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Data-as-a-service (DaaS) is a market that in 2014 Ovum suggested was coming to the mainstream. This research note follows up on that expectation, finding that DaaS is moving out of its early stages and into a phase of greater acceptance and growth.


  • In 2014, Ovum defined the DaaS market as “the sourcing, management, and provision of data delivered in an immediately consumable format to organizations’ business users as a service,” adding: “In theory, DaaS could be used to provision any data type. However, we did not expect this to be the case with early DaaS solutions, and we expect the market will likely focus on well-defined business functions.”

Features and Benefits

  • Evaluates the ongoing evolution of the DaaS market.
  • Considers the balance between commercial gain from data and the need to protect individuals and their data.

Key questions answered

  • What can be considered the ethical treatment of data?
  • How can enterprises approach their capture and use of data so as to engender trust?

Table of contents

Ovum view

  • Summary
  • Some say data is the new oil, but oil doesn’t know where you live
  • Europe: the digital divide is really talking about the Atlantic
  • Like analytics, data needs to be readily available in the application of users’ choice
  • Vendors of DaaS span a range of types


  • Further reading
  • Author

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