference box or by calling into the meeting:
1. Toll-Free: (866) 432-9903
2. Enter Meeting ID: 205 376 864
3. Press “1” to join the conference.
Brian J. Avery
Territory Business Manager Cisco Systems
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Cisco Confidential 2© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Welcome and Agenda
• Introduction
• What is a Quick Hit Briefing?
• CATCH THE BIG DATA Opportunity WAVE!
• What is Big Data?
• Big Data Sales Plays
• What you can sell
• Partners and Competitors
• Call To Action
• Resources, Conclusion
Brian J Avery
Territory Business ManagerFlorida Territory Commercial
[email protected]
Priors:
Cisco Sales and Channels (9 yrs)
President and CEO (6 yrs)Cisco Premier Partner
Director of Sales (2 yrs)Cisco Silver Partner
Financial Analyst (7 yrs)Sprint Corporation
https://www.pass4sureexam.com/810-401.html
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Cisco Confidential 3© 2013-2014 Cisco and/or its affiliates. All rights reserved.
What Is a Quick Hit Briefing?
• A weekly partner briefing series designed for Cisco Commercial Territory partners
• Concise, relevant updates on:
• Cisco products and solutions
• Partner programs and promotions
• Partner Enablement – Demand Generation, Selling Skills, Closing Tools, etc.
Next Quick Hit Briefing
Year-End Closing Tactics - Bring In All Your Deals
Thursday Dec 11th, 2014 at 9:30 ET
Check http://cs.co/quickhit for registration links and replays
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CATCH THE BIG DATA Opportunity WAVE!
US Commercial Big Data Strategy, Goals and Opportunity
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Cisco Confidential 5© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Revolution in Data Driven Decision Making
https://www.pass4sureexam.com/810-401.html
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Cisco Confidential 6© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Why is Big Data Important?
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Cisco Confidential 7© 2013-2014 Cisco and/or its affiliates. All rights reserved.
“The second most popular search term on Gartner.com in the last
year, behind only ‘magic quadrant’, was
‘Hadoop/big data’. The rest weren’t even close.”
- Merv Adrian, Research VP, Gartner, Inc.
https://www.pass4sureexam.com/810-401.html
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Cisco Confidential 8© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Why Big Data?
- Jim Barksdale, CEO, Netscape
https://www.pass4sureexam.com/810-401.html
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Cisco Confidential 9© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Big data relevance buys us a seat at the business table
• Every big data conversation has a key business driver behind it
• Big data projects are not just solving technology problems such as tech refresh, organic growth, etc. but usually also business problems
• Big data projects are more likely to be driven from the CFO or LOB than the CIO
https://www.pass4sureexam.com/810-401.html
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Cisco Confidential 10© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Big Data wins - Partial list of UCS-based wins
$80M Actuals in FY14, $200M Target in FY15
Enterprise/GSP Commercial
https://www.pass4sureexam.com/810-401.html
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Cisco Confidential 11© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Big Data UCS TAM
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Cisco Confidential 15 © 2013- 2014 Cisco and/or its affiliates. All rights reserved.
Big Data: Strategic Growth Market for Cisco/DCG/UCS
0
5
10
15
20
25
30
35
2011 2012 2013 2014 2015 2016 2017
Big Data Revenue ($B): 2011- 2017
Services
Software
Infrastructure
• Infrastructure TAM $7.8B (2014) - >$16.9B (2017)
• @10% Cisco share: $1.69B (2017)
- A Billion Dollar Business
• Drives UCS topline ($16.1B TAM, 27.1% CAGR)
• 100% Cisco infra. wallet share & account control (server/storage/networking
• 8x higher ASP compared to average UCS C-Series deals
• ASP of BD starter deal is $250K
• Infrastructure TAM $7.8B (2014) $16.9B (2017)
• 10% Cisco Share of TAM = $1.69B (2017)
A Billion Dollar Business!
• Drives UCS topline ($7B TAM, 27.1% CAGR)
• 100% Cisco infrastructure wallet share & account control (includes server, storage and networking)
• 8x higher ASP compared to average UCS C-Series deals
• ASP of BD starter deal is $250K, but they grow rapidly
https://www.pass4sureexam.com/810-401.html
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Cisco Confidential 12© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Why should you care?
• The big data market is booming
• Every Commercial AM has a Big Data opportunity in their customer base today (you just might not know about it)
• Customers can shift money that they are spending on Enterprise Data Warehouses, Oracle Licensing and Support to a Big Data/Hadoop environment and IMMEDIATELY save big money (up to ~50X)
• Provides thought leadership/strategic relevance to Cisco and an opportunity for business relevance, beyond IT
• We don’t have to share the hardware stack
• Provides us a beachhead with C-series
• The software stack is relatively cheap ($1 of SW drags $4 of HW)
• Provides Cisco with an annuity revenue stream
• Can reach 7 - 8 figures in two years timeframe
• The competition is already actively selling into this market
12
https://www.pass4sureexam.com/810-401.html
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Cisco Confidential 13© 2013-2014 Cisco and/or its affiliates. All rights reserved.
