Mobile Analytics (Mobile BI) - A Game Changer

Mobile Analytics – A Synthesis of Generally Available Research on Market Opportunity Jitender Aswani, SAP Business Analytics March 2011

2

A. Summary

B. Enterprise Mobility Mega Trends & Mobile Analytics

(Mobile BI) Market

C. Market Opportunity

D. Competitive Landscape

E. Appendix

A. Mobile Analytics (Re)Defined

B. Mobility Market and Eight Mega Trends

C. Competitive Assessment

3

Big Data - According to IDC, data is doubling every two years and is expected to reach 1.8

ZB (a trillion GB) in 2011.

Eight mobility related mega trends are locked in a virtuous cycle and will be the bedrock

for growth and adoption of Mobile BI solutions and for the overall Enterprise Mobility.

Mobile BI market could grow at 20% plus CAGR over the next 5 years and could likely

become over a $2 billion market by 2015.

According to Gartner, more than 33% of Analytics will be consumed using mobile

devices, a prediction well supported by the 8 mobility related mega trends discussed here.

Therefore, by 2015 more than 15% of Analytics revenues could come from Mobile

Analytics solutions. This should be a serious strategic priority for every Analytics vendor if

not already.

Advanced Analytics for Mobile Consumers is growing as computing power and form

factor of mobile devices change rapidly.

Shift to “active production model” from a “passive consumption model” is expected to

happen allowing mobile business users to assemble dashboards and produce/edit reports on

the go.

Mobile Analytics – A solid market opportunity

4

Mobile Analytics Definition, Functionality Desired and

Perceived Benefits

Information at the fingertips

“Must-have” business intelligence solutions available for all mobile devices

Mobile Analytics

(BI) Vision

View Charts & Reports

Alerts & Events

Dashboard (KPI

Monitoring)

Data Selection Filtering

Drill Down Navigation

Dashboard Assembly

Guided Analysis

Drag and Drop

Navigation

1 2

3 4

5 6

7 8

Fu

ncti

on

al R

eq

uir

em

en

ts

Planned

Functionality

Better and informed decisions

Visible business performance –

mobile visual dashboards

Agile – gain competitive edge

and respond faster

Collaboration & better time

utilization

Increased customer satisfaction

Business

Benefits for

Customers

5

Why Now? ─ Enterprise Mobility Market: Trends and

Predictions

Mobile

Predictions

Mobile

Trends

By 2013, 33 percent of BI functionality will be consumed via handheld devices.[1]

[1] Gartner , January 2011

*See Appendix B for trend analysis,

market sizing and sources.

6

Mobile Analytics Market Opportunity

The size of Mobile BI market is expected to be between $600M and $2.1B in 2015 with CAGRs of 8% and

39% respectively. [1]

Mobile BI revenues could represent 15% of BI revenues by 2015.[1]

Note:

1. The estimated market opportunity is based on proprietary models using IDC data, CAGR for 8 mega trends discussed above, the relative growth sizes of traditional application

market and BI market and other assumptions. Assumptions are subjected to revisions based on validations hence the market size estimates can change.

7

Mobile BI Market: Competitive Landscape as of 2011

Frontrunners /

Leaders

Established

Vendors Emerging

*See Appendix for detailed competitive analysis

8

Appendix ‒ Mobile Analytics (Re)Defined

9

The Mobile BI market and potential customers desire

advanced Mobile BI solutions…

Targeted BI Content for “passive consumption” for most business users


Alerts & Events

Dashboard (KPI

Monitoring)

Search and Exploration ─ Interactive and advanced features for sophisticated users



Production Model and Advanced Analytics for advanced users

Dashboard Assembly

Guided Analysis

Drag and Drop

Navigation

According to the research reports, enterprise customers desire a large set of functionality in the form of

Mobile BI solutions from BI vendors.[1]

The Mobile BI offering should be tiered to suit the need and the sophistication level of the business users.

The passive consumption model consisting of most basic functional requirements has been in existence and

will continue to drive the Mobile BI consumption.

The Search and Exploration and the Production / Advanced Analytics models are the two upcoming Mobile BI

frontiers that will increase the value and the impact of Mobile BI solutions.


Alerts & Events

Dashboard (KPI

Monitoring)



Dashboard Assembly

Guided Analysis

Drag and Drop

Navigation

1 2

3 4

5 6

7 8

Tie

r 1

Tier 3

Tie

r 2

Source: Mobile Business Intelligence Market Study, Dresner Advisory Services, September 2010.

