1. State of Big Data Markets
Kyle Redinger
@kyleredinger
Co-Founder, VividCortex

2. Key Takeaways
Everything is
Digital
Data stores are behind everything
More and more data is being produced
Data Growth
Data will grow 50x by 2020; budgets will
only grow 1.5x
Technology
Key enablers have driven data growth, but new
opportunities exist
Human Limits
Humans need tools to help them manage
performance; systems are inherently complex

3. The World is Changing
The Internet of Everything

4. Your Travel
Remembered
Kyle’s December Travels Visualization from Google

5. Your Body
Recorded

6. Your World
Measured
Voronoi Diagram of 2.5 Million Weather Stations

7. Your Communications
Tapped

8. Why All this Data?
THE MONEY
Advertising, lead generation, services,
recommendations, business development, data
brokering, cohort analysis, sales funnels, customer
insight, new products, new markets, more value etc.
THE TECHNOLOGY
With legacy licensing and technologies, Big Data is
too expensive (i.e. Oracle Exadata clusters $1 to $5
million)…
But, with cheaper technologies, Big Data is the reality
and many new opportunities are created (i.e.
Hadoop + basic machines, $100k to $500k)

9. Big Data
What is it?
Hype
Internet of
Everything
+
+
Anything That
Doesn’t Fit in Excel
Volume, Variety,
Velocity
BS
Reality

10. The Problem
Data
In 5 Years
50x Growth
IT Staff & Budgets 1.5x Growth
Data & Servers
Headcount
IT Budgets
With data growing quickly, and IT budgets not growing, large
gaps between humans and systems will cause problems for
companies

11. The Enablers
Virtualization
Open
Source
Cloud
Computing
Growth of Data
Management
Tools
Moore’s Law
Data Storage
Smart People
& Process

12. Open Source
High Quality, Growth & Culture
2/3rds of IT Leaders Will Purchase 50% of Software as Open Source
2 Million Open Source Projects in 2014
Reduced Operating Cost, Feature Direction, Community Value
Open Source is Eating the World ($500+ Million invested in 2013)

13. Moore’s Law
Exponential increase in
performance per dollar, but
reaching limits
300
250
200
150
Cost
Performance
100
50
0
1996 1998 2000 2002 2004 2006 2008 2010 2012
Hardware continues to be less expensive with better performance

14. Virtualization
Application
One piece of hardware can run
many different things.
APP
APP
APP
OS
OS
OS
Operating System
Virtualization
Hardware
Hardware
Virtualization enabled sharing of underutilized resources

15. Cloud
Moving computing power from
capex to utility pricing
APP
APP
APP
Fortune 500 Client
OS
OS
OS
80%
Virtualization
VividCortex
Hardware
15%
Startup 2
15%
$110 Billion Market, 18% CAGR through 2016

16. Tech Model
Application(s)
APP 1
Simplified.
APP 2
APP 4
APP 3
Network
Data Storage

17. Performance
Management
Tools
Application, Network &
Database
Moore’s Law
Limits
Hardware can’t solve all the problems; data is growing
faster than the cost reduction in hardware performance
Market Size
$2.5 billion today; growing to $3.6 billion
within 4 years
Big Money
Downtime, slowness, lost data, bad
responsiveness, missed SLAs, etc all destroy value
Human Limits
Humans need tools to help them manage
performance; systems are inherently complex

18. Database &
Data Storage
When we talk about
databases, what are they?
Definition
Organized collection of data and “dumb.”
Technologies
Oracle, SQL
Server, MySQL, DB2, PostgreSQL, MongoDB, Hadoo
p … and 100s more
Challenge
Database technology isn’t innately scalable; i.e.
humans need to build systems around the database to
make them work
Market Size
$25 + Billion (Technology, Services, Tools, Consulting)
and Growing Fast

19. State of Leading
Data Storage
Markets
Closed source
model can’t
compete with open
source/core model
LICENSE
SHARE
ADOPTION
TOOLS
SERVICES
ORACLE
$$$$$$
LEADER;
DECLINE
ENTERPRISE
MATURE
MATURE
SQL Server
$$$$
LEADER;
DECLINE
ENTERPRISE
MATURE
MATURE
DB2
$$$$$$
DECLINE
ENTERPRISE
MATURE
MATURE
MySQL
FREE
LEADER
EVERYONE
MEDIUM
MEDIUM
Hadoop
FREE
HYPE
EVERYONE
BASIC
BASIC
MongoDB
FREE
HYPE
EVERYONE
BASIC
BASIC
OPEN SOURCE DATABASES SCALE FINANCIALLY WITH BIG DATA

20. Data Storage
Market Share of
Leading Vendors
Others
$3.3 B
Microsoft (SQL
Server)
$25 Billion Market
& Growing 16% Y/Y
Open Source Has
Massive Install Base
$4.0 B
IBM (DB2)
$4.9 B
Oracle
$11.8 B
$-
$5.0 B
$10.0 B
$15.0 B

21. Why Are Tools
Important
OPEN SOURCE
Total Cost of
Ownership of a
Small Enterprise
Project
ORACLE
UP FRONT
$0
$423,000
$166,000
$397,000
SUPPORT FEES
$15,600
$106,760
ADMIN & DEVELOPMENT
$90,000
$180,000
$482,200
$1,680,280
LICENCES
SETUP & HARDWARE
TOOL GAP
RECURRING
3 YEARS
TOOL GAP

22. Current
Tools
VividCortex
Solution
DISCOVERING PROBLEMS
• False/Missed Alarms
• Threshold-based
• Adaptive Fault Detection
• Zero-config, no-threshold, real-time, efficient
DIAGNOSIS
• Low resolution charts
• Application Focus
• High res workload analysis
• Problem DNA
• Database Focus
TIME, COST & STAFF
• Long & expert troubleshooting
• Open source command-line
• Not scalable
• Faster humans
• SaaS, Modern GUI
• Cloud-ready and dynamic

23. The Future
of Data
Management
Gaps in Human Data
Management Capacity
Open Source
Solutions
New Vendors &
Disruptors
Decline of Legacy
Players That Don’t
Adjust License Models

24. VividCortex
Software-as-a-Service for Database
Performance Management

25. Credits
http://cdn.historycommons.org/images/events/a213_nsa_octopus_2050081722-17000.jpg
http://www.waratuman.com/resources/images/posts/2010-11-04-weather-station-map.png
https://www.gartner.com/doc/2398815
http://blog.infochimps.com/2011/10/28/where-does-the-weather-data-come-from-visualizations-ofworldwide-weather-stations/
http://www.forbes.com/sites/louiscolumbus/2013/02/19/gartner-predicts-infrastructure-services-willaccelerate-cloud-computing-growth/
http://www.fstsummitus.com/media/whitepapers/2013/a_total_-10gen.pdf
http://www.slideshare.net/blackducksoftware/the-2013-future-of-open-source-survey-results