According to the article, there are three strategies - Traditional Row based DBMS, Column based ones (Vertica, VoltDB) and MapReduce/Hadoop.

My current employer is making the switch from Row based to Hadoop - which I feel is because of hype & not justified technically, given the size of our cluster. The goal is to reduce speed of data delivery to clients, but I believe a column-based DBMS with an optimized ETL, would be the way to go.

Wonder how it'll look like in 5 years & if others companies' IT are buying into hype too.