Back to the differentiation drawing board, for NoSQL start-ups
However, there are plenty of reasons for NoSQL-based startups to fear these new big-name competitors. When competing against Oracle, the challenge will be to convince large enterprises that third-party NoSQL databases are a better fit with existing Oracle ecosystems than is Oracle’s custom-built offering. Nobody ever got fired for buying Oracle, and if it’s offering NoSQL as part of an integrated data environment that also includes a relational database, data warehouse and Hadoop, there might be a natural inclination to just go with Oracle.
With AWS and DynamoDB, however, NoSQL companies find themselves fighting for the websites and other web-based customers that are now their bread and butter. Sid Anand, who helped transition Netflix from Oracle to AWS’s SimpleDB to Cassandra and who now is on the LinkedIn infrastructure team, wrote on his blog earlier this week that “[i]f [your NoSQL database] is not hosted (e.g. by AWS), be prepared to hire a fleet of ops folks to support it yourself. If you don’t have the manpower, I recommend AWS’[s] DynamoDB.”