Big data invites attention along with software such as Apache Hadoop. This software makes it possible to handle and analyse vast volumes of all kinds of data. This technology emerged from pure internet companies such as Google and Yahoo!, but it is increasingly used by mainstream companies. Hadoop handles vast volumes of data. Apache Spark promises speed. For many applications real-time processing is called for. The sensor data streaming from machines is to be analysed. At the same time sales transactions in the markets are to be analysed.

Spark was developed in University of California as a cloud service. It enables us to get quick insights from data to save times and costs. That further enables us to ferret out opportunities in the areas of sales and product development.

IBM is known for endorsement effect. It endorsed PCs and Linux. It now endorses an open-source project for real-time data analysis called Apache Spark. It will put its developers and researchers to work on Spark-related projects. It will embed Spark in IBM’s data analysis and commerce software. It will promote Spark-based innovations. This alignment amounts to IBM investing in its own future.