Competitive

Positioning
Kevin Barlow
Senior Specialist Solutions Architect

Peter Sprague
Sales Performance Specialist, C&SI Partners

©2022 Databricks Inc. — All rights reserved 1

Competitive
Positioning
1. Introduction and Market Landscape
2. Comparing Databricks to Snowflake
3. Using cloud native solutions and the DIY approach
4. Why Databricks?

©2022 Databricks Inc. — All rights reserved 2

Competitive
Positioning
Introduction and Market
Landscape

©2022 Databricks Inc. — All rights reserved 3

What are the categories of
use cases that our
customers are seeking?

©2022 Databricks Inc. — All rights reserved 4

 Data Maturity Curve: From Hindsight to Foresight
Automated
Decision
Making

Prescriptive
Analytics
BI Reports and
Competitive Advantage

Dashboards Predictive
Modeling Automatically make the best decision

Data
Exploration
How should we respond?
Ad Hoc
Queries
What will happen?

Clean
Reports Real-time
Data analytics
Data Science & ML
What happened?

©2022 Databricks Inc. — All rights reserved

Data + AI Maturity 5
What capabilities are
needed to deliver those
use cases?

©2022 Databricks Inc. — All rights reserved 6

 Data Maturity Curve: From Hindsight to Foresight
Automated
Decision
Making

Prescriptive
Analytics
Performant SQL
Competitive Advantage

Reliable data Predictive

Data refreshed real-time Modeling Automatically make the best decision

Data
Exploration
How should we respond?
Ad Hoc
Queries
What will happen?

Clean
Reports
Workspace for Data
Data Science & ML training
and deployment
What happened?

©2022 Databricks Inc. — All rights reserved

Data + AI Maturity 7
Market landscape

Legacy Vendors

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Market landscape

Point Solutions

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 Databricks thrives within your modern data stack
BI and Dashboards Machine Learning Data Science

Data Data Data Data Science

Data Governance Warehousing Engineering Streaming and ML

Data Pipelines
Unity Catalog

Data Ingestion Delta Lake

Cloud Data Lake

All structured and unstructured data

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Market landscape

Open Source

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Market landscape

Cloud Provider
Native Solutions

Cloud Cloud
EMR Redshift
Dataproc Dataflow

SageMaker
BigQuery

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Market landscape

Platform Providers

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Market landscape

Point Solutions Open Source—DIY Cloud Provider Native Services

Amazon
EMR
Google
Dataflow

Platform Providers Legacy Vendors Amazon

Redshift

Google BigQuery

Amazon
SageMaker

Cloud Dataproc

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Competitive
Positioning
Comparing Databricks to
Snowflake

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 DATA CLOUD

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 Snowflake is a cloud data warehouse

BI Reports and
Dashboards
Competitive Advantage

Automated
Decision Making

Prescriptive
Analytics

What happened? Predictive

Modeling
Real-time
analytics
Data Data Science & ML
Exploration
Ad Hoc
Queries
Reports
Clean Data What will happen?
Data + AI Maturity
©2022 Databricks Inc. — All rights reserved 17
Issues Snowflake Customers Will Face

High Inefficient data Incomplete Limited DS/ML Vendor

costs engineering data support capabilities lock-in

©2022 Databricks Inc. — All rights reserved 18

 Issues with the Snowflake Data Cloud

BI Reports, Dashboards & SQL Analysis Data Science, Model Training,

Scoring & Deployment

Vendor
lock-in

Snowflake tenant
proprietary format Stages

Structured Semi-Structured Unstructured Data 19

©2022 Databricks Inc. — All rights reserved
 Issues with the Snowflake Data Cloud

BI Reports, Dashboards & SQL Analysis Data Science, Model Training,

Scoring & Deployment

Stages
Incomplete
data support
Structured Semi-Structured Unstructured Data 20
©2022 Databricks Inc. — All rights reserved
 Issues with the Snowflake Data Cloud