10

Perceived Benefits – Mobile Analytics (Mobile BI) Market

Better decisions – Executives on the move and in the field can make better informed

decisions as they have all the relevant information at their fingertips

Visible business performance – You can make business performance visible by using mobile

visual dashboards. Users will be able to monitor business processes and performance at a

glance, and also be able to drill down to view details and do further analysis.

Better time utilization – Mobile executives will be able to use their time more effectively if they

are empowered to perform productive work when they are in customer's office, or at a branch or

just before meetings or at the airport.

Agility – Having relevant information at your fingertips helps you identify trends and

opportunities early and helps you gain a competitive edge. Mobile executives will be able to

respond faster to situations that require their attention.

Collaboration – Mobile executives will be available to and connected with other key decision

makers 24/7.

Customer satisfaction – Mobile executives will have details of the entire customer account

when visiting a customer location. This will enable them to offer more appropriate solutions to

customer problems and increase customer satisfaction.

11

Appendix ‒ Mobility Market and Eight Mega Trends

12

Eight mega trends are increasingly becoming enablers for

wider adoption of Mobile Analytics and Enterprise Mobility

in general…

Mobile

Analytics

Traditional BI Solutions

Continued Momentum in

Mobile Business Email

Growth in Mobile

Business Workers

Smartphone and Tablet

Revolution

Mobile Enterprise

Application Platform

Spending to Grow

1

2

3

4

Mobile Infrastructure

Spending to Grow

Strong Demand for Mobile

Security Solutions

Mobile App Market Set to

Explode

Cloud Services Revenue

to Triple

5

6

7

8

13

These eight mega mobility trends present large

opportunities and provide strong catalysts for growth in

Mobile BI…

Explosion in

Smartphone

Devices

Shipments of business use (corporate liable and individual liable) mobile devices to experience a five-year CAGR of 25% to reach 165.6 million units by 2014.[1]

1

Mobile Worker

Population Set

to Grow

The world's mobile worker population will pass the one billion mark this year and grow to nearly 1.2 billion people – more than a third of the world's workforce – by 2013.[2]

2

Mobile

Business Email

to Grow to $1

billion

Mobile Email Business market to increase to $937.6 million in 2014, representing a CAGR of 13.2%. Number of business mobile email subscribers to reach 255.6 million in 2014, representing a CAGR of 36.4%.[3]

3

MEAP

Spending to

Grow at 12%

CAGR

The worldwide spending on Mobile Enterprise Application Platform (MEAP) to increase from $1B in 2010 to $1.7B in 2015.[4]

4

1. Worldwide Business Users Smartphone 2010-2014 Forecast and Analysis, IDC, September 2010.

2. More Than One Billion Mobile Workers Worldwide by Year's End, IDC, February 2010.

3. Worldwide Business Mobile Email 2010-2014 Forecast and 2009 Vendor Share, IDC, August 2010.

4. Worldwide Mobile Enterprise Application Platform (Formerly Mobile Middleware) 2010–2014 Forecast and 2009 Vendor Shares, IDC, November 2010.

14

Eight mega mobility related trends (cont‟d)…

High Demand

for Mobile

Security

Solutions

The worldwide demand for mobile security solutions will rise from $1.6 billion in 2010 to $3.1 billion in 2015.[3]

6

Mobile App

Market Set to

Explode

According to Gartner, Mobile App market is set to grow four fold by 2013 and will generate $30 billion in annual revenues with 22 billion annual apps download.[1]

7

Mobile

Infrastructure

Spending Set

to Rise

The worldwide wireless spending, driven by the WiMax and Long Term Evolution flavors of 4G, will generate $40.3 billion in 2011 and will be a $44 billion market in 2015.[2]

5

Cloud Services

Revenue to Hit

$150billion Mark

The worldwide spending on Cloud Services (SaaS, PaaS, IaaS) to increase from $68 billion in 2010 to $149 billion in 2014.[1[]

8 Cloud Services

Revenue to Hit

$150 billion

Mark

The worldwide spending on Cloud Services (SaaS, PaaS, IaaS) to increase from $68 billion in 2010 to $149 billion in 2014.[1[]

8

[1] Wireless Infrastructure Spending to Rise in 2011 as 4G Deployment Starts, iSuppli, July 2010., [2] Worldwide Mobile Security 2010-2014 Forecast and Analysis, IDC, March 2010.

[3] Gartner Says Consumers Will Spend $6.2 Billion in Mobile Application Stores in 2010, Gartner, January 2010. [4] Gartner Says Worldwide Cloud Services Market to Surpass $68 Billion in 2010, Gartner, June 2010.

