SAP India has announced a partnership with Mapmyindia, to enhance the ability of their SAP Data Quality Solution, using MapmyIndia’s India Address Directory in order to help enterprises verify precision of data, profile, cleanse and standardize it, enabling enterprise customers to manage customer records effectively claiming to have a direct impact on business operations and profit improvements.

For years, companies have been making business decisions based on highly structured transactional data. Going beyond that critical data, however, is a potential treasure trove of less structured data: weblogs, social media, email, sensors, photographs and now location that can be mined for useful information. The challenges to processing this Big Data include capture, curation, storage, search, sharing, analysis, and visualization. The challenge gets magnified in India where names and addresses are diverse and non-standardized.

India’s National Association of Software and Services Companies (NASSCOM)) forecasts that the Big Data business in India will be worth as much as $1.2 billion within three years, a six-fold increase from current levels.

MapmyIndia’s address directory claims to cover 1 crore addresses across over 4,000 cities and 6 lakh villages, hence providing a match to almost all Indian addresses.

“Industries like Retail, Manufacturing, Utilities and Financial Services, which thrive on address data, are constantly seeking standardized and managed customer records.” said, Maneesh Sharma, Head – Database & Technology, SAP India. He said that the SAP Data Quality Solution which now includes pan-India address coverage provided by MapmyIndia, will enable enterprises across sectors to boost operational performance, cut costs and drive business growth.

MapmyIndia says that it updates the address directory, every six months.

What does it mean? As companies slowly move out of the urban environments, into rural environments where multiple states fall under one administrative region, there are huge vital markets which have to be understood, across hundreds of kilometres and cultures.

Who else is doing what? TomTom has announced “two updates to its Geospatial for the Oracle Database 12c data solution. This similarly includes their Address Points, which they claim, deliver the highest level in geocoding accuracy along with their 2D City Maps.

What does it fit in with? Companies like Hindustan Unilever and P&G are spending large amounts of money, to ensure that sales force staff across the country, are recording data in real time, regarding inventory and sales figures, using Android and Windows Mobile based phones running enterprise wide software. As this data gets richer and more refined, key executives will be able to minutely define flaws in sales and execution strategies, ensuring increased revenue and lower costs.

*Disclosure: The author,Miguel Werner Egipsy Souza has previously worked with MapmyIndia as regional manager for Goa.