SDN Journal Authors: Liz McMillan, Stefan Bernbo, Michel Courtoy, Amitabh Sinha, Mike Wood

Related Topics: @BigDataExpo, Microservices Expo, Open Source Cloud, Containers Expo Blog, Agile Computing, @CloudExpo, SDN Journal

@BigDataExpo: Article

Strategies for Big Data, Cloud, and Mobile

The Open Group panel explores how the Big Data era now challenges the IT status quo

We recently assembled a panel of experts to explore how big data changes the status quo for architecting the enterprise. The bottom line from the discussion is that large enterprises should not just wade into big data as an isolated function, but should anticipate the strategic effects and impacts of big data -- as well the simultaneous complicating factors of cloud computing and mobile -- as soon as possible.

The panel consisted of Robert Weisman, CEO and Chief Enterprise Architect at Build The Vision; Andras Szakal, Vice President and CTO of IBM's Federal Division; Jim Hietala, Vice President for Security at The Open Group, and Chris Gerty, Deputy Program Manager at the Open Innovation Program at NASA. I served as the moderator.

And this special BriefingsDirect thought leadership interview series comes to you in conjunction with The Open Group Conference recently held in Newport Beach, California. The conference focused on "big data -- he transformation we need to embrace today." [Disclosure: The Open Group is a sponsor of this and other BriefingsDirect podcasts.]

Threaded factors

An interesting thread for me throughout the conference was to factor where big data begins and plain old data, if you will, ends. Of course, it's going to vary quite a bit from organization to organization.

But Gerty from NASA, part of our panel, provided a good example: It’s when you run out of gas with your old data methods, and your ability to deal with the data -- and it's not just the size of the data itself.

Therefore, big data means do things differently -- not just to manage the velocity and the volume and the variety of the data, but to really think about data fundamentally and differently. And, we need to think about security, risk and governance. If it's a "boundaryless organization" when it comes your data, either as a product or service or a resource, that control and management of which data should be exposed, which should be opened, and which should be very closely guarded all need to be factored, determined and implemented.

Here are some excerpts from the on-stage discussion:

Dana Gardner: You mentioned that big data to you is not a factor of the size, because NASA's dealing with so much. It’s when you run out of steam, as it were, with the methodologies. Maybe you could explain more. When do you know that you've actually run out of steam with the methodologies?

Gerty: When we collect data, we have some sort of goal in minds of what we might get out of it. When we put the pieces from the data together, it either maybe doesn't fit as well as you thought or you are successful and you continue to do the same thing, gathering archives of information.


At that point, where you realize there might even something else that you want to do with the data, different than what you planned originally, that’s when we have to pivot a little bit and say, "Now I need to treat this as a living archive. It's a 'it may live beyond me' type of thing." At that point, I think you treat it as setting up the infrastructure for being used later, whether it’d be by you or someone else. That's an important transition to make and might be what one could define as big data.

Gardner: Andras, does that square with where you are in your government interactions -- that data now becomes a different type of resource, and that you need to know when to do things differently?

Szakal: The importance of data hasn’t changed. The data itself, the veracity of the data, is still important. Transactional data will always need to exist. The difference is that you have certainly the three or four Vs, depending on how you look at it, but the importance of data is in its veracity, and your ability to understand or to be able to use that data before the data's shelf life runs out.


Some data has a shelf life that's long lived. Other data has very little shelf life, and you would use different approaches to being able to utilize that information. It's ultimately not about the data itself, but it’s about gaining deep insight into that data. So it’s not storing data or manipulating data, but applying those analytical capabilities to data.

Gardner: Bob, we've seen the price points on storage go down so dramatically. We've seem people just decide to hold on to data that they wouldn’t have before, simply because they can and they can afford to do so. That means we need to try to extract value and use that data. From the perspective of an enterprise architect, how are things different now, vis-à-vis this much larger set of data and variety of data, when it comes to planning and executing as architects?

Weisman: One of the major issues is that normally organizations are holding two orders of magnitude more data then they need. It’s an huge overhead, both in terms of the applications architecture that has a code basis, larger than it should be, and also from the technology architecture that is supporting a horrendous number of servers and a whole bunch of technology stuff that they don't need.

