This report provides a detailed analysis of big data analytics within business information systems, focusing on its characteristics, global significance, and application within organizations like Emirates. It identifies key features of big data, such as confidentiality, availability, integrity, and authentication, and evaluates their impact on brand value, customer privacy, ethical codes, and competitive advantages. The report further explores organizational opportunities arising from information privacy, including trust-building, customer satisfaction, business growth, and digitalization, while also addressing challenges like data breaches, rising customer expectations, non-compliance with privacy regulations, and remediation complexities. Finally, it applies the value chain model to analyze how information privacy contributes to value creation and service delivery within a business context, emphasizing the importance of understanding and improving activities within the value chain.