With ever increasing data and greater analytics requirements, a new breed of databases is becoming popular - column-based databases. Some popular real world examples of column based DBs are - Sybase IQ, Vertica, and to some degree, Infobright - MySQL's column based storage engine. These databases store data "column-wise" in pages instead of "row-wise". This re-orientation claims to provide significant advantages over row-based storage for read type analytics queries. In my talk, I will discuss the technicalities, benefits and motivating use-cases for column-based databases. We shall also see why more indexing or partitioning in a row-based storage won't achieve the same effect.