The issue for the architect is to figure out as what data is useful, institute a governance process, so that you can have data lifecycle management, have a proper disposition,  focus the organization on information data and knowledge that is basically going to provide business value to the organization, and help them innovate and have a competitive advantage.


Can't afford it

And in terms of government, just improve service delivery, because there's waste right now on information infrastructure, and we can’t afford it anymore.

Gardner: So it's difficult to know what to keep and what not to keep. I've actually spoken to a few people lately who want to keep everything, just because they want to mine it, and they are willing to spend the money and effort to do that.

Jim Hietala, when people do get to this point of trying to decide what to keep, what not to keep, and how to architect properly for that, they also need to factor in security. It shouldn't become later in the process. It should come early. What are some of the precepts that you think are important in applying good security practices to big data?

Hietala: One of the big challenges is that many of the big-data platforms weren’t built from the get-go with security in mind. So some of the controls that you've had available in your relational databases, for instance, you move over to the big data platforms and the access control authorizations and mechanisms are not there today.


Planning the architecture, looking at bringing in third-party controls to give you the security mechanisms that you are used to in your older platforms, is something that organizations are going to have to do. It’s really an evolving and emerging thing at this point.

Gardner: There are a lot of unknown unknowns out there, as we discovered with our tweet chat last month. Some people think that the data is just data, and you apply the same security to it. Do you think that’s the case with big data? Is it just another follow-through of what you always did with data in the first place?

Hietala: I would say yes, at a conceptual level, but it's like what we saw with virtualization. When there was a mad rush to virtualize everything, many of those traditional security controls didn't translate directly into the virtualized world. The same thing is true with big data.

When you're talking about those volumes of data, applying encryption, applying various security controls, you have to think about how those things are going to scale? That may require new solutions from new technologies and that sort of thing.

Gardner: Chris Gerty, when it comes to that governance, security, and access control, are there any lessons that you've learned that you are aware of in terms of the best of openness, but also with the ability to manage the spigot?

Gerty: Spigot is probably a dangerous term to use, because it implies that all data is treated the same. The sooner that you can tag the data as either sensitive or not, mostly coming from the person or team that's developed or originated the data, the better.


Kicking the can

Once you have it on a hard drive, once you get crazy about storing everything, if you don't know where it came from, you're forced to put it into a secure environment. And that's just kicking the can down the road. It’s really a disservice to people who might use the data in a useful way to address their problems.

We constantly have satellites that are made for one purpose. They send all the data down. It’s controlled either for security or for intellectual property (IP), so someone can write a paper. Then, after the project doesn’t get funded or it just comes to a nice graceful close, there is that extra step, which is almost a responsibility of the originators, to make it useful to the rest of the world.

Gardner: Let’s look at big data through the lens of some other major trends right now. Let’s start with cloud. You mentioned that at NASA, you have your own private cloud that you're using a lot, of course, but you're also now dabbling in commercial and public clouds. Frankly, the price points that these cloud providers are offering for storage and data services are pretty compelling.


So we should expect more data to go to the cloud. Bob, from your perspective, as organizations and architects have to think about data in this hybrid cloud on-premises off-premises, moving back and forth, what do you think enterprise architects need to start thinking about in terms of managing that, planning for the right destination of data, based on the right mix of other requirements?

Weisman: It's a good question. As you said, the price point is compelling, but the security and privacy of the information is something else that has to be taken into account. Where is that information going to reside? You have to have very stringent service-level agreements (SLAs) and in certain cases, you might say it's a price point that’s compelling, but the risk analysis that I have done means that I'm going to have to set up my own private cloud.


Right now, everybody's saying is the public cloud is going to be the way to go. Vendors are going to have to be very sensitive to that and many are, at this point in time, addressing a lot of the needs of some of the large client basis. So it’s not one-size-fits-all and it’s more than just a price for service. Architecture can bring down the price pretty dramatically, even within an enterprise.

Gardner: Andras, how do the cloud and big data come together in a way that’s intriguing to you?

