Customization is a critical component of all B2B products, but is frequently an area where promise and reality diverge. Often when additional customization of a product is delivered to the end user, the added complexity of the new product comes with potential speed and reliability issues. In the institutional trading space, speed is paramount and cannot be compromised. The good news is that in-memory database technology, now being introduced in the U.S., can create the marriage between hardware and software (RAM and disk storage) that can deliver the promised functionality without a speed penalty. This technology is being used at the critical cross roads where the end user cannot tolerate a compromise between massive data, customization and speed. Such products must be built on a foundation that considers the needs of tomorrow.

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