Suddenly but not surprisingly, EMC has jumped headlong into the data warehousing (DW) market via strategic acquisition. Now that the deal is in the works, it’s clear that EMC perceived a “low-hanging plum” in one of its established DW partners, and simply made the right offer at the right time.

For the BI, analytics, and DW industries as a whole, the EMC/Greenplum deal signals that the DW market is probably moving into a new round of consolidations. Just as Oracle acquired Sun in part to offer fully one-stop integrated DW appliances (i.e., Oracle Exadata over Oracle Sun hardware), EMC comes from the other end of the telescope: acquiring a DW software vendor to layer on top of its hardware and possibly leverage its other software technologies at a later date. In this way, EMC now becomes one of the few DW appliance vendors that can provide a reasonably full stack of hardware and software from its own portfolio.

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