1. www.etailingindiaexpo.com
BIG
DATA

2. Ashish Jhalani
Founder & CEO
eTailing India
Email: ashish@etailingindia.com
Phone: +91- 99870 78084
Report on Big Data - Current State and Impact
The Indian eCommerce industry is projected to witness double digit growth rate
over the next five years. There is a lot of excitement for the future growth but
hand in hand a lot of skepticism revolves around the current lag in growth due to
a bleak economic climate but more so from the “Winner Take All” business
model. As the “Winner Take All” models are abandoned and ventures
restructured to build sustainable enterprises, the need for knowledge and best
practices becomes even more essential.
In our series of white paper we will attempt to “decode” the eCommerce
landscape in India. In this white paper we have attempted to create an
introduction to the current Indian big data market. We have looked at factors
driving the market growth as well as restraining the growth. We have also
touched upon on the key strategies adopted by the players to sustain in the
market.
We believe our series of white paper will provide an in-depth look into the
eCommerce industry and its inner workings. We believe you will find each white
paper very insightful. We welcome any feedback and insights that may help us
develop this white paper to be more true and relevant to the ecosystem. We are
excited to be the part of an ecosystem that has such energy and excitement for
what is to come.
Foreword

3. Page 4
Key Strategies by companies
Page 4
Conclusion
Page 1
Introduction
Page 1
Steps Involved
Page 2
Market Size
Page 2
Drivers
Page 2
Restraints
Page 3
Company Share
Page 3
Key Strategies by companies
Page 7
About the Authors
Page 8
Disclaimer
Report on Big Data - Current State and Impact
Table of Content

4. Introduction
Steps Involved :
Big data consist of three Vs which include Volume, Velocity, and Variety information
assets that demand cost effectives, innovative forms of information processing for
enhanced decision making and insights. Big data is often associated with cloud
computing due to the analysis of large sets of data; in real time it requires a platform
such as hadoop to store large data to combine, coordinate, and process data from
various sources through a distributed cluster and MapReduce.
Big data analytics is still in its infancy
stage, in India. Big data mostly involves
three steps such as storing data with
master data management and
frameworks such as Google Inc.'s
BigQuery and apache hadoop. Next
comes the processing of data with tools
such as statistical tools, customer
relationship management and business
intelligence. Final step comprises the
company having to use or apply the
insights culled from the data in their
particular sectors.
Report on Big Data - Current State and Impact
Big Data - Current State; What impact
Big Data and Analytics will have
on the growth of Retail
& eCommerce in India
Page 01

5. Drivers :
Market Size :
Restraints :
The market for big data in India is projected to grow at a double digit growth rate
over the next five years. In terms of revenue, market for big data in India has crossed
more than USD 7.5 billion in 2012. In India only multinational companies are using
data analytics to improve their customer experience and increase revenue whereas
other companies are simply learning to store big data in data warehouses. Online
travel agencies and eCommerce companies use big data to analyze the usage and
sales patterns with the help of predictive analytics.
Some of the key factors restraining the growth of the market is companies are
unable to understand what data should be collected and how to integrate it.
Furthermore, companies are unable to analyze accurately the implementation of
the right solutions and interpret the data, and to react timely in a manner to the
insights as they arise. Concern over security and data privacy is another factor acting
as a barrier towards the growth of the market.
However, it provides huge opportunity for vendors in areas of supply chain
optimization, sustainability management, innovation and marketing, and smart
infrastructure.
Big data is estimated to be the next big thing for the eCommerce companies. It will
provide deeper insights about customer's buying behavior and trends in the
industry. It enables the company to make more accurate decisions for every aspect
of the business starting from advertising, marketing, operations, merchandising
Report on Big Data - Current State and Impact
Big Data - Current State; What impact
Big Data and Analytics will have
on the growth of Retail
& eCommerce in India
Page 02

6. Key Strategies By Companies :
Company Share :
IBM is the market leader in big data followed by HP and Dell. The worldwide big data
revenue generated by IBM in 2013 was USD 1368 million and USD 869 million and
USD 652 million for HP and Dell respectively. Some of the other major players are
Oracle, SAP, and Accenture etc.
According to the president of Yatra.com, his firm is leveraging a permutation of
third-party technologies and in-house technologies to develop a more
consolidated and holistic view of customers and offer more personalized
experiences to customers. He also adds that the key to generate returns from the
investment made on Big Data lies in putting customers' needs first and building
solutions that address them.
Since 2013, HomeShop18 has been using Hadoop a software which can process
huge amount of data. The company uses hadoop for analytics and insights and to
provide relevant recommendation to the customers. After the deployment of
hadoop the conversion rate for the company has gone up by 30% to 40%.
Furthermore the average time spend by a customer on the website is up to 5 to 6
minutes from 2 to 3 minutes.
Jabong from 2013 is using analytics for marketing but it can be used to drive
operations in finance and operational analytics too. The company is partly using a
system which interacts with hadoop but to incorporate big data for the entire
operations it will take another year and a half according to the company co-founder
and managing director.
Report on Big Data - Current State and Impact
Big Data - Current State; What impact
Big Data and Analytics will have
on the growth of Retail
& eCommerce in India
Page 03

