Although a vast amount of data available on the internet, we can't simply use that data because they are using different APIs, different languages, different point of access. The Open Data Protocol (OData) solves this problem. It helps the users to make a critical decision as it gives real time data from different systems. It can become the standard protocol of choice for mobile and cloud apps in the increasingly agile enterprise, as it allows users to analyze data in real-time from any number of sources. Read more at: http://www.cmswire.com/web-cms/why-odata-may-be-a-marketers-best-friend/