I think as part of the digital transformation, enterprise big data providers must include the customer feedback in their business models and product development process, and they already do that, at least Horton Works. That means, it is very important the chain from customers to either, Hortonworks and Cloudera, and finally the Apache development community.
The key aspect is who can deliver what the customer really need or demand: Integrating them into the innovation process.
I think is an error in the business model if someone try to replace the classic enterprise data warehouses. Better for me is to create additional value based on innovation, Lock-in of customers and partners, complementary products and services.
Apart from that, one could try to capture new customers that never use business intelligence to support their decisions, and bring them into the world of advance analytics.