If I were the Register I would have titled this: Raging Stuffed Elephant To Devour Two Warehouse Vendors… I love the Register… if you do not read it have a look

This is a post is about the market implications of architecture…

Let us assume that Hadoop matures and finds a permanent place in the market. This is not certain with some folks expressing concern (here) and others boundless enthusiasm (here). So let’s assume… and consider where it might fit.

The SqueezeOne place is in the data warehouse market… This view says Hadoop replaces the DBMS for data warehouses. But the very mature BI/DW market requires a high level of operational integrity and Hadoop is not there yet… it is advancing rapidly as an enterprise platform and I believe it will get there… but it will be 3-4 years. This is the thinking I provided here that leads me to draw the picture in Figure 1.

It is not that I believe that Hadoop will consume the data warehouse market but I believe that very large EDW’s… those over 1PB… and maybe over 500TB will be compelled by the economics of “free” to move big warehouses to Hadoop. So Hadoop will likely move down into the EDW space from the top.

Another option suggests that Big Data will be a platform unto itself. In this view Hadoop will sit beside the existing BI/DW platform and feed that platform the results of queries that derive structure from unstructured data… and/or that aggregate Big Data into consumable chunks. This is where Hadoop sits today.

In data warehouse terms this positions Hadoop as a very large independent analytic data mart. Figure 2 depicts this. Note that an analytics data mart, and a Hadoop cluster, require far less in the way of operational infrastructure… they share very similar technical requirements.Hadoop Along Side

This leads me to the point of this post… if Hadoop becomes a very large analytic data mart then where will Greenplum and Netezza fit in 2-3 years? Both vendors are positioning themselves in the analytic space… Greenplum almost exclusively so. Both vendors offer integrated Hadoop products… Greenplum offers the Greenplum database and Hadoop in the same hardware cluster (see here for their latest announcement)… Netezza provides a Hadoop connector (here). But if you believe in Hadoop… as both vendors ardently do… where do their databases fit in the analytics space once Hadoop matures and fully supports SQL? In the next 3-4 years what will these RDBMSs offer in the big data analytics space that will be compelling enough to make the configuration in Figure 3 attractive?

Unified HadoopI know that today Hadoop cannot do all that either Netezza or Greenplum can do. I understand that Netezza has two positions in the market… as an analytic appliance and as a data mart appliance… so it may survive in the mart space. But the overlap of technical requirements between Hadoop and an analytic data mart… combined with the enormous human investment in Hadoop R&D, both in the core and in the eco-system… make me wonder about where “Big Data” analytic relational databases will fit?

Note that this is not a criticism of the Greenplum RDBMS. Greenplum is a very fine product, one of the best EDW platforms around. I’ll have more to say about it when I provide my 2 Cents… But if Figure 2 describes the end state for analytics in 2-3 years then where is the place for the Figure 3 architecture? If Figure 3 is the end state then I do not see where the line will be drawn between the analytic workload that requires Greenplum and that that will run on Hadoop? I barely can see it now… and I cannot see it at all in the near future.

Both EMC Greenplum and IBM seem to strongly believe in Hadoop… they must see the overlap in functionality and feel the market momentum of Hadoop. They must see, better than most, that Hadoop wins this battle.