When is a new definition not?
McJannet, Hortonworks VP of marketing, hasn't issued a practical definition of big data so much as described what is most easily talked about as big data: "building new analytic applications based on new types of data, in order to better serve your customers and drive a better competitive advantage." There are no defininig elements named other than "the latest" effort yielding competitive advantage. Five years from now, this description will fit efforts that look nothing like big data as we know it today. Of course we may have a new name for it, one that emphasizes real time use over mere data size. But this "definition" will still fit.