Data Warehousing is not about size. Business value, management costs, sustainable long term value, and overall viability help define data warehouse effectiveness. This white paper focuses on three forces and their effects to push database products across a new frontier: 1) scalability and performance 2) availability and reliability 3) manageability. Winter Corporation goes into the depths of each force and calls out true parallelism, MPP versus SMP architectures, linear scalability, workload growth, workload balancing, and ease of management with a single integrated and unified system. This white paper explains the value these features deliver in an effective enterprise data warehouse platform.