BI Reports, Dashboards & SQL Analysis Data Science, Model Training,

Scoring & Deployment

Inefficient data
engineering

Limited support for

streaming data Stages

Structured Semi-Structured Unstructured Data 21

©2022 Databricks Inc. — All rights reserved
 Issues with the Snowflake Data Cloud

BI Reports, Dashboards & SQL Analysis Data Science, Model Training,

Scoring & Deployment

Inefficient data High

engineering costs

Limited support for 6x vs

streaming data Stages Databricks

Structured Semi-Structured Unstructured Data 22

©2022 Databricks Inc. — All rights reserved
 DATA CLOUD

Move date to another system >

Increases total cost of the architecture
AND….lower time to value for customer
©2022 Databricks Inc. — All rights reserved 23
Databricks is built for
optimized data engineering.
Snowflake is not. Why does
this matter?

©2022 Databricks Inc. — All rights reserved 24

Issues with the Snowflake Data Cloud
BI Reports, Dashboards & SQL Analysis Data Science, Model Training, Scoring & Deployment

Data Lake

Inefficient data
engineering
Stages

Structured Semi-Structured Unstructured Data 25

©2022 Databricks Inc. — All rights reserved
 Databricks thrives within your modern data stack
BI and Dashboards Machine Learning Data Science

Data Data Data Data Science

Data Governance Warehousing Engineering Streaming and ML

Data Pipelines
Unity Catalog

Data Ingestion Delta Lake

Cloud Data Lake

All structured and unstructured data

©2022 Databricks Inc. — All rights reserved 26

 Issues with the Snowflake Data Cloud
BI Reports, Dashboards & SQL Analysis Data Science, Model Training, Scoring & Deployment

Data Lake

High
costs
Snowflake tenant
Means paying
Snowflake compute
Stages
for data in and out

Structured Semi-Structured Unstructured Data 27

©2022 Databricks Inc. — All rights reserved
What pain will the
customer feel from
copying data out of
Snowflake for non-SQL
workloads?
©2022 Databricks Inc. — All rights reserved 28
Issues with the Snowflake Data Cloud
BI Reports, Dashboards & SQL Analysis Data Science, Model Training, Scoring & Deployment

Data Lake

Limited DS/ML
capabilities

Stages

Structured Semi-Structured Unstructured Data 29

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Modern Data Warehousing on Databricks

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Modern Data Warehousing on Databricks

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How can Databricks co-
exist with Snowflake?

©2022 Databricks Inc. — All rights reserved 32

Modern Data Stack on Databricks

Stream Ingestion
ETL Partners

Databricks Notebooks, Delta Live Tables

Data Science &
Machine Learning

Databricks AI/ML
Real time CDC Model Serving
Curated Data
BRONZE SILVER GOLD
SQL Analytics Enterprise Reporting
& Warehouse and BI

Raw Filtered, Business

Ingestion Cleaned, Aggregates &
and History Augmented Data Models

Data Governance powered by Databricks Unity Catalog

EDC
©2022 Databricks Inc. — All rights reserved
What about using
cloud native tools?

©2022 Databricks Inc. — All rights reserved

Cloud Provider Native Services

Advantages
• A large collection of different services to meet your needs
• Easy to deploy
• Single bill makes it easy for administrator
Amazon

Disadvantages
EMR
Google Dataflow

• Have to maintain many services and connections between

Amazon
Redshift
them, e.g. ETL Tools with data warehouses, data science
Google BigQuery
tools, etc. > complexity increases
Amazon • Cloud services limited to the cloud provider > but multi-
SageMaker

Cloud Dataproc
cloud is where customers are moving > not cost effective to
move data into a single cloud > better to work on it where it
lands

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What do we mean by
DIY?

