In the era of Big Data, firms in every sector are required to deal with a huge amount of data. Given an abundance of data, interest in BDA has led many companies to achieve more benefits by developing Big Data Analytics capabilities to maximize firm performance in the shade of tough competition. However, BDA pays off for some firms but not for others due to investment in BD still poses a lot of challenges because of missing link between analytics capabilities and Firm Performance(FPER). Also, BDA is not being utilized widely and only a few companies have achieved any impact from it. To address this challenge in Telecom domain and in response to the scarcity of research on this subject, this study concentrated on BDA Technology as one of the crucial pillars to get benefits through increased Firm Performance. For the purpose of this research we have adopted qualitative approach, case study method, and technique of data collection is includes semi-structure interview and document analysis. The findings from Delphi technique and interview in Malaysia, confirm the four critical elements that contribute in sustainability BDATech pillar, as an essential dimension, and its impact on FPER.

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