SQL Server has had the Data Compression feature for a while, ever since the version 2008, so it is hardly a new thing. However as it has been Enterprise Edition feature until SQL Server 2016 Service Pack 1, it is not something you see employed very often. Technically speaking, you could also compress data before 2008 by using NTFS file level compression on a read only data. However with the implementation of SQL Server Data Compression you could now do it inside the database on a page or a row level.
I was reading this blog post by Thomas LaRock (@SQLRockstar) about a database design mistakes and I’ll warmly recommend that anyone who is involved with database design should read it as well. It also got me into thinking about one database design issue which, in my opinion, is not taken into consideration often enough; Database Administration.