Microsoft already integrates Hadoop capabilities into a range of its cloud products through HDInsight, including Azure data lake, Power BI, Azure machine learning and Azure active directory.
What all of this shows is a set of enterprise customers which aren't quite as advanced as some open source proponents would like us to think.
A lot of these customers are just looking for a better way to give their data scientists access to the relevant data, rather than complex machine learning and predictive modelling just yet.
Neil Winters from Hortonworks customer Markel Insurance put it best when talking about how Hortonworks is viewed within his organisation: "Senior leadership wouldn't know what Hortonworks is, but they do know that our data warehouse and BI team are running at a faster rate and turning solutions out at a rate they've not seen before.
"The cost is keeping down and the capabilities are going up," he said, two things that are pretty much guaranteed to acquire you some board-level sponsorship for your big data strategy.
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