With Oracle, SAP and IBM fighting for precious market share on the in-memory relational database market, and the likes of MongoDB, Couchbase and DataStax putting together momentum in the NoSQL space, it almost feels like whoever wins the battle will win the war of database customer buy-in.

Couchbase CEO Bob Wiederhold told CloudTech his company’s position was that the market was going to move to the “disruptive” NoSQL technologies that “ultimately are going to dominate.”

This, of course, may not be a hugely surprising admission – although the tone of it raised eyebrows – yet according to Matthew Finnie, CTO of cloud service provider Interoute, the incumbent legacy vendors should definitely be looking over their shoulders.

“For the incumbents of this world, they have a recognised revenue stream that they have to maintain and retain,” Finnie, who is speaking at Apps World Europe next week, explained in a call. “And they …