One of the trends I picked up on at the Gartner MDM conference in Los Angeles last week was momentum for MDM-powered or MDM-aware applications. It’s something that IBM, Oracle, Informatica and SAP have all been working on under one name or another.

Gartner’s Andrew White started talking about this most of two years ago but it’s becoming more real in a software sense now. Rather than extracting product or customer master data to an ODS or cycling it around as a service, you use master data for its own sake. You go a step further and plug it into an app for search or compliance or governance (just like we do in silos now). 

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