In a previous entry, I posed the question Can a Database Help Drive Information as a Service? Here is a great video I posted on YouTube that includes several companies talking about how the new DB2 Viper hybrid XML relational capabilities are transforming how they use their underlying database to drive innovation and business value. It also includes the "What Makes You Special?" IBM television advertisement at the end, which is done to the catchy "I'm Not Like Everybody Else" song from the Kinks. I thought the words to this are quite appropriate, given that Information On Demand is currently being used by companies to create competitive differentiators and stand out in the market place...and I love the part with all of the business executives lipsynching the lyrics from the Kinks!
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