Cambridge Venture Project

Digital Preservation and Long Term Access Functionality

Group 12: Yunghan Au, Rizik Kandalaft, Ming Kuang, Savita Nair
Thursday, December 9, 2010

Disclaimer: This work has been undertaken as part of a student educational project and the material should be viewed in this
context. The work does not constitute professional advice and no warranties are made regarding the information presented. The
Authors, Cambridge Judge Business School and its Faculty do not accept any liability for the consequences of any action taken a
result of the work or any recommendations made or inferred.
Agenda

 Introduction
 Digital Preservation
 Open Planets Foundation

 Project Objectives
 Research Methodology

 Secondary Research
 Primary Research: Healthcare Industry

 Summary & Recommendations

?
Open Planets Foundation

 Independent, not-for-profit organization, derived from EU funded

Planets Project

 Commitment to an open-source framework

 Membership mainly Memory Organizations

 Migration & emulation services to actively prevent data format

obsolescence

 Promotion of digital preservation practices for homes and businesses

Project Objectives

 Investigate global demand for digital preservation

 Global market size > $1 Bn

 Identify a target industry in the corporate market

 Healthcare

 Primary research and analysis of Healthcare Industry

 92% interested in long-term data access
 80% estimate cost of data loss to be high

 Consultancy interest in OPF offerings

 Interested if established as an industry standard
Market Size (1 of 2)

Volume of Data
2011 Forecasted Data
Preservation Market Potential

Preservation Cost
$0.25 / GB3
 Volume of Data
Generation = 1,530 EB1,2
1,530 EB * 0.35 = 530 EB

 % Data Preservation
= 35%1

~ $10 Tn / year

1
Gantz, J.F. (2008) The Diverse and Exploding Digital Universe, IDC White Paper, March. Available at:
http://www.emc.com/collateral/analyst-reports/diverse-exploding-digital-universe.pdf (Accessed: 3 November 2010).
2
EB = 1,024 PB; PB = 1,024 TB; TB = 1,024 GB
3
Schofield, J. (2010) Google finally enters the online storage arena with a free 1GB. Available at:
http://www.guardian.co.uk/technology/blog/2010/jan/12/google-docs-storage-cloud-gdrive (Accessed: 8 December 2010).
Market Size (2 of 2)

Expected
Data Generation Market Size
In 2011
$1.62 Bn1
Third party
storage industry

Data
Preservation
* 60 - 70%2

Data Storage
Minimum
Market Size
in 2011
1
Market Size in 2010 ($1.45 Bn) * CAGR (11.7%)
Source: IDC. (2009) Worldwide Archiving Software 2009-2013 Forecast. ~ $1 Bn Preservation and
Available at: http://www.idc.com/getdoc.jsp?containerId=219114
Access
2
Phone conversation with Jing Wang, Strategic Business Manager, EMC
Research Methodology
Industry Specific Considerations

Financial Services
• Strict data retention regulations around transaction data

Healthcare
• Electronic patient records (EPRs), including family medical history

Aerospace & Defense

• Digital Earth observation data vital to future research; Product lifecycle vs.
deployment cycle

Oil and Gas

• 3D Seismic data monitored for on-time decision making

Manufacturing
• Product life cycle (5-20 years) vs. technology lifecycle (4-5 years)

Refer to Appendices 2-7 for detailed analyses of the industries mentioned in this slide.
Potential Drivers of Demand

Software
Spend

Cost of Data - Reverse engineer

Data Storage
Replacement - Recreate lost information

Digital
Preservation
- Fines
Industry Cost of Data - Reputation
Standards Loss - Rework / Lower
productivity
- Customer dissatisfaction
Regulations - Loss of irrecoverable data
Secondary Research Findings
Financial
Financial Aerospace
Aerospace Oil
Oil&&
Relative
RelativePoints
Points Healthcare
Healthcare Manufacturing
Manufacturing Weight
Weight
Services
Services &
&Defense
Defense Gas
Gas

Cost
Costof
ofdata
datareplacement
replacement 33 22 11 22 33 66
Cost
Costof
ofdata
dataloss
loss 33 55 55 44 22 55
Regulations
Regulations
Industry
Industrystandards
Data
standards
DataStorage
Storage//Archiving
Archiving
22
11
55
55
11
44
11
33
00
11
22
55
11
55
33
* 44
33
22
Software
Software Spending
Spending 55 11 00 00 44 11
Total
Total 19
19 18
18 10
10 14
14 18
18

