Mike Dauber of Battery Ventures joins Wikibon's Dave Vellante and SiliconAngle's John Furrier at Strata Hadoop 2012 Conference, inside theCUBE. The attendance at the 2012 event was more than double the amount in attendance at the events previous year. Dauber notes that the event is not only different due to the quantity of people, but also due to the quality of people surrounding the event. The show this year, he says, seems much more crowded than last year and more than double the size. And the character of the attendees has changed. This year, he said, most are business and company IT people rather than VCs shopping for investments. The biggest thing I see is that Hadoop has hit the mainstream. F1000 companies are using it. That is a big deal. And the show is a proxy of that. This show is packed with quality people." He sees this as a sign that the fundamental IT infrastructure is changing. "The question is what are the big disruptions that Hadoop creates, and I would argue that BI is at the top of that list." Tableau, he said, is "a great company and a great tool", but it was built in an earlier era, a decade before Hadoop appeared. "I think that visualization tools that run natively on Hadoop will win in the market over time." The direction of application development is also on the crux of a shift. "Today everybody is trying to get the 'One Ring to Rule Them All'. But what we need are very specific solutions for very specific markets. The big thing in Big Data will be more verticalized applications. Everything doesn't have to be soup to nuts. You can have a successful company servicing a vertical market."