In-memory computing is a type of caching that moves data from relatively slow disk storage into server memory where it is closer to the CPU. This eliminates time-consuming disk access and allows faster decision-making. The data can then be analyzed in almost real-time. For example, a retailer can examine a shopper's online behavior, look at past purchasing and generate real-time offers that might drive more sales opportunities. Cearley pointed out the crowded and fragmented market is slowly converging.