The purpose of this research articles is to analyze the characteristics of big data as a service (BDaaS) markets which is currently in its initial stages from adoption driving and inhibiting perspectives. This study theoretically classifies the BDaaS market into drivers and inhibitors through the PEST analysis based on previous literature. Analytic hierarchy process (AHP) matrix was used to analyze the segmentation, drivers and inhibitors, to understand the nature of the early BDaaS market. This study has proposed a new theoretical methodology for analyzing the early market of BDaaS and it is expected that this methodology may be used in the market analysis of other fields beyond the BDaaS market. Customer factors in the consumerization phenomenon and social, political, and technological factors in the PEST analysis were the important drivers of BDaaS adoption. Suppliers from the consumerization phenomenon and political factors in the PEST analysis were the most important inhibitors of BDaaS adoption. The results have important implications for policymaking and fostering other newly established BDaaS markets in emerging economies.
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