Laying ground for China's big data transformation
How one entrepreneur got into database field and set himself up for role in Beijing's effort to turn booming metropolises into 'smart cities'
When the Obama administration announced its US$200 million Big Data Research and Development Initiative just over a year ago, it opened up myriad business possibilities for American businessmen. The "big data" idea centres on developing and enhancing of tools needed to access, organise and make new discoveries by combing through vast amounts of digital information. In China, Heilongjiang native Leon Liu Yang foresaw such possibilities years ago. He is already working hard towards capitalising on them. Liu, 34, talks about how his company, Lecast, is tapping into the promising data market while facilitating a national push to build so-called Smart Cities, essentially China's take on the big data dream.
We provide solutions for clients' marketing campaigns, work on membership management, and help companies implement their plans. For example: a high-end car brand wants to invite potential buyers for a test drive of a new model. We help them find interested people and reach out to them by sending an e-mail, invitation, and so on. These types of activities allow us to learn more about end-consumers. We attach labels - for example, "car owner", "wine fan", or "villa owner" - to basic database information, creating more than just a string of telephone numbers or e-mail addresses.
I migrated to Beijing in 2002 after graduating from Heilongjiang University. All I was thinking about at the time was how to make a living. My parents are farmers in Nehe, Qiqihar . People in my village were quite isolated, knowing little about the outside world. And there is no tradition of migration, unlike in coastal cities where villagers help each other branch out to try their luck. I was totally on my own.
I first worked for a company that sent promotional letters for new books, on behalf of publishers, to book stores around the nation. In order to save time and money, the company owner came up with the idea of e-mailing the letters instead. E-mail was not as widely used at the time. My boss's innovative idea surprised me and opened up a big world before me.
After that, I tried various types of jobs; it didn't matter how trivial. I took jobs at advertising companies - sending marketing materials, invitation letters and birthday cards to their clients. I buried myself in the work and did not bother to think about my future until 2007.