Financial Aerospace Oil &

Weighted Relative Points Healthcare Manufacturing
Services & Defense Gas

Cost of data replacement 18 12 6 12 18

Cost of data loss 15 25 25 20 10
Regulations 8 20 4 4 4
Industry standards 3 3 9 6 15
Data storage 10 8 0 10 6
Software spend 5 1 0 0 4
Total 59 69 44 52 57
Regulations

Industry Regulation
Telecommunication Data Retention Directive 2 years
Energy Federal Energy Regulatory Commission 5 years
Indefinite
UK Dept of Health
Healthcare
HIPAA 6 years
Financial Services Authority
6 years
Bank Secrecy Act / AML
5 years
USA Patriot Act
5 years
Financial Services MiFID
5 years
NASD 2210, 2711, 3010, 3110
3 years
SEC 17a(3,4)
6 years
Basel II Accord
5 years
US listed companies Sarbanes-Oxley Act 7 years
Indefinite
US firms in litigation Federal Rules of Civil Procedure

0 5 10 15 20 25 30
Maximum Retention Period
US firms in litigation US listed cos. Telecom Energy Healthcare Financial Services
Healthcare Records

Retention (Years)
Electronic patient records (EPRs), X-ray reports,
Mammography scre ens, Diagnostic Image Data, Indefinite
Environmental monitoring re sults

Human fertilization re cords, Re search records 50

Human DNA, Blood bank register, Transplantation,

30
Genetic re cords, Oncology

Controlled drug documentation 26

Maternity, Children and young people, Clinica l

25
protocol (GP)

Scanned documents, Menta l health, Utrasound records,

20
Physiotherapy

Clinical trials, Drug trials, Research records, Standard

15
operating proce dure s

Source: Records Management, NHS Code of Practice, Part 2 (2 nd Edition). Available at: http://www.dh.gov.uk/ (Accessed: 7 December
2010)
Healthcare (1 of 2)

Surveyed (24)

6 – 10 years 21+ years

Archived 80%

Thousand Hundreds of Thousands Millions

s

6 – 10 years 21+ years

Long-term access 92%

80% estimated the cost of data loss at hundreds of

thousands or millions of pounds
Healthcare (2 of 2)
6 – 10 years 21+ years

Long-term access
(22)

Inability to access 73%

May integrate OPF’s

Present Harder sell, tied in to
technology with further current solutions
awareness

In- Third-Party
house
May use OPF’s tools May pay for a service if
quickly with further available
awareness Future
SWOT Analysis

Target Market
STRENGTHS WEAKNESSES Similar Differen
t
1. Non profit 1. Lack of brand
foundation recognition
2. Flexible service 2. No standardized
Similar
offering product
3. Alliance with 3. Reliance on non-
memory OPF personnel for
institutions service delivery Product
OPPORTUNITIES THREATS
1. First to market 1. Perceived Differen
2. Infant market instability of open-
t
3. High expected source technology
growth in demand 2. Cutbacks
3. Competitors
Consultant Talk

 Proprietary formats may not be open to conversion

 Open XML is not compatible with every data format
 Appealing to clients if established as an industry standard
 “How do I know this technology will meet the regulatory
requirement?”1
 Prerequisites to “buy”
 Technology stability
 Commercial viability

Phone conversation with Satish Babu, President and Co-founder, InApp

1

Source: See Appendix 13

Summary

 Global market size greater than $1 Bn

 Healthcare industry shows high potential

 High cost of data loss
 Regulatory requirements

 38% willing to pay for third-party solutions

 Consultancies reluctant to adopt OPF technologies without

established industry standards
Recommendations

 Create an industry standard for digital preservation of specific data formats

 IEEE Standards Association (http://standards.ieee.org/)
 Dr. Sorel Reisman, IEEE Computer Society President (2011)

 Establish alliance with organizations committed to digital preservation and

open source technology
 ESA-ESRIN
 InApp – Satish Babu, President and Co-founder, InApp
 Healthcare Information & Management Systems Society (HIMSS)

 Attend events organized by healthcare organizations and introduce the idea of

a pilot project
 HIMSS Conference – February 20-24, 2011 (Orlando, United States)
 NHS Innovations Council – Prof. Alan Barrell, Chairman NHS Innovation Council East of
England
A world leading school for business at the heart of Cambridge
Appendix 1: Data storage

