Audi 2014 Annual Report Download - page 81

Mr. Mayer-Schönberger, how do you as
an expert on Big Data see the impact
of digitization on major corporations
such as Audi ?
MAYER-SCHÖNBERGER : The main
e ect of this rapid growth in data volumes
is that we have a comprehensive basis
for our decisions. In an increasingly
complex and volatile world, large organi-
zations such as Audi constantly need
to make decisions that have a long-term
impact. The more they build relevant
information into their decision-making
processes, the greater the quality of
the decisions that a company makes.
That is a key to success.
STROTBEK : Digitization is the mega-
trend of the st century – Big Data is the
buzzword on everyone’s lips. For us, as a
car manufacturer, it mainly means we can
analyze the information we already have
even faster and put it to even better use.
Information and data are relevant for
every stage of the value chain. But the
knowledge that we generate from it is
more important still. For adapting our
products to customer requirements, for
example. In other words, for us data
connectivity is not an end in itself – it is
above all a means to an end : to attract
and delight customers. And the intelli-
gent use of data of course also improves
our e ciency and therefore our com-
petitiveness.
People often refer to data and infor-
mation as the oil of the st century.
Mr. Mayer-Schönberger, what do you
think ?
MAYER-SCHÖNBERGER : Yes, I think
that’s quite accurate. But obviously any
owner of oil reserves can only profi t
from them if they tap the oil source.
It’s the same with data.
Digitization is the
megatrend of
the 21st century.
PHOTOS : Katrin Ebner