Have a look at the devices you own. In totality, there must be over a terabyte of media, files, and documents over all the devices. Then, there are millions and millions of such devices. If such a volume of data was not enough, then there are supercomputers, data centers, and huge servers all across the world. The overall data currently produced in the world each day is so large that it may require a supercomputer on its own to process it. Such characteristics of big data which is critical for insight generation is dictated by the four V’s.