This is a very smart move by Oracle. Until Siebel and Hyperion acquisitions, Oracle was not a leader in the BI and analytics space. Those acquisitions put them squarely in the top 3 spot (together with IBM and SAP).

However, until this morning Oracle played mostly in the traditional BI space: reporting, querying and analytics based on relational databases. But these mainstream relational databases are an awkward fit for BI. You can use them, but it requires lots of tuning and customization and constant optimization – which is difficult, time-consuming, and costly. Unfortunately, row-based RDBMSes like IBM DB2, Microsoft SQL Server, Oracle, and Sybase ASE were originally designed and architected for transaction processing, not reporting and analysis. In order to tune such a RDBMS for BI usage, specifically data warehousing, architects usually:

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