| Summary: | Big data is rapidly becoming a major driver for firms seeking to gain a competitive advantage. With an abundance of data, organizations are trying to leverage big data analytics to integrate data as part of the decision making. Nonetheless, despite the potential, the conditions under which big data investment can potentially create business value remains largely unexplored. Only a small percentage of companies have been able to capture the full potential of their big data investments. Research has shown that 85% of the big data project failed and abandoned mid-way of their implementation. Prasarana, the largest public transport operator in Malaysia is seemingly following the same trend, having generated a lot of data and yet has not been able to maximize the use of those data. This paper reports this gap and proposes factors that are critical for the success of development and implementation of big data. Application of big data in public transportation will be explored in order to identify the state of big data adoption as well and the challenges faced by organization during their big data development and implementation.
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