It used to be that integrating data across different applications required an unnatural act involving complicated pieces of middleware. In recent times, accomplishing that act has become easier thanks to lighter-weight middleware based on standard Web services and RESTful APIs. But even still, accomplishing that task still requires the skills of a developer. In contrast, the next revolution in data integration is going to be characterized by business users integrating data across applications on their own at will.
With developers more or less forcing the issue all kinds of new data models are finding their way into the enterprise. One of the more popular ones are a form of NoSQL database technology based on a Key/Value store architecture. As a leading proponent of such an architecture Couchbase has already seen a 400 percent growth in sales this year, which accounts for why it was able to announce today that it has picked up another $25 million in financing.