Written by GoodData Author |
The last mile is a common term in the telecommunications world. The last mile is defined by Wikipedia as “The last mile or last kilometer is a widely-accepted phrase used in the telecommunications, cable television and internet industries to refer to the final leg of the telecommunications networks delivery components and mechanisms to retail end-users / customers.” In other words, these organizations spend a large amount on infrastructure but can only unlock value by delivering a service to their end customers. Often the last mile is the hardest problem from a logistics, distribution and quality of service perspective. It also represents a disproportionate percentage of the value end customers are willing to pay for.
In the last few years, this concept has extended beyond the internet and TV industries to problems in other fields. In fact, some of the exciting companies today solve for the last mile in one way or another. This is true of many emerging sectors as well. Here are some examples:
- Netflix has disrupted the traditional cable ecosystem by providing over-the-top (OTT) content that directly skips the need to have a cable line from the hub to the homes.
- Uber and Lyft are last mile services that are not focused on the traditional travel problem of getting you from one city to another, but essentially getting you from the airport to home and within a small radius.
- Instacart is disrupting the distribution of goods from retail stores to within a few miles and minutes to consumers’ homes.
- Caviar and ZeroCater are delivering food from the best local restaurants to your home and office.
- Amazon drones will soon provide real-time delivery of goods from warehouses to your doorstep.
Data and analytics is also at the early stages unlocking the value with the last mile. For the last 20 years--and more aggressively in the last five years enterprises have spent billions of dollars creating the right data infrastructure by leveraging different technologies such as enterprise data warehouses, data lakes, operational intelligence, event logging systems, open source technologies and tons of hardware. They’ve spent years trying to figure out what data to collect, and how to store it, clean it, and use it internally in order to better run their businesses.
However, the true value of this data is only going to be unlocked when they solve the last mile problem--that is, distribute insights on the data in that infrastructure to the people who need it most. Depending on the organization and industry, this can vary from customers, to vendors, to suppliers, to merchandisers. By unlocking the value in data, organizations can not only create stronger relationships with their ecosystem but they can also differentiate from key competitors and create new revenue streams in stabilizing markets. Enterprises typically trail consumer technology by five to ten years and it’s time for organizations to start unlocking the value of their data with the last mile!
Learn how GoodData can help you unlock the value by distributing data at scale to your ecosystem through data products.
Written by GoodData Author |