New business use cases are driving the need for real-time analysis and insights to take immediate action, make predictions, and provide exceptional customer experience. The legacy way of normalized data can’t cope with these convergent business needs for real-time personalization, customization or predictive maintenance – all built upon a “50 ms or less”-paradigm. This session introduces new business architectures that allow the transformation of siloed data to converged data domain design thinking incl. examples from retail, product substitution, payment fraud, and preventive maintenance.