Big Data vendor market perception positive in 2012: Ovum

Amidst suggestions the subject was over-hyped

Sentiment surrounding Big Data vendors remained positive last year, despite sceptics’ suggestions that the subject was over-hyped, according to independent research firm, Ovum.

In a new research note, Big Data: what’s hot, what’s not according to the Twitter stream (Jan 12), Ovum presented the findings from its analysis of data which ranked Twitter mentions and sentiment of vendors (and open source organisations) associated with the Big Data market in 2012.

“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,” Ovum principal analyst, Tony Baer, said.

“What’s also interesting is the degree to which Big Data became a business, not just a technology story in 2012.”

According to Ovum, while positive mentions of Big Data vendors outnumbered negative mentions by 3:1, negative sentiment spiked in November, due to headlines over HP’s troubled acquisition of Autonomy.

The study also found the Twitter data provided a glimpse into vendor brand recognition with Big Data, showing an 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,” Baer said.

“The data showed that while some players successfully scored high recognition in Twitter mentions, other enterprise players need to better focus their message to get Big Data recognition.”

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