Gartner projects that by 2015, 65% of packaged analytic applications with advanced analytics will come with Hadoop embedded. Sounds rational, logical, and realistic to me. Here is more from their 24 January 2013 release on the topic:

hadoop analytics

“New business insights and improved decision making with greater finesse are the key benefits achievable from turning more data into actionable insights, whether that data is from an increasing array of data sources from within or outside of the organization,” said Daniel Yuen, research director at Gartner. “Different technology vendors, especially niche vendors, are rushing into the market, providing organizations with the ability to tap into this wider information base in order to make sounder strategic and prompter operational decisions.”

By 2015, 65 percent of packaged analytic applications with advanced analytics will come embedded with Hadoop.

Organizations realize the strength that Hadoop-powered analysis brings to big data programs, particularly for analyzing poorly structured data, text, behavior analysis and time-based queries. While IT organizations conduct trials over the next few years, especially with Hadoop-enabled database management system (DBMS) products and appliances, application providers will go one step further and embed purpose-built, Hadoop-based analysis functions within packaged applications. The trend is most noticeable so far with cloud-based packaged application offerings, and this will continue.

“Organizations with the people and processes to benefit from new insights will gain a competitive advantage as having the technology packaged reduces operational costs and IT skills requirements, and speeds up the time to value,” said Bill Gassman, research director at Gartner. “Technology providers will benefit by offering a more competitive product that delivers task-specific analytics directly to the intended role, and avoids a competitive situation with internally developed resources.”

Gartner provides more detailed analysis in their report titled "Predicts 2013: Business Intelligence and Analytics Need to Scale Up to Support Explosive Growth in Data Sources.”