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Transcript of Micro Strategy Mobile KIt
Essential Resources for Mobile Business Intelligence
The Mobile BI KitEssential Resources for Mobile Business Intelligence
MOBILE INTELLIGENCE
CONTENTS
The Convergence of Mobile Technology and Business Intelligence A white paper detailing how new innovations in mobile technology will change the way people consume BI,
dramatically expanding its impact and value for every organization.
Dresner Advisory Services Mobile Business Intelligence Market Survey A comprehensive third party survey of the mobile business intelligence interest and adoption by Dresner
Advisory Services.
MicroStrategy Mobile Brochure A visual tour through MicroStrategy Mobile, with essential information on the product and the impact of
mobile business intelligence.
The Mobile Strategy Survey Summary results from MicroStrategy’s survey on mobile application strategy, with responses from over 4000
executives and businesspeople across a wide variety of industry categories.
Mobile Security White Paper A detailed look at the security considerations that arise in mobile business intelligence applications, along with
MicroStrategy Mobile’s security approach.
Mobile QuickStrike Brochure Details about MicroStrategy’s remarkable QuickStrike program -- which delivers a customized mobile app for
your company in just 10 days.
The New Era of Mobile Intelligence: THE CONVERGENCE OF MOBILE COMPUTING AND BUSINESS INTELLIGENCE
A REVOLUTION IN INFORMATION DISSEMINATION AND CONSUMPTION
Computing is entering its fifth generation with desktop Internet applications giving way to a new generation of Mobile Internet applications. The use of the Internet on smartphones and other mobile devices has changed the way people communicate and consume information, creating an exponential rise in the acceptance, adoption, and usage of data. With the ability to access information at any time, in any location, on a hand-held device, consumers can now make more and more decisions quickly and easily.
As consumers capitalize on the power of mobile devices, the same transformation is occurring in business. Business applications that were mildly successful when used on a desktop, have suddenly become highly effective and valuable when consumed on the go, whenever and wherever business is conducted.
Mobile business information access will likely eclipse desktop information access in the near future, leading to a new era of Mobile Intelligence. The convergence of business information and analytics with mobile technology is empowering business people in a way that was never possible, until now. Mobile Intelligence delivered through smartphones and other mobile devices has the potential to revolutionize business processes across every industry.
Mobile Computing: The 5th Major Technology Cycle of the Last Half CenturySince the 1960s, there have been four major cycles of computing: mainframes, mini computing, personal computing, and desktop computing. Mobile computing, the 5th technology cycle, is predicted to have a far greater impact and adoption than any of the previous cycles.
Today’s mobile computing is best epitomized by use of the Internet on smartphone devices, including the Apple iPhone, Google Nexus One, and RIM BlackBerry. Smartphones are exploding in popularity and technical capabilities. The adoption rate of smartphones is far outpacing previously observed adoption rates of Internet or desktop-based technologies. The reasons are simple: these mobile devices provide constant connectivity and are convenient to carry, extremely powerful, and easy and fun
MainframeComputing
MiniComputing
PersonalComputing
DesktopIntelligence
WebIntelligence
MobileIntelligence
DesktopInternet
Computing
MobileInternet
Computing
Figure 1. The Mobile Internet is the 5th major technology cycle of the last half century
to use. Unique capabilities aside, the number of people that can carry a smartphone is significantly greater than the number of people that take a laptop with them when away from the office.
Mobile computing will further expand its footprint with the arrival and adoption of mobile tablet devices. Static, at-your-desk computing using a mouse and a keyboard is quickly becoming outdated. Almost everything about today’s computers, for the majority of daily tasks, is obsolete. The future is mobile computing on light-weight, connected devices that use a Natural User Interface (NUI) and deliver information and applications in the palm of your hand.
Mobile Information and Mobile ApplicationsMobile Intelligence is poised to revolutionize the way organizations deliver, consume, and act on information. Carrying stacks of business reports to meetings and conferences no longer provides the depth of insight needed for timely, smart decision-making. Without convenient access to business information, actions are postponed until workers return to their desks, introducing organization-wide bottlenecks and delays. These restrictions and delays are erased with Mobile Intelligence, which allows heuristic analysis and decision-making wherever a decision is required.
