Hype didnt kill Big Data in 2012

Despite considerable hype perceptions around the technology continued to gain strength throughout the year

Too much of hype around a particular technology can sometime trivialize it, even hurt its adoption. From the amount of press Big Data generated in the last year or so, one could argue that it sometimes ran the risk of becoming one such piece of enterprise technology. However, despite skeptics suggestions that the subject had been over-hyped, sentiments surrounding Big Data and its vendors have remained positive.

According to researchers at Ovum, in 2012, even as Big Data buzz word transcended from the enterprise IT world to become a hot topic for business publications and journals, perceptions around the technology continued to gain strength throughout the year.

Given the level of build-up and suggested hype, it surprised us that sentiment expressed about Big Data vendors still remained so positive in 2012, said Tony Baer, principal analyst for Ovum. Whats also interesting is the degree to which Big Data became a business, not just a technology story in 2012.

Ovum analysts sifted through data gathered by DataSift, which ranked Twitter mentions and sentiment of vendors associated with the Big Data market in 2012. The study revealed that while positive mentions of Big Data vendors outnumbered negative mentions by 3:1, negative sentiment spiked in November with headlines over HPs troubled acquisition of Autonomy. Not surprisingly, given that vendors accelerated the pace of product announcements during 2012, 60 percent of Twitter activity occurred in the second half of the year.

The Twitter data analyzed by Ovum researchers provided a good glimpse into vendor brand recognition with Big Data. 10gen, which developers the popular MongoDB document-oriented NoSQL database, scored high in mentions, trailing only the Apache Foundation. Others such as IBM and Teradata were also well represented in the Twitter stream, trailing only behind Apache and 10gen in positive mentions. Splunk, which is associated with machine data and, like 10gen, is also popular among developers, also scored high, showing that there is growing awareness about harnessing the Internet of things to generate business insights.

While Twitter streams are not a scientific focus group for detecting brand awareness, they provide a valuable window on market thinking, said Baer. The data showed that while some players, such as IBM and Teradata, successfully scored high recognition in Twitter mentions, other enterprise players need to better focus their message to get Big Data recognition. Women Jordan Shoes

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