I was reading an interesting article by Stephen Swoyer at TDWI where he writes about what is happening at Kognitio.  Some key points are:

1. "The market has caught up with us in that the traditional method of sucking in data into excel and building OLAP cubes is highly data-intensive. Where I think the market is going … is being index-less, not needing aggregates, being able to accommodate multiple schemas, large sets of data, scale up, scale out."

This is important because traditional OLAP is having a lot of issues which are being solved by in-database OLAP.  Take for example what SAP is doing with HANA and what Teradata is doing with their Teradata OLAP Connector.  They are moving away from pre-aggregration as the databases are so fast that they can aggregrate on the fly in real time.  However, they present the data as OLAP cubes to the outside world and support the MDX query language.

2. "They've found there's a lot of power and strengths in Hadoop to do things around data loading, doing reporting, creating transformations, doing standard reports, but where they've found difficulty is giving users ad hoc interactive [query capabilities]. It just isn't something that you can do naturally using Hadoop."

This is important because as the amount of data in Hadoop systems increase, there is more and more need to be able to query that data and products like Kognitio and RainStor are definitely able to help solve this problem of querying large Hadoop datasets.

You can read the full article here: Trend Lines: Kognitio Recalibrates.