The South African public sector is seeing the value in the analysis of Big Data. With enhanced service delivery in mind, there has never been a better time for it to invest in suitable IT infrastructure, writes GARY DE MENEZES, NetApp Country Manager for Southern Africa.
Now that the dust around the local elections has settled, the spotlight will be on the various municipalities to prove that they are worthy of the public’s votes. Enhanced service delivery will no doubt be top-of-mind for all South Africans. One of the key approaches that government can adopt to meet their campaign promises is by making the most of the significant volume of data that they have.
There’s no doubt that the amount of data at our disposal is increasing every year. IT departments, including those of the public sector, have to be equipped to handle this volume. While smart cities present a huge opportunity to enhance metropolises, and provide considerable information about their inhabitants, the data they create needs to be properly managed and IT infrastructure must be robust.
This infrastructure needs to be able to integrate existing enterprise storage silos so that all data within the organisation can be processed. In addition, many companies use different storage tiers, such as disk and Flash, and use resources from the cloud. Here, integration is key to make sure all of the different platforms are optimised and working together. Cloud technologies enable the public sector to be citizen-centric, as they lend themselves to customisation, agility and effectiveness. In addition, the cloud enables new services and flexible scaling.
Many municipalities also collect a lot of private data on behalf of their constituents. Certain levels of domestic and international data storage and compliance standards therefore need to be adhered to, as the public sector can become a popular target due to the nature of the data it has. Losing this information would have a severe impact, losing trust and misusing tax money.
There are various levels of risk pertaining to different types of data, which will influence the IT infrastructure solution that public sector organisations should choose with regards to on-premises versus cloud. In any case, as a prudent IT strategist, each CIO requires airtight security and complete control over data, at all times. Organisations are searching for the right blend of availability, security, and efficiency. The answer lies in achieving the perfect balance of on-premises, private cloud, and public services to match IT and business requirements.
One of the suitable solutions for implementing a multi-cloud infrastructure for big data is NetApp’s Data Fabric concept. Organisations can use cloud resources from different vendors, while retaining full control over their data. The use of cloud resources puts IT departments in a position to integrate the most powerful data analysis engines without investing big money in a new on-premises IT infrastructure.
The technologies from NetApp support enterprise-wide data management and create a link between on-premises systems and resources from the public cloud. As a result, organisations achieve high flexibility in the use of their IT resources and can move data and workloads across all resources. This creates the basis for the efficient infrastructure that is necessary for big data projects that build the foundation for open data initiatives and enable smarter cities.
If a suitable IT infrastructure can be implemented to cope with the huge influx of data from smart cities, then it will have the ability to transform the way South Africa’s public sector organisations operate and what they are capable of doing in future.
Millennials turning 40: NOW will you stop targeting them?
It’s one of the most overused terms in youth marketing, and probably the most inaccurate, writes ARTHUR GOLDSTUCK
One of the most irritating buzzwords embraced by marketers in recent years is the term “millennial”. Most are clueless about its true meaning, and use it as a supposedly cool synonym for “young adults”. The flaw in this targeting – and the word “flaw” here is like calling the Grand Canyon a trench – is that it utterly ignores the meaning of the term. “Millennials” are formally defined as anyone born from 1980 to 2000, meaning they have typically come of age after the dawn of the millennium, or during the 21st century.
Think about that for a moment. Next year, the millennial will be formally defined as anyone aged from 20 to 40. So here you have an entire advertising, marketing and public relations industry hanging onto a cool definition, while in effect arguing that 40-year-olds are youths who want the same thing as newly-minted university graduates or job entrants.
When the communications industry discovers just how embarrassing its glib use of the term really is, it will no doubt pivot – millennial-speak for “changing your business model when it proves to be a disaster, but you still appear to be cool” – to the next big thing in generational theory.
That next big thing is currently Generation Z, or people born after the turn of the century. It’s very convenient to lump them all together and claim they have a different set of values and expectations to those who went before. Allegedly, they are engaged in a quest for experience, compared to millennials – the 19-year-olds and 39-olds alike – supposedly all on a quest for relevance.
In reality, all are part of Generation #, latching onto the latest hashtag trend that sweeps social media, desperate to go viral if they are producers of social content, desperate to have caught onto the trend before their peers.
The irony is that marketers’ quest for cutting edge target markets is, in reality, a hangover from the days when there was no such thing as generational theory, and marketing was all about clearly defined target markets. In the era of big data and mass personalization, that idea seems rather quaint.
Indeed, according to Grant Lapping, managing director of DataCore Media, it no longer matters who brands think their target market is.
“The reason for this is simple: with the technology and data digital marketers have access to today, we no longer need to limit our potential target audience to a set of personas or segments derived through customer research. While this type of customer segmentation was – and remains – important for engagements across traditional above-the-line engagements in mass media, digital marketing gives us the tools we need to target customers on a far more granular and personalised level.
“Where customer research gives us an indication of who the audience is, data can tell us exactly what they want and how they may behave.”
Netflix, he points out, is an example of a company that is changing its industry by avoiding audience segmentation, once the holy grail of entertainment.
In other words, it understands that 20-year-olds and 40-year-olds are very different – but so is everyone in between.
* Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter and Instagram on @art2gee
Robots coming to IFA
Robotics is no longer about mechanical humanoids, but rather becoming an interface between man and machine. That is a key message being delivered at next month’s IFA consumer electronics expo in Berlin. An entire hall will be devoted to IFA Next, which will not only offer a look into the future, but also show what form it will take.
The concepts are as varied as the exhibitors themselves. However, there are similarities in the various products, some more human than others, in the fascinating ways in which they establish a link between fun, learning and programming. In many cases, they are aimed at children and young people.
The following will be among the exhibitors making Hall 26 a must-visit:
Leju Robotics (Stand 115) from China is featuring what we all imagine a robot to be. The bipedal Aelos 1s can walk, dance and play football. And in carrying out all these actions it responds to spoken commands. But it also challenges young researchers to apply their creativity in programming it and teaching it new actions. And conversely, it also imparts scholastic knowledge.
Cubroid (Stand 231, KIRIA) from Korea starts off by promoting an independent approach to the way it deals with tasks. Multi-functional cubes, glowing as they play music, or equipped with a tiny rotating motor, join together like Lego pieces. Configuration and programming are thus combined, providing a basic idea of what constitutes artificial intelligence.
Spain is represented by Ebotics (Stand 218). This company is presenting an entire portfolio of building components, including the “Mint” educational program. The modular system explains about modern construction, programming and the entire field of robotics.
Elematec Corporation (Stand 208) from Japan is presenting the two-armed SCARA, which is not intended to deal with any tasks, but in particular to assist people with their work.
Everybot (Stand 231, KIRIA) from Japan approaches the concept of robotics by introducing an autonomous floor-cleaning machine, similar to a robot vacuum cleaner.
And Segway (Stand 222) is using a number of products to explain the modern approach to battery-powered locomotion.
IFA will take place at the Berlin Exhibition Grounds (ExpoCenter City) from 6 to 11 September 2019. For more information, visit www.ifa-berlin.com