What is Big Data?
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Cisco Confidential 14© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Operational
(OLTP)
Traditional Enterprise Data Management
14
Operational
(OLTP) ETL EDW BI/Reports
Online Transactional Processing
Extract, Transform, and Load (batch processing)
Enterprise Data Warehouse
Business Intelligence
Operational
(OLTP)
https://www.pass4sureexam.com/810-401.html
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Cisco Confidential 15© 2013-2014 Cisco and/or its affiliates. All rights reserved.
The Explosion of Unstructured/Semi-structured DataA poor fit for the traditional relational database
2005 20152010
• More than 90% is unstructured data
• Approx. 500 quadrillion files
• Quantity doubles every 2 years
• Most unstructured data is neither
stored nor analyzed!
1.8 trillion gigabytes of data
was created in 2011…
10,000
0
GB
of
Data
(I
N B
ILL
ION
S)
STRUCTURED DATA
UNSTRUCTURED DATA
Source: Cloudera
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Cisco Confidential 16© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Machine
Operational
(OLTP)
Operational
(OLTP)ETL
BI/Reports
Operational
(OLTP)
Enterprise Data Management with Big Data
16
Web
ETL
Dashboards
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Cisco Confidential 17© 2013-2014 Cisco and/or its affiliates. All rights reserved.
For our purposes, big data means wide scale-out rack-mount, bare-metal, DAS-centric, spindle-dense distributed computing architectures aimed at the “3 V’s” of data: Volume, Velocity, Variety
How Do We Define Big Data?
https://www.pass4sureexam.com/810-401.html
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Cisco Confidential 18© 2013-2014 Cisco and/or its affiliates. All rights reserved.
What isn’t Big Data?
• Usually not blade servers(not enough local storage)
• Usually not virtualized (hypervisor only adds overhead)
• Usually not highly oversubscribed(significant east-west traffic)
• Usually not SAN/NAS
https://www.pass4sureexam.com/810-401.html
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Cisco Confidential 19© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Cost, Performance, and Capacity
Enterprise
Database
Massive Scale-Out
Column Store
Hadoop
No SQL
Structured Data: Relational Database
Unstructured Data: Machine Logs, Web Click Stream, Call Data Records, Satellite Feeds, GPS Data, Sensor Readings, Sales Data, Blogs, Emails, Video
$20K/TB
$10K/TB
$500-$1K/TB
Expensive Load1TB/hr ETL
HW:SW $ Split 70:30 and
we don’t have to share!
HW:SW $ Split 30:70
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Cisco Confidential 20© 2013-2014 Cisco and/or its affiliates. All rights reserved.
What Is Hadoop?
• Apache™ Hadoop® is an open source software project that enables the distributed, fault tolerant processing of large data sets across clusters of servers.
• It is designed to scale up from a few servers to thousands of machines
• Its two primary components are the Hadoop Filesystem (HDFS) and the MapReduce application engine
https://www.pass4sureexam.com/810-401.html
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Cisco Confidential 21© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Big Data Sales Plays
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Cisco Confidential 22© 2013-2014 Cisco and/or its affiliates. All rights reserved.
22
Big data is still an emerging, dynamic market.
New technologies and partners are emerging fast, startups come and go, competition evolves quickly.