 Worldwide archiving market size = $1.3 Bn1

 Industry expert opinion on global storage trends
 Yue Zhu – Senior Finance Manager, Honeywell China
 Jing Wang – Strategic Business Manager, EMC China

1
IDC. (2010) Worldwide Archiving Software 2009 Vendor Shares. Available at:
http://www.idc.com/research/viewdocsynopsis.jsp?containerId=223466&sectionId=null&elementId=null&pageType=SYNOPSIS
(Accessed: 7 December 2010)
Appendix 2: Financial Services

 Key consideration: Transaction records

 Large fines and penalties for lost customer information
 Regulations require record retention for only 3-6 years
 "Financial services industry accounts for just 6% of the
digital universe today and will fall to 3% by 2011."1

1
Gantz, J.F. (2008) The Diverse and Exploding Digital Universe, IDC White Paper, March. Available at:
http://www.emc.com/collateral/analyst-reports/diverse-exploding-digital-universe.pdf (Accessed: 3 November 2010).
Appendix 3: Healthcare

 69% healthcare organizations expect data volumes to grow1

 Picture archiving and communication systems (PACS)
 EPR files
 Scanned documents, primarily PDF

 UK Department of Health: “EPRs must not be destroyed, or deleted,

for the foreseeable future”2

 7/24/365 accessibility crucial

 Potential size of market is uncertain

 Lifetime of EPR expected to be 125 years3
1
Research Diagnoses the Underlying Causes of Healthcare Data Upsurge, www.bridgeheadsoftware.com
2
Records Management, NHS Code of Practice, Part 2 (2nd Edition). Available at: http://www.dh.gov.uk/ (Accessed: 7 December 2010)
3
Scott, R.E. (2007) ‘e-Records in health – Preserving our future’, International Journal of Medical Informatics, 76 (2007), pp. 427-431. ScienceDirect
[Online]. Available at: http://www.sciencedirect.com (Accessed: 4 November 2010).
Appendix 4: Aerospace

 Key consideration 1: Digital Earth observation data

 High cost of lost data for future generations
 Climate change effects on Earth’s topography
 No definition of retention time period
 Primarily dependent on government budgets
 Short term administrations unlikely to invest in long term
preservation
 Understands the need for digital preservation, struggles to
articulate value -> Alliance with OPF?
Appendix 5: Defense

 Key consideration 2: Deployment cycle

 A useful life of 10 years or more are expected from storage
systems
 “Some military mission flight recorders (black boxes) from
the late 1970s are still in service”1
 Data loss is not an option
 Irreplaceable data
 Highly sensitive applications

1
Howard, C.E. (2009) ‘Secure information storage: military and aerospace equipment designers have a wealth of online options
available to fill the ever-increasing need for secure data storage in the field’, Military and Aerospace Electronics, Volume 20,
Issue 12. Factiva [Online]. Available at: http://global.factiva.com (Accessed: 4 November 2010).
Appendix 6: Oil & Gas

 Key consideration: 3D Seismic data

 Sensors monitor activity at exploration point and
transfer information to headquarters to enable
effective decision making
 Chevron accumulates 2 TBs a day1
 Geological data set for an oil field = 200 TB1

1
Gantz, J.F. (2008) The Diverse and Exploding Digital Universe, IDC White Paper, March. Available at:
http://www.emc.com/collateral/analyst-reports/diverse-exploding-digital-universe.pdf (Accessed: 3 November 2010).
Appendix 7: Manufacturing(1 of 2)

 Key consideration: Product life cycle

 Long term use of product data is “hampered by the
ephemeral nature of CAD file formats and the applications
that work with them”
 Several applications used in different phases of the product
lifecycle
 Expected amount of data to be preserved* = 80 EB1

* For 10 years or more

1
Gantz, J.F. (2008) The Diverse and Exploding Digital Universe, IDC White Paper, March. Available at:
http://www.emc.com/collateral/analyst-reports/diverse-exploding-digital-universe.pdf (Accessed: 3 November 2010).
Appendix 7: Manufacturing(2 of 2)

 Key consideration: Product life cycle

Product
Design Production Field Support
Life Cycle
Up to 20 years

Technology
T T T T
Life Cycle

T Technology changes

 Products forced into obsolescence

 Software support often unavailable for products in the Field Support stage
 Files in older versions cannot be accessed by the latest application tools
Appendix 8: Cost of Data Replacement