Decision Sweet Spot – Decision sweet spots are locations such as the aisle in a store, the line in a factory, or the warehouse floor. Business people need to be able to make data-driven decisions in the sweet spot, rather than delay due to a lack of information.
Decision Window of Opportunity – Decisions have a window of opportunity when a choice or action can be made to maximize the impact. The longer it takes someone to get to the information and completely evaluate the situation, the greater the chance of missing the opportunity. This delay could result in the loss of a sale or even a customer.
Increasing the Velocity of the TransactionThe convergence of business information and analytics with mobile technology is empowering more and more people to make hands-on, immediate decisions. Users can sift through enormous volumes of data on their handheld devices and convert this data into actionable insight.
In less than a few seconds, whether in a noisy restaurant, an airport terminal, an aisle of a retail store, or a conference room, information is accessible without sitting down and finding a place to plug in a laptop.
Rapid decision-making is key to accelerating the profitability of business. In today’s fast-changing, competitive business environment, it is imperative to provide immediate answers to both internal and external customers. With Mobile Intelligence, decision makers now have the power to make these decisions immediately.
60iPhone +
iTouchNetscape
NTT iMode
AOLSub
scri
ber
s M
M
Quarters Since Launch
Q1 Q3 Q5 Q7 Q9Q11 Q13 Q15 Q17 Q19
50
40
30
20
10
0
25Mil
57Mil
11Mil
7Mil
Source: Morgan Stanley, The Mobile Internet Report
Fig 2. The Mobile Internet has outpaced desktop Internet adoption. Compared nine quarters after launch, the number of iPhone and iPod Touch users is 8 times as large as the number of AOL users.
Mobile Intelligence is 400 Times More Powerful than Desktop Internet Intelligence
The revolutionary impact of Mobile Intelligence is evidenced by three major drivers.
Driver Number 1: Mobile Intelligence Expands the User Population by a Factor of 10
Mobile devices will significantly surpass the impact and number of desktop Internet devices. The range and number of mobile devices is showing explosive growth and the boundaries between these devices is blurring. Mobile computing devices now range from smartphones and NUI-infused tablets to handheld game consoles and fully functional in-car computers. For all their differences, these mobile device types harmonize across themes of connectivity, mobility, and information delivery.
Driver Number 2: Mobile Intelligence Expands Information Opportunities by at Least a Factor of 10
As mobile computing becomes pervasive in both personal and professional lives, people are discovering more and more opportunities to make complete use of these powerful devices. From the moment they wake, they can use applications that not only enhance their personal lives but also make them more productive and effective at work.
The ability to access information at anytime in any location, easily in the palm of your hand, allows immediate decision-making.
A typical retail store manager may spend only a few hours working at a desk. With Mobile Intelligence, the manager can process decisions and analyze the latest information at any hour or location.
Driver Number 3: Mobile Intelligence Expands Personal Query Relevance by a Factor of 4
Today’s mobile computing devices are revolutionizing how information is deposited into applications. Using a keyboard and a mouse is now outdated. A natural user interface allows users to point at what they want, touch where they want to go, and move the
DesktopIntelligence
MobileIntelligence
Information
Opportunities
Every Waking
Second
12am
12pm
6am6pm
ZZzzzz
✓ Run - optimumpace/training
✓ Breakfast – Healthiest choice
✓ Health – Update diet facts
✓ Commute – Next Bus?
