NorthScale, Inc., a Silicon Valley software startup, on Tuesday introduced a new generation of elastic data infrastructure software, optimized for the data management requirements of modern web applications and cloud computing environments. The company was founded by leaders of the memcached open source project - a data infrastructure technology at the core of 18 of the top 20 most heavily trafficked websites, and thousands of others. Building on this foundation, the NorthScale Server family of products represents a new class of data management technology offering substantial cost, performance and scalability advantages over relational database technology, for the vast majority of data associated with web applications.

"Zynga's FarmVille, Cafe World, Mafia Wars and other games have over 235 million active users per month. We rely on technology from NorthScale to make that possible," said Cadir Lee, Chief Technology Officer at Zynga. "As long-time users and members of the memcached community, we have tremendous respect for the team at NorthScale. Our internal development work to extend memcached clearly matched with their vision and we've worked closely with the team through the development of NorthScale Membase Server. We expect to improve the performance and availability of our games while reducing hardware and administration costs as we continue to transition data from relational databases to NorthScale Membase technology."

Today, web applications generate data at volumes far exceeding any other category of interactive software system, and for a much larger base of users. Much of this data, and the interaction patterns between software and data, differ fundamentally from those of transactional software systems such as payroll and ERP. In spite of the differences, relational database technology continues to be used as a "one size fits all" approach for both classes of software.