 Financial Services
25

 Financial Services
 Recover transaction
20  Recover transaction
information and customer trust
information and customer trust
 Manufacturing
15  Manufacturing
 Reverse engineering costs
Weighted Relative Points

 Reverse engineering costs

 The need for digital
10
 The need for digital
preservation is higher in
preservation is higher in
industries where the lost data
5
industries where the lost data
cannot be replaced
cannot be replaced
 Healthcare
0
 Healthcare
 Aerospace & Defense
e

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 Aerospace & Defense

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Appendix 9: Cost of Data Loss

25
 Healthcare
 Healthcare
 Medical history irrecoverable if
 Medical history irrecoverable if
20
electronic patient records
electronic patient records
(EPRs) are lost
(EPRs) are lost
15
 Software obsolescence found
 Software obsolescence found
Weighted Relative Points

to be especially challenging for

to be especially challenging for
10 diagnostic images
diagnostic images
 Aerospace & Defense
5
 Aerospace & Defense
 High cost of lost climate
 High cost of lost climate
change data for future
change data for future
0
generations
generations
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Appendix 10: Software Spend

IT spending highest in US and Europe, Financial Services

Healthcare

Other* Financial Services

24%

Communications

Public Sector
18%
Retail

Manufacturing
18%

*Agriculture, Mining, Construction, Services, Utilities, and Transportation

Source: http://www.slideshare.net/rsink/gartner-report-it-spending-2010 (no date). (Accessed: 1 November 2010)
Appendix 11: Primary Research

Double click to open

Appendix 12: Competitors
Company Introduction Vision Business Model

Chronopolis is a national center organization for the Chronopolis addresses this critical problem (digital
Non-for-profit;
Chronopolis management, long-term preservation, information) and provide the service of long-term data
membership
and promulgation of national digital assets. preservation and access

InApp provides reengineering & migration services
to software and hardware. It helps customers
InApp
reengineer legacy systems, upgrade current products
to a new platform, architecture, OS and / or language.
InApp is committed to be a world class business
solution provider delivering exceptional value to the For-profit and
customer leveraging on an organization culture that offer service
promotes innovation and excellence.

The largest European earth observation (EO) data Many users are calling for
Non-for-profit;
ESA-ESRIN provider and operates as the reference European the need to preserve the EO data and ensure long-term
membership
centre for EO payload data exploitation. accessibility.

No.1 company for data storage service and start Offer the best service on data storage For-profit and
EMC
researching on preservation and access offer service
Appendix 13: Consultant Advisors

 Satish Babu – President and Co-founder, InApp

 Jing Wang – Strategic Business Manager, EMC China
 Joseph Abraham – Senior Vice President, HCL America
Appendix 14: Regulation & Formats

Government Finance

Cross-sector

Source: Watson Hall Ltd. UK Data Retention Requirements. Available at:

https://www.watsonhall.com/methodology/uk-data-retention-requirements.pl (no date) (Accessed: 6 December 2010).
Appendix 15: References (1 of 4)

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360 [Online]. Available at: http://360.datamonitor.com/ (Accessed: 1 November 2010).
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http://360.datamonitor.com/ (Accessed: 1 November 2010).
3. http://www.slideshare.net/rsink/gartner-report-it-spending-2010 (no date). (Accessed: 1 November 2010).
4. Mohammed, A. (2007) ‘Retention challenge’, Computer Weekly, Oct 16, 2007, pp. 26, 28. ABI/INFORM Trade & Industry
[Online]. Available at: http://proquest.umi.com/pqdweb?did=1381419601 (Accessed: 1 November 2010).
5. Dr. Gishner, B. (2006) The Role of ISO 10303 (STEP) in Long Term Data Retention. Available at:
http://edge.cs.drexel.edu/LTKR/Gischner%20-%20STEP%20Presentation%20on%20LTKR.pdf (Accessed: 4 November
2010).
6. Harada, R. (2003) ‘Are you prepared for long-term data preservation? - first in/first out’, Computer Technology Review, Oct
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2010).
7. Ex Libris Ltd. CASE STUDY: DIGITAL PRESERVATION AT THE NATIONAL LIBRARY OF NEW ZEALAND. Preservation:
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(Accessed: 29 October 2010).
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http://www.emc.com/collateral/analyst-reports/diverse-exploding-digital-universe.pdf (Accessed: 3 November 2010).
9. Iron Mountain Incorporated. (2010) New Insights in Records Management Compliance. Available at:
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10. Caldwell, F. (2010) Magic Quadrant for Enterprise Governance, Risk and Compliance Platforms. Available at:
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Appendix 15: References (2 of 4)