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 Different workloads across the Data Maturity Curve

BI Reports and
Dashboards
Competitive Advantage

Automated
Decision Making

Prescriptive
Analytics

What happened? Predictive

Modeling
Real-time
analytics
Data Data Science & ML
Exploration
Ad Hoc
Queries
Reports
Clean Data What will happen?
Data + AI Maturity
©2022 Databricks Inc. — All rights reserved 37
Do it yourself? Stitch them all together!
Data Science &
Data Warehousing Data Engineering Streaming Machine Learning

Data Data Data Data

Analysts Engineers Engineers Scientists

“I want best “I want best “I want best “I want best

of breed.” of breed.” of breed.” of breed.”

Really hard to do!

Large workforce needed

Teams need to talk to each other

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One approach: stitch them all together
Data Science &
Data Warehousing Data Engineering Streaming Machine Learning

Data Data Data Data

Analysts Engineers Engineers Scientists

Google BigQuery
Amazon
SageMaker
Amazon
EMR

Google Dataflow

Azure
Cloud Dataproc Stream
Analytics

Amazon
Redshift

©2022 Databricks Inc. — All rights reserved Confidential—subject to NDA 39

One approach: stitch them all together
Data Science &
Data Warehousing Data Engineering Streaming Machine Learning

Data Data Data Data

Analysts Engineers Engineers Scientists

Google BigQuery
Amazon
SageMaker
Amazon
EMR

Google Dataflow

Azure
Cloud Dataproc Stream
Analytics

Amazon
Redshift

©2022 Databricks Inc. — All rights reserved Confidential—subject to NDA 40

One approach: stitch them all together
Data Science &
Data Warehousing Data Engineering Streaming Machine Learning

Siloed data teams decrease productivity

Data Data Data Data
Analysts Engineers Engineers Scientists

Disconnected systems and proprietary data formats make integration difficult

Google BigQuery
Amazon
Siloed stacks increase data architecture complexity
Amazon
SageMaker

EMR

Google Dataflow

Azure
Cloud Dataproc Stream
Analytics

Amazon
Redshift

©2022 Databricks Inc. — All rights reserved Confidential—subject to NDA 41

Why Databricks?

©2022 Databricks Inc. — All rights reserved 42

 Databricks
Lakehouse Platform
Lakehouse Platform
Data Data Data Data Science
Warehousing Engineering Streaming and ML Simple
Unify your data warehousing and AI
use cases on a single platform
Unity Catalog
Fine-grained governance for data and AI

Delta Lake
Multicloud
Data reliability and performance One consistent data platform across clouds

Cloud Data Lake

All structured and unstructured data
Open
Built on open source and open standards

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Only platform recognized by Gartner as Leader in two MQs

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 Data Maturity Curve: From Hindsight to Foresight
Automated
Decision
Making

Prescriptive
Analytics
Competitive Advantage

Predictive
Modeling Automatically make the best decision

Data
Exploration
How should we respond?
Ad Hoc
Queries
What will happen?
Reports
Clean
Data

What happened?

©2022 Databricks Inc. — All rights reserved

Data + AI Maturity 45
Why build Photon?

Cheaper and faster

Built for all use cases

No code changes

©2022 Databricks Inc. — All rights reserved 46

Why our ISV Partners are so important
Data Data Data BI & Data Machine
Ingestion Pipelines Governance Dashboards Science Learning

Partner Connect

Data Processing Engines

(Photon, ML Runtime)

Unity Catalog

Delta Lake

Cloud Data Lake

All structured and unstructured data

47
 Databricks thrives within your modern data stack
BI and Dashboards Machine Learning Data Science

Data Data Data Data Science

Data Governance Warehousing Engineering Streaming and ML

Data Pipelines
Unity Catalog

Data Ingestion Delta Lake

Cloud Data Lake

All structured and unstructured data

©2022 Databricks Inc. — All rights reserved 48

Partner Connect
Gives customers direct access to Partners

Ingest/ETL Partners ML/AI Partners

BI Partners
+
25 other
Data Quality/Data partners
Source Partners

49
Thank you

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