Over the next year, the data warehouse market will be shaped by enterprises needing to engage in customer relationship management, which means the industry will become more applications-driven.
Although a package-driven data warehousing market is still in its formative stages, users will start wanting applications they can use to help them with data and customer marketing and when introducing customer loyalty schemes, according to Sean Kelly, managing director of consultancy the Data Warehouse Network.
However, by 2001, the market will be more mature and these systems will have started to become mission critical. This will lead to blurring between decision support and online transaction processing (OLTP) systems as suppliers start coming out with hybrid, high availability systems that can deal with high complexity, online transactions.
Kelly said: ?In a future paradigm, enterprises will use their data warehouse information to charge each individual for their products and services according to their customer profile. Although most are currently struggling to move from OLTP systems, which they introduced to reduce costs, to decision support systems, which focus on how to grow revenues, they ultimately need to move to customer facing systems, which will be the way they achieve market leadership.?
He added that those companies that did not tailor their payment systems to their customers would not survive.
?A data warehouse is about survival because you need to understand the value exchange. In the mass customisation market we are moving to, you need to either tailor your products or cut your price,? he concluded.
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