Szakal: Actually it’s a great question. We could take the rest of the 22 minutes talking on this one question. I helped lead the President’s Commission on big data that Steve Mills from IBM and -- I forget the name of the executive from SAP -- led. We intentionally tried to separate cloud from big data architecture, primarily because we don't believe that, in all cases, cloud is the answer to all things big data. You have to define the architecture that's appropriate for your business needs.

However, it also depends on where the data is born. Take many of the investments IBM has made into enterprise market management, for example, Coremetrics, several of these services that we now offer for helping customers understand deep insight into how their retail market or supply chain behaves.


Born in the cloud

All of that information is born in the cloud. But if you're talking about actually using cloud as infrastructure and moving around huge sums of data or constructing some of these solutions on your own, then some of the ideas that Bob conveyed are absolutely applicable.

I think it becomes prohibitive to do that and easier to stand up a hybrid environment for managing the amount of data. But I think that you have to think about whether your data is real-time data, whether it's data that you could apply some of these new technologies like Hadoop to, Hadoop MapReduce-type solutions, or whether it's traditional data warehousing.

Data warehouses are going to continue to exist and they're going to continue to evolve technologically. You're always going to use a subset of data in those data warehouses, and it's going to be an applicable technology for many years to come.

Gardner: So suffice it to say, an enterprise architect who is well versed in both cloud infrastructure requirements, technologies, and methods, as well as big data, will probably be in quite high demand. That specialization in one or the other isn’t as valuable as being able to cross-pollinate between them.

Szakal: Absolutely. It's enabling our architects and finding deep individuals who have this unique set of skills, analytics, mathematics, and business. Those individuals are going to be the future architects of the IT world, because analytics and big data are going to be integrated into everything that we do and become part of the business processing.

Gardner: Well, that’s a great segue to the next topic that I am interested in, and it's around mobility as a trend and also application development. The reason I lump them together is that I increasingly see developers being tasked with mobile first.

When you create a new app, you have to remember that this is going to run in the mobile tier and you want to make sure that the requirements, the UI, and the complexity of that app don’t go beyond the ability of the mobile app and the mobile user. This is interesting to me, because data now has a different relationship with apps.

We used to think of apps as creating data and then the data would be stored and it might be used or integrated. Now, we have applications that are simply there in order to present the data and we have the ability now to present it to those mobile devices in the mobile tier, which means it goes anywhere, everywhere all the time.

Let me start with you Jim, because it’s security and risk, but it's also just rethinking the way we use data in a mobile tier. If we can do it safely, and that’s a big IF, how important should it be for organizations to start thinking about making this data available to all of these devices and just pour out into that mobile tier as possible?


Hietala: In terms of enabling the business, it’s very important. There are a lot of benefits that accrue from accessing your data from whatever device you happen to be on. To me, it is that question of "if," because now there’s a whole lot of problems to be solved relative to the data floating around anywhere on Android, iOS, whatever the platform is, and the organization being able to lock down their data on those devices, forgetting about whether it’s the organization device or my device. There’s a set of issues around that that the security industry is just starting to get their arms around today.


Mobile ability

Gardner: Chris, any thoughts about this mobile ability that the data gets more valuable the more you can use it and apply it, and then the more you can apply it, the more data you generate that makes the data more valuable, and we start getting into that positive feedback loop?

Gerty: Absolutely. It's almost an appreciation of what more people could do and get to the problem. We're getting to the point where, if it's available on your desktop, you’re going to find a way to make it available on your device.

That same security questions probably need to be answered anyway, but making it mobile compatible is almost an acknowledgment that there will be someone who wants to use it. So let me go that extra step to make it compatible and see what I get from them. It's more of a cultural benefit that you get from making things compatible with mobile.

Gardner: Any thoughts about what developers should be thinking by trying to bring the fruits of big data through these analytics to more users rather than just the BI folks or those that are good at SQL queries? Does this change the game by actually making an application on a mobile device, simple, powerful but accessing this real time updated treasure trove of data?

Gerty: I always think of the astronaut on the moon. He's got a big, bulky glove and he might have a heads-up display in front of him, but he really needs to know exactly a certain piece of information at the right moment, dealing with bandwidth issues, dealing with the environment, foggy helmet wherever.