15

Mobility Related Uber Trends – Opportunity Size

Worldwide annual mobile phone shipments to

increase at CAGR of 4% from 1.3B in 2010 to

1.7B in 2015 with most of the growth coming

from outside of NA, Japan and EMEA. (Source:

Worldwide Mobile Phone 2010-2014 Forecast Update, IDC, September

2010.)

Worldwide mobile voice and data revenue will exceed one trillion dollars a year by 2014, according to Gartner, Inc.

Mobile will generate revenue from a wide range of additional services such as context, advertising, application and service

sales, and so on. Each of these will be a significant business worth several tens of billions of dollars per year. (Source: Gartner

Says Mobility will be a Trillion Dollar Business by 2014, October 21, 2010)

16

Mobility Related Uber Trends (Cont‟d)

Worldwide combined shipments of business

use (corporate liable and individual liable)

mobile devices to experience a five-year

compound annual growth rate (CAGR) of

24.9% to reach 165.6 million units shipped by

2014. (Source: Worldwide Business Users Smartphone 2010-

2014 Forecast and Analysis, IDC, September 2010.)


Worldwide wireless spending, driven by the

WiMax and Long Term Evolution flavors of 4G,

will generate $40.3 billion in 2011 and will reach

$44B in 2015. (Source: Wireless Infrastructure Spending to Rise

in 2011 as 4G Deployment Starts, iSuppli, August 2010.)

17


Mobile Business Email market is expected to

increase to $937.6 million in 2014, representing

a compound annual growth rate (CAGR) of

13.2%. The number of business mobile email

subscribers to reach 255.6 million in 2014,

representing a CAGR of 36.4%. (Source: Worldwide

Business Mobile Email 2010-2014 Forecast and 2009 Vendor Share,

IDC, August 2010)

The mobile enterprise application platform

(MEAP) market is expected to increase to $1.5

billion in 2014, representing a compound

annual growth rate (CAGR) of 11.5%. (Source:

Worldwide Mobile Enterprise Application Platform (MEAP) 2010-2014

Forecast and 2009 Vendor Shares, IDC, November 2010)

18


Worldwide mobile security licenses are

expected to increase at a compound annual

growth rate (CAGR) of 15.1% to $2.7 billion

by 2014 from $1.3 billion in 2009. (Source:

Worldwide Mobile Security 2010-2014 Forecast and Analysis, IDC,

March 2010.)

According to Gartner, Mobile App market is

set to grow four fold by 2013 and will generate

$30 billion in annual revenues with 22 billion

in annual apps download. (Source: Gartner Says

Consumers Will Spend $6.2 Billion in Mobile Application Stores in

2010, Gartner, January 2010.)

19

Other Mobile Analytics (BI) Related Trends and

Predictions

Heterogeneous

Devices Are

Accepted

Device Management

Software Going

Mainstream

Reduced

Dependence on IT

for Business Apps

SIM & Advanced

Analytics Go Viral

Mobile Search

Becomes Intuitive

Enterprise Mobility

in the Cloud to

Grow

Heterogeneous device environments becoming main stream at many enterprise

firms today as they cut costs and embrace individual-liable user model. [1]

Mobile device management solutions increasingly becoming available.[1]

Increasingly reducing dependency on IT as business users can download corporate

apps directly from public or private app store increases. [1]

High computing mobile devices will accelerate the uptake of mobile SIM.[2]

Mobile Search will graduate from the clumsy to the mainstream as super

smartphone devices propel interfaces better attuned to users on the go.[3]

Enterprise mobility in the cloud continues to grow as customers (including large

enterprise customers) adopt cloud-based computing. Although on-premise

solutions for mobility continue to be a significant delivery model, IDC expects

businesses to deploy a growing number of mobile solutions with lower entry costs

and easier-to-manage offerings on a per user/month model.[4] 1. Worldwide Business Mobile Email 2010-2014 Forecast and 2009 Vendor Share, IDC, August 2010.

2. Worldwide Spatial Information Management Software 2010-2014 Forecast and 2009 Vendor Share, IDC, September 2010.

3. Search and Text Analytics - Top 10 Predictions, IDC, January 2010.

4. Gartner Says Worldwide Cloud Services Market to Surpass $68 Billion in 2010, Gartner, June 2010.

20

Appendix ‒ Competitive Assessment

21

MicroStrategy: Simple Messaging, Fast-to-market,

Attractive Positioning and Free (Drug-Dealer Model)

Multi-Device

Strategy


4


5

Dashboard Assembly

6

Guided Analysis

7

Drag and Drop

Navigation

8

Dashboard (KPI Monitoring)