7. Snapdeal which is one of the first movers in this market uses hadoop for
recommendation and personalization to make product search easier for their
customers. According to the company about 30% to 35% of its order come from the
personalization and recommendations and in which conversion rate is 20% to 30%
higher when compare to normal orders.
Wipro in 2014 has increased its stakes from 6.5% to 12.5% in the US based big data
and analytics company name Opera Solutions. The company has invested
additional USD 8.2 million in Opera solutions. In 2013, Wipro had invested USD 30
million in Opera solutions.
Conclusion :
Indian eCommerce companies are trying to incorporate the entire cycle right from
the beginning when the customers navigate the site till the final purchase. Not only
eCommerce companies such as Amazon, Snapdeal and eBay are looking to
embrace big data market but also small players are investing on the same. Many
eCommerce firms are expected to deploy big data over the coming couple of years
due to the rising competition and realizing that they need to know a customer
better. The market potential is exponentially huge for the vendors of big data
analytics services. Growing demand of big data analytics has also provided a huge
market opportunity for the IT sector. In the future the success of the market depends
upon the availability of highly skilled talent pool.
Report on Big Data - Current State and Impact
Big Data - Current State; What impact
Big Data and Analytics will have
on the growth of Retail
& eCommerce in India
Page 04

8. eTailing India
eTailing India's vision to Become India's Leading Knowledge Repository for the Indian eCommerce
Industry .
eTailing India's vision with the venture is three parts - Media, Events & Research.
All three arms will solely concentrate in eCommerce. Media arm will be working towards building an
online collaborative community (http://www.etailingindia.com) and a print publication (eTailing India -
Monthly Publication). The events arm will focus on holding industry related conferences, workshops
and webinars.
The research arm will aim to publish white papers, research reports and case studies that are relevant to
the industry. Combined we plan to achieve what our slogan says “Voice of Indian eCommerce”.
Siddharth Gaur
Partner & Director
eTailing India
Email: sid@etailingindia.com
Phone: +91-86928 44460
Sonal Sapra
Senior Research Analyst
eTailing India
Email: research@etailingindia.com
Phone: 1800-102-9086
Report on Big Data - Current State and Impact
About the Authors
Page 05

9. • This information package is distributed by eTailing India on a strictly private and confidential and on ‘need to
know’ basis exclusively to the intended recipient. This information package and the information and projections
contained herein may not be disclosed, reproduced or used in whole or in part for any purpose or furnished to any
other person(s). The person(s) who is/are in possession of this information package or may come in possession at a
later day hereby undertake(s) to observe the restrictions contained herein.
• The information contained herein is of a general nature and is not intended to address the facts and figures of
any particular individual or entity. The content provided here treats the subjects covered here in condensed form. It
is intended to provide a general guide to the subject matter and should not be relied on as a basis for business
decisions . No one should act upon such information without taking appropriate additional professional advise
and/or thorough examination of the particular situation. This information package is distributed by eTailing India
upon the express understanding that no information herein contained has been independently verified. Further, no
representation or warranty (expressed or implied) is made nor is any responsibility of any kind accepted with
respect to the completeness or accuracy of any information as maybe contained herein. Also, no representation or
warranty (expressed or implied) is made that such information remains unchanged in any respect as of any date or
dates after those stated here in with respect to any matter concerning any statement made in this Information
package.eTailing India and its directors , employees, agents and consultants shall have no liability (including
liability to any person by reason of negligence or negligent misstatement) for any statements, opinions,
information or matters (expressed or implied) arising out of, contained in or derived from, or of any omissions from
the information package and any liability whatsoever for any direct, indirect, consequential or other loss arising
from any use of this information package and/or further communication in relation to this information package.
• All recipients of the information package should make their own independent evaluations and should conduct
their own investigation and analysis and should check the accuracy, reliability and completeness of the information
and obtain independent and specified advise from appropriate professional adviser, as they deem necessary.
Report on Big Data - Current State and Impact
Disclaimer
Page 06

10. Toll Free No: 1800-102-9086, Email : info@etailingindia.com, Web : www.etailingindiaexpo.com
C- 602/A, Mangalya, Off Marol Maroshi Road,Andheri - East, Mumbai- 400059
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