"The changing business ecosystem and the major transformations that organizations are experiencing today have a common denominator: Information and Communication Technologies (ICT). ICT are pervasive and ubiquitous and all business or social activities are now generating a corresponding digital data event. We call this ubiquitous and massive creation of real time data in a natively digital form Digital Data Genesis (DDG). These generated data could be made readably available or streamed (for example as open API – Application Programming Interface) to other partners, or appropriately transformed in customers’ value added services. This concept is what we define Digital Data Streaming (DDS). The relevance of these phenomenons are well depicted by the so called “big data challenge” where ICT management practices and IT architectures have to be redefined by firms to properly extract value.We argue that this scenario is disruptive compared to the past and challenge current business practices. Companies are now able to leverage vast amount of real time data to create new services, to increase service quality, and to gain new level of efficiency, but few research on this topic has been conducted until now. Using quantitative and qualitative data methodologies, we aim at: 1) develop a taxonomy of the initiatives taken by firms related to the DDG and DDS phenomena in order to understand the different models for value creation, based on digital data streaming, that firms follow; 2) investigate the typologies of “DDG/DDS Capabilities” developed by firms; 3) develop and test an index to assess the capacity of organizations to deal with real-time data initiatives; 4) identify whether companies that develop DDG/DDS capabilities economically perform better than the others. Managerial implications and contributions to the European research will be discussed."