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13. Covington & Burling LLP. (2006) White Paper on Data Retention of Voice mail for Regulated and Unregulated Industries in
the U.S. and E.U. Microsoft Corporation. Available at: http://download.microsoft.com (Accessed: 30 October 2010).
14. Clark, E. (2004) ‘Data retention regulations: keeping it legal’, Network Magazine, Mar 2004, 19 (3), pp. 24-30.
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November 2010).
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November 2010).
16. NetIQ Corporation. (2006) Addressing Regulatory Compliance in the Healthcare Industry. Available at:
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[Online]. Available at: http://360.datamonitor.com/ (Accessed: 1 November 2010).
18. Harris, R. (2010) ‘100 year data preservation’, ZDNet, 22 September. Available at:
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paign=Feed%3A+ZDNetBlogs+%28ZDNet+All+Blogs%29
(Accessed: 15 November 2010).
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Appendix 15: References (3 of 4)

22. University of Miami Leonard M. Miller School of Medicine. Data retention: Selected requirements by data type –
Information Technology – Miller School of Medicine at the University of Miami. Available at:
http://it.med.miami.edu/x1312.xml (no date) (Accessed: 27 November 2010).
23. http://www.metricstream.com/solutions/ferc_compliance.htm (no date) (Accessed: 27 November 2010).
24. Raffo, D. (2010) Disaster recovery/business continuity planning top spending priority, according to Forrester. Available at:
http://searchstorage.techtarget.co.uk/news/article/0,289142,sid181_gci1519940,00.html (Accessed: 27 November 2010).
25. Lyman, P. (2002) ‘Archiving the World Wide Web’, Building a National Strategy for Digital Preservation, April. Available
at: http://www.clir.org/pubs/reports/pub106/web.html (Accessed: 8 November 2010).
26. FaceTime Communications, Inc. Instant Messaging and Social Media Regulatory Requirements. Available at:
http://www3.facetime.com/solutions/regulatoryrequirements.aspx (no date) (Accessed: 27 November 2010).
27. ALSTON + BIRD LLP. What are the HIPAA rules? Available at: http://www.klsecurity.com/hipaa_regulation.htm (no date)
(Accessed: 27 November 2010).
28. Moffet, B.L. (2004) Timeframes for Document Retention. Available at:
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29. Breaux, T.D. (2008) ‘Analyzing Regulatory Rules for Privacy and Security Requirements’, IEEE TRANSACTIONS ON
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31. Lee, J.J. (2005) ‘The Compliance Imperative: Managing Record Retention in a Rapidly Changing Regulatory Environment’,
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Appendix 15: References (4 of 4)

33. Preimesberger, C. (2008) ‘ON THE BRINK OF DISASTER. (cover story).’, eWeek, 25, no. 22, pp. 31-38. Business Source
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34. Nettleton, E., and Watts, M. (2007) ‘Assessing the costs of data retention in the UK’, Journal of Database Marketing &
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(Accessed: 6 December 2010).
36. Smith, E.M. (2009) ‘Storage management: What radiologists need to know’, Applied Radiology, Volume 38, Issue 5. Factiva
[Online]. Available at: http://global.factiva.com (Accessed: 2 November 2010).
37. Mitchell, D.R. and Mitchell, J.A. (2006) ‘Status of clinical gene sequencing data reporting and associated risks for
information loss’, Journal of Biomedical Informatics, 40 (2007), pp. 47-54. ScienceDirect [Online]. Available at:
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38. Howard, C.E. (2009) ‘Secure information storage: military and aerospace equipment designers have a wealth of online
options available to fill the ever-increasing need for secure data storage in the field’, Military and Aerospace Electronics,
Volume 20, Issue 12. Factiva [Online]. Available at: http://global.factiva.com (Accessed: 4 November 2010).
39. Naccarati, P. (2003) Data Storage: Managing Obsolescence, Adtron Marketing, June. Available at:
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40. Harris, R. and Olby, N. (2001) ‘Earth observation data archiving in the USA and Europe’, Space Policy, 17 (2001), pp. 35-48.
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41. Scott, R.E. (2007) ‘e-Records in health – Preserving our future’, International Journal of Medical Informatics, 76 (2007), pp.
427-431. ScienceDirect [Online]. Available at: http://www.sciencedirect.com (Accessed: 4 November 2010).
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