It's very analogous to what the day-to-day professional will use trying to find out that quick e-mail he needs to know or which meeting to go to -- which one is more important -- and it all comes down to putting your developer in the shoes of the user. So anytime you can get interaction between the two, that’s valuable.

Weisman: From an enterprise architecture point of view my background is mainly defense and government, but defense mobile computing has been around for decades. So you've always been dealing with that.

The main thing is that in many cases, if they're coming up with information, the whole presentation layer is turning into another architecture domain with information visualization and also with your security controls, with an integrated identity management capability.

It's like you were saying about astronaut getting it right. He doesn't need to know everything that’s happening in the world. He needs to know about his heads-up display, the stuff that's relevant to him.

So it's getting the right information to person in an authorized manner, in a way that he can visualize and make sense of that information, be it straight data, analytics, or whatever. The presentation layer, ergonomics, visual communication are going to become very important in the future for that. There are also a lot of problems. Rather than doing it at the application level, you're doing it entirely in one layer.


Governance and security

Gardner: So clearly the implications of data are cutting across how we think about security, how we think about UI, how we factor in mobility. What we now think about in terms of governance and security, we have to do differently than we did with older data models.

Jim Hietala, what about the impact on spurring people towards more virtualized desktop delivery, if you don't want to have the date on that end device, if you want solve some of the issues about control and governance, and if you want to be able to manage just how much data gets into that UI, not too much not too little.

Do you think that some of these concerns that we’re addressing will push people to look even harder, maybe more aggressive in how they go to desktop and application virtualization, as they say, keep it on the server, deliver out just the deltas?

Hietala: That’s an interesting point. I’ve run across a startup in the last month or two that is doing is that. The whole value proposition is to virtualize the environment. You get virtual gold images. You don't have to worry about what's actually happening on the physical device and you know when the devices connect. The security threat goes away. So we may see more of that as a solution to that.

Gardner: Andras, do you see that that some of the implications of big data, far fetched as it may be, are propelling people to cultivate their servers more and virtualize their apps, their data, and their desktop right up to the end devices?

Szakal: Yeah, I do. I see IBM providing solutions for virtual desktop, but I think it was really a security question you were asking. You're certainly going to see an additional number of virtualized desktop environments.

Ultimately, our network still is not stable enough or at a high enough bandwidth to really make that useful exercise for all but the most menial users in the enterprise. From a security point of view, there is a lot to be still solved.

And part of the challenge in the cloud environment that we see today is the proliferation of virtual machines (VMs) and the inability to actually contain the security controls within those machines and across these machines from an enterprise perspective. So we're going to see more solutions proliferate in this area and to try to solve some of the management issues, as well as the security issues, but we're a long ways away from that.

Gerty: Big data, by itself, isn't magical. It doesn't have the answers just by being big. If you need more, you need to pry deeper into it. That’s the example. They realized early enough that they were able to make something good.

Gardner: Jim Hietala, any thoughts about examples that illustrate where we’re going and why this is so important?

Hietala: Being a security guy, I tend to talk about scare stories, horror stories. One example from last year that struck me. One of the major retailers here in the U.S. hit the news for having predicted, through customer purchase behavior, when people were pregnant.

They could look and see, based upon buying 20 things, that if you're buying 15 of these and your purchase behavior has changed, they can tell that. The privacy implications to that are somewhat concerning.

An example was that this retailer was sending out coupons related to somebody being pregnant. The teenage girl, who was pregnant hadn't told her family yet. The father found it. There was alarm in the household and at the local retailer store, when the father went and confronted them.


Privacy implications

There are privacy implications from the use of big data. When you get powerful new technology in marketing people's hands, things sometimes go awry. So I'd throw that out just as a cautionary tale that there is that aspect to this. When you can see across people's buying transactions, things like that, there are privacy considerations that we’ll have to think about, and that we really need to think about as an industry and a society.


Watch the entire video here.


