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Teradata
and SAS get closer
Computers & BusinessWorld News
Elena Schwenk (Ovum)
Boston
Massachusetts, USA
This week Teradata announced a strategic
partnership with business intelligence vendor
SAS. The new partnership works from both a
corporate and technology perspective and involves
working together on sales, marketing, services
and product integration initiatives.
Although a joint venture between both companies
does make sense on many levels, it is not
necessarily a given. Both companies still compete
in each others home markets, SAS competes in data
warehousing, just as Teradata competes in the CRM
analytics and the data mining domain. However,
the two companies obviously realise that demand
from customers to work more closely together, was
too great to ignore.
The Teradata-SAS relationship we believe works
from many perspectives. From a technology
viewpoint, the partnership provides a richer
integration between SAS's analytic tools and the
Teradata data warehouse, pushing SAS functions
and algorithms deeper in the Teradata data
warehouse and lessening the need to move data out
of the warehousing environment for analysis
purposes.
There are obvious time and storage cost savings
to be made from analysing the data a lot closer
to the data warehousing source providing high
appeal to joint customers. Likewise both
company's software is architected to store and
process (i.e. Teradata), and analyse (i.e. SAS)
large volumes and/or complex queries that are
typical of enterprise data warehousing projects.
In the longer term the partnership is expected to
involve tighter integration between SAS data
integration and data mining tools with Teradata,
and further on will integrate the SAS customer
intelligence, retail and risk analysis solutions
into the Teradata warehouse.
We also believe that this relationship works from
a cultural level. Both SAS and Teradata have a
reputation for being cautious and somewhat
conservative companies. Likewise both share an
engineering heritage and have a well established
reputation in the high-end of their respective
markets garnering the support of an extremely
loyal customer base (especially IT shops).
Similarly both companies service the needs of
blue chip companies where they have strong
presence in various industries including retail,
financial and telecommunications.
This natural cultural fit we believe will benefit
the company from not only a technology
standpoint, but from a marketing, sales and
services perspective as well. Both companies are
taking this partnership very seriously and have
committed to creating a joint team of architects
and technical consultants to help customers make
the most of the Teradata-SAS software offering. A
joint executive-level customer advisory group
also provides a key role for garnering product
feedback, future direction and potential
subsequent integration priorities.
Interesting this announcement comes just over a
week after Teradata became an independent company
and nicely demonstrates how it is benefiting from
its new found freedom. |
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