Was tipped via this article. Firebase to be the next thing. Promising, in its a tempo development; seems to be one element of what the world needs right now in terms of moving forward, innovation. Though maybe it may remain out of sight for most consumers, businesses may build a whole new, upgraded set of tools for users on top of this data handling platform.
And be better at using your data than just flat invasive (sic) analysis. The battle field will be compliance with (new) EU privacy regulations. E.g., re transparency of the controllers and processors; that will be a tad more difficult to pull off than now.
Though entirely your opinion on this development now being in the hands of Big G.