You may also be interested in:

More Stories By Dana Gardner

At Interarbor Solutions, we create the analysis and in-depth podcasts on enterprise software and cloud trends that help fuel the social media revolution. As a veteran IT analyst, Dana Gardner moderates discussions and interviews get to the meat of the hottest technology topics. We define and forecast the business productivity effects of enterprise infrastructure, SOA and cloud advances. Our social media vehicles become conversational platforms, powerfully distributed via the BriefingsDirect Network of online media partners like ZDNet and IT-Director.com. As founder and principal analyst at Interarbor Solutions, Dana Gardner created BriefingsDirect to give online readers and listeners in-depth and direct access to the brightest thought leaders on IT. Our twice-monthly BriefingsDirect Analyst Insights Edition podcasts examine the latest IT news with a panel of analysts and guests. Our sponsored discussions provide a unique, deep-dive focus on specific industry problems and the latest solutions. This podcast equivalent of an analyst briefing session -- made available as a podcast/transcript/blog to any interested viewer and search engine seeker -- breaks the mold on closed knowledge. These informational podcasts jump-start conversational evangelism, drive traffic to lead generation campaigns, and produce strong SEO returns. Interarbor Solutions provides fresh and creative thinking on IT, SOA, cloud and social media strategies based on the power of thoughtful content, made freely and easily available to proactive seekers of insights and information. As a result, marketers and branding professionals can communicate inexpensively with self-qualifiying readers/listeners in discreet market segments. BriefingsDirect podcasts hosted by Dana Gardner: Full turnkey planning, moderatiing, producing, hosting, and distribution via blogs and IT media partners of essential IT knowledge and understanding.

