I posted this article today on Forbes.com: http://www.forbes.com/sites/danwoods/2013/08/12/why-data-first-development-rapidly-fills-application-whitespace/
I argue that we should build on what users do to solve their own problems, that is use spreadsheets as a start and build from there. This data first approach is very natural, although at scale it leads to a mess.
In the article I compare it to the process first approach that was advocated by the BPX community. This approach requires a talented designer.
I would love to get some ideas about ways that large SAP shops are filling whitespace with application development techniques that are data first.
One other question: What parts of the BOBJ portfolio could play a role?