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Cisco Confidential 23© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Big Data Sales Play
Data Management: Building the Foundation
Half the world’s data will be processed by Hadoop within 5 years
• Proactive sales play involving Cisco and Hadoop Partner sales teams
• Target Cisco’s existing UCS customers
• MapR, Cloudera, HortonWorks will be on Cisco GPL
• Get in early to win the Pilot and drive significant Big Data Expansion Sales
• When in doubt, stay neutral
https://www.pass4sureexam.com/810-401.html
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Cisco Confidential 25© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Big Data Contacts
Line of Business
• CMO
• CFO/Head of Finance
• SVP/VP of Sales
• Merger and Acquisition Leaders
• VP of Supply Chain
Data Applications
• VP of BI/Analytics
• VP of Data Warehouse
• Chief Data Scientist
• Data Architects/Data Strategy
Access to New Buying Centers
• VP of Infrastructure
• VP of Operations
• Chief Technology Officer
• Chief Information Officer
• VP of IT
• Director of IT
IT
https://www.pass4sureexam.com/810-401.html
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Cisco Confidential 26© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Financial
ServicesTelco Web / Media Retail
Health /
Life SciencesGovernment
•Customer acquisition,retention, and profitability
•Fraud detection
•Compliance reporting
• Trading Risk
•Insurance Underwriting
• Churn analysis
• Subscriber data
management
• Fraud analysis
• Social analysis
• Response times
• Traffic analysis
• Product affinity/
bundling
•Sentiment Analysis
•Content monetization
•Advertising optimization
•Store operationanalysis
•Customer loyaltyprograms
•Loss prevention
•360 degree view of a customer
•Web and Location Analytics
•Drug development and launch cost reduction
•Regulatory compliance
•Product quality
•Security/ anti-terror
•Budgetary control and management
•Asset control and assessment
•ETL Offload / Federal Budgetary Pressures
Top Use Cases Are Driving Rapid Big Data Adoption
Most Prominent Big Data Industry Use Cases
By 2016, 25 Percent of Large Global Companies Will Have Adopted Big Data Analytics for at Least One Security or Fraud Detection Use Case
—Gartner
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Cisco Confidential 27© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Questions You Should Ask Every Customer
Reducing cost, improving operational efficiency, competitive differentiation and growing top line revenue are key outcomes for many Big Data projects
The Cisco UCS fabric-based architecture delivers exceptional performance, capacity, management simplicity and scale to derive value from the most challenging Big Data deployments
The cost of Data Warehousing by archiving data and offloading ETL processing to Hadoop is 50 times less expensive than enterprise data warehouses
Look for the VP of Business Intelligence, VP of IT, VP of Data Warehousing or LOB Executive. Almost every customer has a Big Data project they are thinking about or that is in process.
What are yourUse Cases for Big Data?
How will you manage and operate your Big Data platform and scale as fast as your data?
Is your Data Warehouse maintenance and capacity expansion getting too costly?
Who in your organization is looking at Big Data, and Hadoop projects?
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Cisco Public 28© 2013 Cisco and/or its affiliates. All rights reserved.
Test Initial Use Case Expand Initial Use Case Full Production
Reoccurring Big Data Server Sales
Add 16 servers POC rack to test Use Cases 4 & 5
$250K
Add 16 Server POC Rack to test Use Cases 2 & 3 Add 100 servers
for full production of Use Case 1
16 Server Rack for initial use evaluation
Add 32 Server Expansion Rack,
Initial Production
M3-6
M1
M9
M12
M15
$500K
$250K
$1.5M$250K
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Cisco Confidential 29© 2013-2014 Cisco and/or its affiliates. All rights reserved.
What you can sell
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Cisco Confidential 30© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Easy to order (no missing parts)
Aggressively discounted
Tested and validated with our ISV partners
Address majority of big data apps and workloads
Appliance-like model without lock-in
Matching CVD’s show investment
Cisco UCS Common Platform Architecture for Big Data
Single-SKU pre-configured bundlesNet: $250K HW, $250K SW 3 year agreement, doubles annually
https://www.pass4sureexam.com/810-401.html
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Cisco Confidential 31© 2013-2014 Cisco and/or its affiliates. All rights reserved.
CPA Differentiators
1. Easy to deploy and scale
2. Single management platform
3. Better networking
See “Resources” slides in the appendix for more information
https://www.pass4sureexam.com/810-401.html
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Cisco Confidential 32© 2013-2014 Cisco and/or its affiliates. All rights reserved.
MULTIPLE DOMAINSUp to 10,000 Servers
SINGLE DOMAIN Up to 10 Racks, 160 Servers
Easily Scale Cisco UCS CPA for Big Data
Scalability
UCS Manager
UCS Central
SINGLE RACK16 Servers
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Cisco Confidential 33© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Cisco UCS Advantage Simplified Management Throughout Cluster Lifecycle
Provisioning
Monitoring
Maintenance
Growth
UCSM provides:
• Speed
• Ease of experimentation
• Consistency
• Simplicity
• Visibility
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Cisco Confidential 34© 2013-2014 Cisco and/or its affiliates. All rights reserved.