@CloudExpo Stories
yperConvergence came to market with the objective of being simple, flexible and to help drive down operating expenses. It reduced the footprint by bundling the compute/storage/network into one box. This brought a new set of challenges as the HyperConverged vendors are very focused on their own proprietary building blocks. If you want to scale in a certain way, let’s say you identified a need for more storage and want to add a device that is not sold by the HyperConverged vendor, forget about it....
With Cloud Foundry you can easily deploy and use apps utilizing websocket technology, but not everybody realizes that scaling them out is not that trivial. In his session at 21st Cloud Expo, Roman Swoszowski, CTO and VP, Cloud Foundry Services, at Grape Up, will show you an example of how to deal with this issue. He will demonstrate a cloud-native Spring Boot app running in Cloud Foundry and communicating with clients over websocket protocol that can be easily scaled horizontally and coordinate...
In his session at 20th Cloud Expo, Scott Davis, CTO of Embotics, discussed how automation can provide the dynamic management required to cost-effectively deliver microservices and container solutions at scale. He also discussed how flexible automation is the key to effectively bridging and seamlessly coordinating both IT and developer needs for component orchestration across disparate clouds – an increasingly important requirement at today’s multi-cloud enterprise.
Any startup has to have a clear go –to-market strategy from the beginning. Similarly, any data science project has to have a go to production strategy from its first days, so it could go beyond proof-of-concept. Machine learning and artificial intelligence in production would result in hundreds of training pipelines and machine learning models that are continuously revised by teams of data scientists and seamlessly connected with web applications for tenants and users.
Recently, WebRTC has a lot of eyes from market. The use cases of WebRTC are expanding - video chat, online education, online health care etc. Not only for human-to-human communication, but also IoT use cases such as machine to human use cases can be seen recently. One of the typical use-case is remote camera monitoring. With WebRTC, people can have interoperability and flexibility for deploying monitoring service. However, the benefit of WebRTC for IoT is not only its convenience and interopera...
Vulnerability management is vital for large companies that need to secure containers across thousands of hosts, but many struggle to understand how exposed they are when they discover a new high security vulnerability. In his session at 21st Cloud Expo, John Morello, CTO of Twistlock, will address this pressing concern by introducing the concept of the “Vulnerability Risk Tree API,” which brings all the data together in a simple REST endpoint, allowing companies to easily grasp the severity of t...
DevOps at Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to w...
IT organizations are moving to the cloud in hopes to approve efficiency, increase agility and save money. Migrating workloads might seem like a simple task, but what many businesses don’t realize is that application migration criteria differs across organizations, making it difficult for architects to arrive at an accurate TCO number. In his session at 21st Cloud Expo, Joe Kinsella, CTO of CloudHealth Technologies, will offer a systematic approach to understanding the TCO of a cloud application...
"With Digital Experience Monitoring what used to be a simple visit to a web page has exploded into app on phones, data from social media feeds, competitive benchmarking - these are all components that are only available because of some type of digital asset," explained Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Systems, in this SYS-CON.tv interview at DevOps Summit at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
SYS-CON Events announced today that Secure Channels, a cybersecurity firm, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Secure Channels, Inc. offers several products and solutions to its many clients, helping them protect critical data from being compromised and access to computer networks from the unauthorized. The company develops comprehensive data encryption security strategie...
For financial firms, the cloud is going to increasingly become a crucial part of dealing with customers over the next five years and beyond, particularly with the growing use and acceptance of virtual currencies. There are new data storage paradigms on the horizon that will deliver secure solutions for storing and moving sensitive financial data around the world without touching terrestrial networks. In his session at 20th Cloud Expo, Cliff Beek, President of Cloud Constellation Corporation, d...
Connecting to major cloud service providers is becoming central to doing business. But your cloud provider’s performance is only as good as your connectivity solution. Massive Networks will place you in the driver's seat by exposing how you can extend your LAN from any location to include any cloud platform through an advanced high-performance connection that is secure and dedicated to your business-critical data. In his session at 21st Cloud Expo, Paul Mako, CEO & CIO of Massive Networks, wil...
From 2013, NTT Communications has been providing cPaaS service, SkyWay. Its customer’s expectations for leveraging WebRTC technology are not only typical real-time communication use cases such as Web conference, remote education, but also IoT use cases such as remote camera monitoring, smart-glass, and robotic. Because of this, NTT Communications has numerous IoT business use-cases that its customers are developing on top of PaaS. WebRTC will lead IoT businesses to be more innovative and address...
Deep learning has been very successful in social sciences and specially areas where there is a lot of data. Trading is another field that can be viewed as social science with a lot of data. With the advent of Deep Learning and Big Data technologies for efficient computation, we are finally able to use the same methods in investment management as we would in face recognition or in making chat-bots. In his session at 20th Cloud Expo, Gaurav Chakravorty, co-founder and Head of Strategy Development ...
When shopping for a new data processing platform for IoT solutions, many development teams want to be able to test-drive options before making a choice. Yet when evaluating an IoT solution, it’s simply not feasible to do so at scale with physical devices. Building a sensor simulator is the next best choice; however, generating a realistic simulation at very high TPS with ease of configurability is a formidable challenge. When dealing with multiple application or transport protocols, you would be...
The goal of Continuous Testing is to shift testing left to find defects earlier and release software faster. This can be achieved by integrating a set of open source functional and performance testing tools in the early stages of your software delivery lifecycle. There is one process that binds all application delivery stages together into one well-orchestrated machine: Continuous Testing. Continuous Testing is the conveyer belt between the Software Factory and production stages. Artifacts are m...
As businesses adopt functionalities in cloud computing, it’s imperative that IT operations consistently ensure cloud systems work correctly – all of the time, and to their best capabilities. In his session at @BigDataExpo, Bernd Harzog, CEO and founder of OpsDataStore, presented an industry answer to the common question, “Are you running IT operations as efficiently and as cost effectively as you need to?” He then expounded on the industry issues he frequently came up against as an analyst, and ...
SYS-CON Events announced today that App2Cloud will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct. 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. App2Cloud is an online Platform, specializing in migrating legacy applications to any Cloud Providers (AWS, Azure, Google Cloud).
Cloud resources, although available in abundance, are inherently volatile. For transactional computing, like ERP and most enterprise software, this is a challenge as transactional integrity and data fidelity is paramount – making it a challenge to create cloud native applications while relying on RDBMS. In his session at 21st Cloud Expo, Claus Jepsen, Chief Architect and Head of Innovation Labs at Unit4, will explore that in order to create distributed and scalable solutions ensuring high availa...
Historically, some banking activities such as trading have been relying heavily on analytics and cutting edge algorithmic tools. The coming of age of powerful data analytics solutions combined with the development of intelligent algorithms have created new opportunities for financial institutions. In his session at 20th Cloud Expo, Sebastien Meunier, Head of Digital for North America at Chappuis Halder & Co., discussed how these tools can be leveraged to develop a lasting competitive advantage ...