Big Data is not Hadoop, and Hadoop is not Big Data.
A lot of people are surprised that somehow Big Data adoption is growing while Hadoop is struggling. There is some speculation as to why and I have a much more pragmatic explanation: Hadoop is not SQL.
Most IT departments don’t understand the implications of adopting distributed storage tools like Hadoop or Cassandra. Expansion and scalability happens by adding new nodes, thus increasing IT maintenance costs. The reality is that vast majority of businesses do not need Hadoop. Dramatic improvements in storage technology, especially SSDs, declining costs of multi-core servers, and seamless support for replicas offered by environments like AWS mean that traditional well established data processing and reporting systems (i.e. SQL) can actually be better at “Big Data” than Hadoop.