3

Alerts & Events

2

View

Charts &

Reports

1

Design,

Develop and

Maintain Apps

Free

Introductory

Suite

Attractive

Messaging

Sim

ple

an

d F

ree

22

QlikTech: Simple Messaging, Fast-to-market, Attractive

Positioning

Multi-Device

Strategy


4


5

Dashboard Assembly

6

Guided Analysis

7

Drag and Drop

Navigation

8


3

Alerts & Events

2

View

Charts &

Reports

1

Interactive

Dashboards

and Data

Analysis

Simple

Messaging and

Attractive

Pricing

Sim

ple

23

Tableau : Emerging Mobile Threat – Simple yet classy, fast

with modern look & feel


4


5

Dashboard Assembly

6

Guided Analysis

7

Drag and Drop

Navigation

8


3

Alerts & Events

2

View

Charts &

Reports

1

Sim

ple

bu

t le

ss a

pp

eali

ng

Device

Agnostic (No

native clients)

Browser based

and requires

Desktop for

modifications

24

Tibco Spotfire – Aggressive Messaging and Marketing for

Analytics on iPad


4


5

Dashboard Assembly

6

Guided Analysis

7

Drag and Drop

Navigation

8


3

Alerts & Events

2

View

Charts &

Reports

1

Multi

Device

Strategy

(Pure

Browser

Based)

Aggress

ive

messagi

ng and

Marketi

ng Ag

gre

ss

ive

Me

ss

ag

ing

Web-based

interactive

Dashboards

and Rapid

Ad-hoc

Analysis

Multi

Dimensional

View and

Specific

Metric

Analysis

25

Actuate: BIRT Mobile - Detailed Messaging, Exuberant

Device Strategy, Strategic Partner Relation with Webalo‟s

Web Services.

Multi-Device

Strategy

Dashboard and

Consolidated

Report Viewing

Free App for

iOS Devices

and BlackBerry

Detailed and

Well defined

Messaging

We

ll D

efi

ne

d a

nd

In

form

ati

ve


4


5

Dashboard Assembly

6

Guided Analysis

7

Drag and Drop

Navigation

8


3

Alerts & Events

2

View

Charts &

Reports

1

Open Source,

Easy-to-Navigate

and Informative

BIRT Mobile Viewer for

iPhone BIRT Interactive Report

Viewer

26

Information Builders: WebFOCUS Mobile Favorites –

Simple and Cost Effective

Multi-Device

Strategy

(Pure

Browser

Based)


4


5

Dashboard Assembly

6

Guided Analysis

7

Drag and Drop

Navigation

8


3

Alerts & Events

2

View

Charts &

Reports

1

Self-

Contained,

Interactive

Reports and

Dashboards

Device

Agnostic

and Cost-

Effective

Content

Delivered

in User „s

Preferred

Format

Sim

ple

an

d C

os

t E

ffe

cti

ve

27

Birst, Inc. – End-to-End BI Suite build for the Cloud.

Multi-Device

Strategy

(Pure

Browser

Based)


4


5

Dashboard Assembly

6

Guided Analysis

7

Drag and Drop

Navigation

8


3

Alerts & Events

2

View

Charts &

Reports

1

Dashboards

that contain

Ad-Hoc

Reporting

and Analysis

Free Trial

Offering

The first

comprehens

ive BI suite,

delivered in

the Cloud.

Sim

ple

an

d F

ree

to

try

28

Jaspersoft Corporation BI v3.7 – Rich, Expressive,

Sophisticated and Free to Try.

Multi-Device

Strategy

(Pure

Browser

Based)


4


5

Dashboard Assembly

6

Guided Analysis

7

Drag and Drop

Navigation

8


3

Alerts & Events

2

View

Charts &

Reports

1

Open Source

BI with Flash

Based Charts

and Maps for

Advanced

Reporting

Very

Expressive

and Well

Detailed

Messaging

Ric

h C

on

ten

t a

nd

Fre

e t

o t

ry

Free 30 Day

Trial

29

Pentaho BI Enterprise Edition v3.6 – Excellent Mobile BI

Features/Functions and Simple Messaging.


4


5

Dashboard Assembly

6

Guided Analysis

7

Drag and Drop

Navigation

8


3

Alerts & Events

2

View

Charts &

Reports

1

Browser

Access

on iPad

Plain

and

Simple

Messag

ing

Pla

in a

nd

Sim

ple

Web-based

Ad Hoc

Query and

Reporting

for Business

Users

Multi

Dimensional

View and

Specific Metric

Analysis

Thank you! Jitender Aswani, SAP Business Analytics March 2011

Mobile Analytics (Mobile BI) - A Game Changer

Business

Transcript of Mobile Analytics (Mobile BI) - A Game Changer