In 2015 we will generate more new digital content than ever before. According to the most recent EMC Digital Universe study the amount of digital content we are managing will grow by 10x by the end of this decade. As a result, IT infrastructures are continuing to expand and become more complex making it more difficult, if not impossible to continue to use manual processes to maintain IT security, and optimize workload placement.
Cybersecurity has been a major public concern after numerous recent data breaches suffered by companies that include JPMorgan Chase & Co., Target Corp., Sony Pictures Entertainment, and most recently health insurer Anthem. A new approach is needed. As a major enterprise technology provider our customers look to EMC for help.
Two of the leading researchers in IT analytics are Yael Villa Phd., and Alon Kaufman Phd. Next week they will be presenting next generation IT analytics solutions at Mobile World Congress. Next generation IT security and workload placement leverage Big Data technology. I had the opportunity to talk with Yael and Alon this week.
What are the major challenges for Cloud Service Providers?
Yael/Alon: As the size and complexity of infrastructures continue to increase at an exponential rate, cloud service providers face the overwhelming and unprecedented challenge of capturing, managing, processing and analyzing huge amounts of operational data in order to secure, optimize, and reduce costs to provide their services. Every operator is searching for new ways to increase revenues and profits during a time of stagnant growth in the industry. A new approach is needed. Cloud Service Providers are racing to take advantage of new data analytics technologies to deliver services faster, more securely at a lower cost. Most operators conduct analytics programs that enable them to use their internal data to boost the efficiency of their networks, segment customers, and drive profitability with some success. But the potential of big data poses a different challenge: how to combine much larger amounts of information to increase revenues and profits across the entire value chain, from network operations to product development to marketing, sales, and customer service — and even to monetize the data itself.
Some examples of use cases that can be address by Big Data and Data Science approaches:
traffic in real time
Analyzing call data records in real time to identify fraudulent behavior immediately
Allowing call center reps to flexibly and profitably modify subscriber calling plans immediately
Tailoring marketing campaigns to individual customers using location-based and social networking technologies
Using insights into customer behavior and usage to develop new products and services
The cloud service providers that integrated Big Data and Data Science into their operations will be most successful.
Why is the EMC Federation a unique partner for Cloud Service Providers?
Yael/Alon: The EMC Federation is a unique partner for cloud service providers with our many years of experience providing storage, identify management, virtualization, and management products that power many of the services available today. The massive IT infrastructure scale supported by cloud service provider's present unique challenges compared to traditional enterprise customers. As our industry transitions to more mobile, Big Data, and web applications the IT services that supports these applications need will only grow. Few IT providers have our knowledge and history of success.
The EMC Federation understands the challenges cloud services providers are facing and have been adjusting our product portfolio with new software defined infrastructure, and next generation analytics tools from Pivotal. In 2015, we are bringing these products together to deliver complete solutions. Our Security Analytics Suite is one example of EMC Federation solutions. We are leveraging our sophisticated RSA security algorithms in combination with Pivotal Big Data analytics suite to analyze massive amounts of data generated by your infrastructure in near real time to identify behavior anomalies. Automation reduces risk and costs to secure the next generation of services customers are demanding.
Big Data analytics is not just limited to improving security. We are leveraging these same architectures to optimize workload placement based on application requirements and the current infrastructure workload. The ability for a cloud service provider to move workloads around to guarantee performance and lowest cost is critical for many next generation solutions. Next generation IT infrastructures will be highly automated using Big Data and Data Science to reduce risk, improve service availability, and reduce cost.
It is very exciting to see the EMC Federation product portfolio being leveraged to provide differentiated solutions for cloud service providers. I believe Big Data and Data Science is going to be key to creating the next leap in IT automation. The EMC Federation is one of the few partners that offer the breadth of products, experience, and expertise to the cloud service provider industry. I am looking forward to Yael and Alon's presentation at MWC on Wednesday March 4th at 2pm and further discussions on this topic.