It's no small matter that Pivotal is named after Pivotal Labs, which EMC acquired just over a year ago. One of the crown jewels of Pivotal Labs is a big data software development tool called Pivotal Tracker (pictured) used by 240,000 developers worldwide with a blue-ribbon big data customer list that includes Twitter. Look for Pivotal to provide a platform that will let service providers and business build big data applications and services at a breakthrough rate. Maritz says big data demands "fast [big] data application development." He points to Amazon as an example of the dynamic quality of new-era big data applications. "What is different about Amazon is they don't expose an analytics capability to their end customer; they expose a shopping experience that is constantly adapting to who you are and what you are doing," says Maritz. "And that is going to become even more pronounced as you want to extend to other use cases, real-time location-based advertising, industrial control, etc."