1. Market Research

Insights into Big Data and Analytics in Brazil

  • January 2014
  • 43 pages
  • Frost & Sullivan
Report ID: 1983344


Table of Contents

From a Nascent Market in 2013 to a Billion Dollar Industry in 2018

Big Data has yet to take hold in Brazil, but some verticals (e.g., finance, telecoms, retail) are exploring projects with IT companies who provide solutions for fraud analytics, real-time analytics with in-memory computing, and online and digital analytics, to name a few. These solutions offer clear return on investment such as reduction of churn rate, customer retention, and predictive analytics. This study offers insights on the future of Big Data and analytics in Brazil by discussing market drivers, restraints, trends, and forecasts. Three major predictions are also offered. The study base year is 2013 and the study period runs from 2013 to 2018.

Executive Summary

•Revenue for the Brazilian Big Data market was $X million in 2013. Revenue is expected to reach $X million by 2018 at a X% compound annual growth rate (CAGR).
•The growth speed of internal and external data created a problem for Brazilian companies that were not prepared to process all of the information, increasing the time spent on some routine processes. With that in mind, in 2013 some enterprise companies started to work with vendors to understand how Big Data solutions could help solve these problems and provide a competitive advantage.
•The year 2013 was no better for this market, mainly because most Brazilian companies still had no idea as to how Big Data can help and change their businesses.
•Return on investment (ROI) was another restraint in the acquisition of Big Data solutions because vendors have difficulty presenting a clear ROI to their prospects due to the complexity of these projects. Some vendors are breaking these projects into several deliverables and objectives to have a clearer ROI.
•Many solutions offered by the vendors require extensive IT expertise from customers. Because of the low concentration of these experts in the Brazilian market, companies are starting to ask themselves if this is the right time to invest.
•Some verticals that can be highlighted in 2013 were finance, especially doing fraud-analysis projects; telecom, working on projects to reduce their churn rate; and retailers, starting to personalize their physical stores and Web sites according to the customers’ characteristics. Government is a segment that has high expectations for developing Big Data projects during the next Xyears.
•A noticeable feature of the Brazilian Big Data market is its level of concentration. The top X participants capture X% of the total revenue. By 2018, concentration levels will be decreasing due to fierce competition and the entrance of new participants in the market.

CEO’s Perspective

1. High growth rates will continue by 2018, growing in the healthy double-digit range.
2. Banks and telecoms are the most demanding verticals in this market.
3. Retail and government are high-demand verticals that companies will be betting on in the coming years.
4. Customer churn and fraud analysis drive the demand for Big Data projects.
5. Fault of knowledge is the biggest market restraint. Unclear ROI is also a major concern.

Market Definitions

Frost & Sullivan defines Big Data as volumes of data so large and moving at such a high velocity that they are difficult or impossible to work with using traditional database-management tools. Big Data represents the collective and exponential growth of both structured and unstructured data from every imaginable digital source, including data logs, pictures, audio, and video.

In order to structure what Big Data entails, our study has defined the following criteria:

Big Data is always large in volume. This Frost & Sullivan study considers projects that store at least 100 terabytes as Big Data projects.

Big Data does not so much define the size of a database or individual file but rather the vast diversity of data types. Now organizations must deal with 2 types of data: structured and unstructured. Frost & Sullivan has identified 39 different data sources and considers projects that integrate at least Xdifferent types of data sources as Big Data projects.

With the increase of data volume and its variety, companies have a need to more rapidly capture and analyze this data. Frost & Sullivan considers projects that deliver analysis in less than 1 hour as Big Data projects.

Considering these criteria and in order to measure the market in Brazil, we analyzed Xdifferent markets that we considered to be the most significant components of Big Data.

Big Data Core
•Platforms, applications, systems, and services related to business analytics, in-memory solutions, consulting services, and mobile-commerce analytics

Online Analytics
•Solutions and services that analyze online user actions with both site analytics and social analytics

Enterprise Content Management (ECM)
•Systems designed to address the structured and unstructured content-management needs of a range of organizational types and sizes
•Considered by Frost & Sullivan to be an adjacent market of Big Data

Customer Experience Analytics (CEA) and Social Network Analysis (SNA)
•CEA—solutions that draw data from multiple sources, including operational, usage, and revenue statistics
•SNA—analyzes communications and usage patterns to identify influencers in a customer base and help communicate most effectively with them to maximize service uptake and revenue while minimizing churn

Key Questions This Study Will Answer

What is the current status of Big Data in Brazil?
What are the current growth rate and market concentration?
What is the market share corresponding to the Big Data market?
What is the market share corresponding to Big Data components (business analytics, online analytics, ECM, and CEA)?
What are the current customer needs?
What should be expected from the Big Data market in the upcoming years?

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