"As a key component of the Unified Data Architecture, Hortonworks Data Platform provides a reliable Apache Hadoop distribution for enterprise users," said Bob Page, vice president, products, Hortonworks. "The deep integration of Hortonworks Data Platform with both the Teradata data warehouse and Teradata Aster discovery platform provides users with easy access to data, while giving enterprise IT the advanced security it requires."Having new insights into data is interesting, but it becomes truly valuable when organizations can make real-time decisions based on that knowledge. To achieve this goal, all technology and data within the Teradata Unified Data Architecture, including Hadoop, need to interact with an integrated data warehouse. A cornerstone of the Unified Data Architecture, the integrated data warehouse enables real-time delivery of intelligence to front line decision-makers. The two new components of Teradata Enterprise Access for Hadoop include: Teradata Studio with Smart Loader for Hadoop – for the first time, business analysts have point-and-click convenience to easily browse and move data between Teradata and Hadoop for analysis and self-service business intelligence. Business users are now able to load, govern, access, and share data seamlessly in and out of Hadoop - enabling ad-hoc reporting and analysis in a secure and trusted Teradata data warehouse environment. Teradata is capable of supporting thousands of concurrent end-users with the most complete and powerful analytic engine in the market. The Teradata Studio with Smart Loader for Hadoop supports Hortonworks Data Platform and Cloudera Distribution, giving customers the ability to choose between the two leading commercial distributions of Hadoop. Teradata SQL-H – Teradata SQL-H gives any user or application across the enterprise direct, on-the-fly access to data stored within Hadoop through standard ANSI SQL, leveraging the security, workload management, and performance of the Teradata data warehouse. This allows users to quickly query the data where it lies - easily combining data from Hadoop as needed with production data in the Teradata data warehouse to expand and enrich their insights. With Teradata SQL-H, analytics run directly in-memory on Teradata with only the data required for a query being pulled from Hadoop—boosting performance—while lowering costs associated with data movement and replication. Teradata SQL-H supports Hortonworks Data Platform, leveraging the open-source Apache HCatalog project for intelligent data access. Telecommunications industry use case A telecommunications company is trying to understand why customers are defecting to other providers. To do so, they must analyze data from across the business, including landline, wireless service, television service, Internet service, and users of premium movie channels. The challenge is that the data are in multiple repositories and formats. Working within the Unified Data Architecture and using Teradata Enterprise Access for Hadoop, business analysts are able to easily reach into Hadoop for social media sentiment data, web logs and other diverse, big data and combine it with customer transaction and profitability information in the data warehouse for self-service analysis. The analysis of the consolidated data offers a clear, high-definition picture of the customers' behavior prior to defection. The telecommunications company can take immediate action to save the customer, if they are profitable.