Enterprises with data and information that are presently managed within an enterprise data warehouse (EDW) will leverage data integration technologies, such as those offered by large established vendors like Informatica, newly recognized vendors like Hadapt or emerging start-ups like Splice Machine, with whom I spoke this morning, and begin a migration towards Big Data, or Big-Data-like techniques to gain insight, and ultimately business value and innovation from data and information.

FORBES: Dear Gartner: You're Wrong!

Partnering with some of the best emerging tech start-ups to pilot their ideas with our brands allows us not only to develop cutting-edge brand activations, it also provides PepsiCo with access to some of the brightest minds in digital.

FORBES: PepsiCo10 Europe: Tapping the Next Wave of Digital Talent

Douglas Leone of Sequoia Capital, a big venture-capital firm, reckons that in emerging markets like China around 50% of start-ups backed by foreign venture capitalists in the internet and mobile sectors are copycats, and in markets like Brazil it is closer to 70%.

ECONOMIST: Making money by bringing old ideas to new markets