Andrew C. Oliver:
The dirty secret is that big data and NoSQL vendors aren’t just targeting
gigantic, consumer-facing companies like Facebook or Google. The technology
applies much more broadly, and as the supply of high-concurreny, low-cost,
flexible data storage increases, so will demand. If you can hoard all that
data cheaply, why not mine it cheaply as well and compete with the big
It’s called the path of disruption.
The best and shortest explanation can be found in Ben Thompson’s “Chromebooks and the Cost of Complexity“:
The key thing to notice is that products improve more
rapidly than consumer needs expand. This means that while
the incumbent product may have once been subpar, over time
it becomes “too good” for most customers, offering
features they don’t need yet charging for them anyways.
Meanwhile, the new entrant has an inferior product, but at
a much lower price, and as its product improves — again,
more rapidly than consumer needs — it begins to peel away
customers from the incumbent by virtue of its lower price.
Eventually it becomes good enough for nearly all of the
consumers, leaving the incumbent high and dry.
Original title and link: The path of disruption: The dirty truth about big data and NoSQL