Newly-launched technologies are set to break the stranglehold that established players have in the data warehousing market and slash physical costs by up to 90%.
This is the word from Bill Inmon, widely acclaimed as the "father of data warehousing", who conducted training on the new DW 2.0 standards this week in Johannesburg.
One of the technologies, already available to users, is from a start-up company call Dataupia. Inmon reckons that using these products will help companies reduce their hardware costs by as much as 90%.
"Certainly, this is bad news for EMC, IBM and Hitachi," he says.
And, despite rumours that one of the big players is set to buy Dataupia, Inmon is adamant that its founder, Foster Hinshaw, isn't about to sell up.
"Once before in our industry a man, Gene Amdahl, changed the course of history. In our generation, Foster Hinshaw is that man."
Other innnovations that could change the face of the data warehousing market include technology from a French company, Talend, which is set to significantly reduce the cost of the ETL process.
Rapidace, a product that will help architects design flexible data warehouses, isn't yet available but also holds out huge cost- and time-saving benefits.