- A job posting shows Snowflake is hiring a team that could take on its rivals Databricks and Datadog.
- The team will build a “next generation” data observability, alerting, and processing product.
- An analyst told Insider any area of data is “fair game” for Snowflake’s ambitions.
That job posting, which sparked discussion on Twitter, shows Snowflake’s ambitions lie beyond its core data warehousing business, and hint at the company’s strategy to directly take on a growing roster of rivals in the red-hot data space, led by firms like Databricks, Confluent, and Datadog.
Snowflake declined to comment on the job posting.
The product in question, according to the posting, will enable Snowflake customers to use time series data, define alerts, and receive notifications on their data and Snowflake data pipelines. It will also help customers build “a more comprehensive continuous data processing pipeline.”
The new team will be based in Bellevue, Washington alongside Snowflake’s engineering group, and will include industry experts in observability, databases, and distributed data processing, per the posting.
Snowflake reports its second quarter earnings on Wednesday, and Wall Street is hoping to see the Warren Buffett-backed company grow at a faster rate. Dan Vesset, a group vice president at IDC, told Insider that “anything in the data domain” makes sense for Snowflake to move into, especially as it seeks that growth.
“They have been very public about one thing: to be a broader data cloud vendor, and having started out in data warehousing, there’s plenty of other adjacent areas to grow into,” he said.
Some of those areas include data movement and integration, automation and data intelligence (including observability and governance), data quality, plus business intelligence — all of which is “fair game” for Snowflake, Vesset said, but all of which will bring it into direct competition with other firms.
That may not be a concern for Frank Slootman, the CEO of Snowflake, who has built a reputation in the industry for being a “ruthless” competitor unafraid of head-to-head conflict with rivals large and small.
Data observability, an area led by companies like Splunk and Datadog, gives companies a view into their data systems. There’s growing demand for observability products, according to Vesset, led by IT departments needing more control over their tech environments.
The other area hinted by Snowflake’s job posting, data streaming, is quickly becoming a hot new sector of data, too, Vesset says.
Led by companies like Databricks and Confluent, which integrate artificial intelligence and can provide data insights in real-time, its emergence goes hand-in-hand with the growth of observability and companies’ need for faster data movement and access, he said.
Ultimately, and true to Slootman’s philosophy, Snowflake may have even bigger ambitions than just data observability and streaming: “At the end of the day, they want to be able to support many or all the possible workloads,” Vesset said.
Databricks declined to comment on the job posting and potential competition from Snowflake. Confluent, Datadog, and Splunk were not immediately available for comment at the time of publication.