Schema on read
Schema on read works on a different principle and is more common in the Big Data world. The data is not transformed in any way when it is stored, the data store acts as a big bucket.
The modelling of the data only occurs when the data is read. Map/Reduce is the clearest example, the mapping is the understanding of the data structure. Hadoop is a large distributed file system, which is very good at storing large volumes of data, this is potential. It is only the mapping of this data that provides value, this is done when the data is read, not written.