Big data could be bigger than cloud computing, and Israel has the potential to be a market leader in the field, Adrian McDonald, president of Europe, Middle East and North Africa operations at data-storage giant EMC, told The Jerusalem Post in an interview in London following the Human Face of Big Data event last week.“In Israel you have some of the best brains in the world,” he said. “Israel has the opportunity to be at the forefront [of the big-data market]. There is a lot of money and lot of attention being focused on who is going to win in this new market. Israel has to be a natural contender to be a winner, and it’s going to be a massive market.” “The basic conundrum is the smarter you are, the better you can use information and the more you win,” McDonald said. “That’s got to be a great thing for Israel.”McDonald has been involved in the Israeli market with EMC since the late 1980s. EMC has bought six companies in Israel. Earlier this year it paid $430 million for flash-storage company XtremIO. It also operates an Israeli R&D company with several hundred employees.