"Salesforce has been telling them that they can set up a Hadoop warehouse on the Heroku platform in about three minutes. You can take all that in and then ask how you can use it all to enrich the driver."

However, Coffee did admit that this isn't Salesforce's market for the taking just yet.

He said: "The challenge is what the challenge always is for people entering a new market, people looking you up and down and saying 'who are you?' They will say 'we have been buying our automotive industry specific CRM from this company for years, what have you got to offer?'"

"Well for one thing Salesforce isn't a calcified model of the last thirty years of how to do CRM in the auto industry, we are how to do it tomorrow."

, it was revealed that the National Health Service in the UK is in talks with the US government about how best to open up its public data for re-use.