UCS Rack-Mount Servers UCS Blade Servers
Big Data Common Platform
Architecture
NoSQL Database
SAN/NAS Arrays
Enterprise Applications
Single Platform for Traditional and Big Data Applications
https://www.pass4sureexam.com/810-401.html
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Cisco Confidential 35© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Zero Touch Deployment of Hadoop Clusters
On Demand Cluster Sizing
Dashboard for status and health monitoring
Centralized End-to-End Visibility
Accelerating time to value for Hadoop Deployment Single Management Pane for Hadoop Clusters Extends UCS Management value prop into Hadoop
Infrastructure
UCSD Express For Big DataOn-Demand Hadoop Deployment
https://www.pass4sureexam.com/810-401.html
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Cisco Confidential 36© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Cloud Data
Sources Traditional Data
Sources
Cisco Data Virtualization on UCS with Nexus Interconnects
Big Data Sources
BI and Analytics
Deployed on UCS
Composite - Data Virtualization Across the Enterprise
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Cisco Confidential 37© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Partners and Competitors
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Cisco Confidential 38© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Big Data Ecosystem
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Cisco Confidential 39© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Key Hadoop Distributions
Open Source Open Source
HortonWorks Cloudera
MA
NA
GE
ME
NT
Open Source
MA
NA
GE
ME
NT
ARCHITECTURAL
INNOVATIONS
MapR
https://www.pass4sureexam.com/810-401.html
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Cisco Confidential 40© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Competitors
The Usual Suspects
Main Competitors:• Dell, HP, IBM, Amazon• Arista, maybe Brocade
Less Common:• Whitebox• Oracle/Sun, Teradata
(appliances)• EMC/Netapp*
https://www.pass4sureexam.com/810-401.html
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Cisco Confidential 41© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Call to Action
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Cisco Confidential 42© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Ask your customer what they are doing with Hadoop?
Go to your B-Series customers and let them know we have a Big Data Reference Architecture that fits seamlessly into their operations
Call To Action
Use the Big Data Sales Expert Mailer for help and resources:
[email protected]
Visit http://iwe.cisco.com/web/data-center/technology/big-data
Get to know your Hadoop partners and sales teams
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Cisco Confidential 43© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Ask your customer what they are doing with Hadoop?
Go to your B-Series customers and let them know we have a Big Data Reference Architecture that fits seamlessly into their operations
Call To Action
Use the Big Data Sales Expert Mailer for help and resources:
[email protected]
Visit http://iwe.cisco.com/web/data-center/technology/big-data
Get to know your Hadoop partners and sales teams
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Cisco Confidential 44© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Sales Resources, Conclusion
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Cisco Confidential 45© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Selling Resources – Big Data Playbook V2
http://dcg.cisco.com/attachments/Cisco%20UCS%20Big%20Data%20Sales%20Playbook%20V2%20August%202013.pdf
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Cisco Confidential 46© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Customer/Partner Resources – CVDs for all major distros
http://www.cisco.com/go/bigdata
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Cisco Confidential 47© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Other Big Data Resources
• Cisco Big Data Web Page - http://www.cisco.com/go/bigdata
• Cisco Design Zone for Big Data (CVDs)
• http://www.cisco.com/c/en/us/solutions/enterprise/data-center-designs-cloud-computing/bigdata.html
• Cisco UCS Common Platform Architecture for Big Data Solution At-A-Glance
• http://www.cisco.com/en/US/solutions/collateral/ns340/ns517/ns224/ns1199/at-a-glance-c45-730798.pdf
• Cisco UCS Common Platform Architecture for Big Data Analyst Whitepaper
• http://www.cisco.com/en/US/solutions/ns340/ns517/ns224/ns1150/ns1199/245209January.pdf
https://www.pass4sureexam.com/810-401.html
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Cisco Confidential 48© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Other Big Data Resources
• Big Data Partner At-a-Glance (AAG) (PDF - 410 KB)
• Cisco UCS Integrated Infrastructure for Big Data BDM (PPTX - 9.31 MB)
• Cisco UCS Director Express for Big Data BDM (PPTX - 2.70 MB)
• Big Data Partner FAQ (PDF - 603 KB)
https://www.pass4sureexam.com/810-401.html
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Cisco Confidential 49© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Join Us Next Week!
Next Quick Hit Briefing
Year-End Closing Tactics - Bring In All Your Deals
Friday Dec 11th, 2015 at 9:30 ET
Check http://cs.co/quickhit for registration links and replays
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Cisco Confidential 51© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Big Data/Analytics DCV Big Data Stack
Cisco Data Center
Data Management
Lead with UCS CPA
Data Integration
Target Teradata/Neteeza customers
Analytics / Business Intelligence
Target LOB correlating multiple data sources
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Cisco Confidential 52© 2013-2014 Cisco and/or its affiliates. All rights reserved.
1. Big Data = Big $$$$
2. Customers can shift money that they are spending on Enterprise Data Warehouses, Oracle Licensing and Support to a Big Data/Hadoop environment and IMMEDIATELY save big money (up to ~50X)
3. Every Commercial AM has a Big Data opportunity in their customer base today (you just might not know about it)
4. Line of Business customers are looking to generate additional revenue and grow their business through Big Data and Analytics
Why Should you Care About Big Data?