✓ @ Bus – Watch News
✓ Email – Review inbox
✓ Meeting – Analyze and share team performance during meeting
✓ Security – Check Global WH security
✓ Work – emails between meetings
✓ Find Friends – Map locations
✓ Weather – Tomorrow
At Desk�3 hours
✓ Dinner – best wines and entrees
✓ @ Dentist – Review AM sales
✓ @ Metro – make reservations
✓ @ Dinner – show times and tickets
✓ @ Movies – Record shows to DVR
✓ @ Store – check WH inventory; re-order
1,000,000
Dev
ices
/ U
sers
(M
M in
Lo
g S
cale
)
Source: Morgan Stanley, The Mobile Internet Report
100,000
10,000
1,000
100
1960
1970
1980
1990
2000
2010
2020
10
1
100MilUnits
1B+Units
10B+Units??Mainframe
Computing
Mini
Computing
Personal
Computing
Desktop
Internet
Computing
Mobile
Internet
Computing
Fig 4. Mobile Intelligence expands information opportunities
Fig 3. Mobile Intelligence will expand the user population
device to indicate how they want to explore the information. Mobile computing devices respond to how users move their fingers and arms, and understand their location, the direction they are moving, and how fast. Mobile devices use these natural actions as inputs. Touch screens dynamically change into convenient input controls to meet the user’s needs, such as a keyboard, a calculator, a map, and a data visualization control. As a result, the user’s inputs are faster and cover a greater range of options, all while being more intuitive. Why enter a house number, street name, city, and zip code when the device can locate the user automatically?
Query speed and query relevance are further enhanced with other rich capabilities such as visual inputs via a camera or audio inputs via a microphone. Technology is playing catch-up and already converts images into data inputs from barcodes, fingertips, fonts, and facial recognition.
The ongoing impact of the evolution in device inputs and natural interfaces is to make applications faster, easier, and more natural to use, leading to greater usage and a higher user adoption rate.
The Impact of Mobile Intelligence will be Greater than what is Currently ImaginableIn the new era of Mobile Intelligence, businesses that presently don’t exist may evolve into industry leaders. Applications that are moderately valuable with the desktop Internet may be billion dollar applications when fully applied to the mobile Internet. The next YouTube or Facebook hasn’t been invented yet, but will be designed as a mobile application. Organizations that stay with today’s desktop-based information distribution models may become obsolete, outpaced by those organizations that choose to thrive on the mobile Internet.
Organizations that embrace Mobile Intelligence will become leaner, faster, smarter decision-making machines resulting in more business, more revenue, and greater competitive advantage.
MicroStrategy 9: Designed to Meet the Challenges of Mobile Intelligence MicroStrategy 9 is well-suited to support the emerging and demanding needs of the new generation of Mobile Intelligence applications. Mobile Intelligence applications demand much faster performance and serve much larger user populations than traditional wired Internet applications. MicroStrategy offers Mobile Business Intelligence capabilities for the Apple iPhone and iPad, the BlackBerry Smartphone, and the Kindle DX, with an architecture that is engineered for the speed and performance required to rapidly deliver information on a mobile device.
COLL-0936 0410
MicroStrategy Incorporated • 1861 International Drive • McLean, VA 22102 • 703 848 8600 • www.microstrategy.com • Copyright ©2010. All rights reserved.
MobilePC
Touch
BarcodeGeo-Location
Voice & Phone
Motion & Orientation
Text Notes
Devices
Visual
es
Fig 5. Mobile Intelligence expands personal query relevance
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 1
Mobile Business Intelligence Market Study
Licensed to MicroStrategy, Inc.
September 8, 2010
Dresner Advisory Services, LLC
www.mobile-bi.study.com
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 2
Disclaimer:
This report should be used for informational purposes only. Vendor and product selections should be made
based on multiple information sources, face-to-face meetings, customer reference checking, product
demonstrations and proof of concept applications.
The information contained in the DAS Mobile Business Intelligence Market Study Report is a summary of the
opinions expressed in the online responses of individuals who chose to respond to our online questionnaire,
and does not represent a scientific sampling of any kind. Dresner Advisory Services, LLC shall not be liable
for the content of the Report, the study results, or for any damages incurred or alleged to be incurred by any
of the companies included in the Report as a result of its content.
Reproduction and distribution of this publication in any form without prior written permission is forbidden.
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 3
Contents Executive Summary ....................................................................................................................................... 6
Overview: ...................................................................................................................................................... 7
About Dresner Advisory Services: ................................................................................................................. 8
Method: ........................................................................................................................................................ 8
Survey Design and Criteria: ........................................................................................................................... 9
Awareness, Recruitment & Data Gathering:............................................................................................... 10
Figure 1 – Respondent Sources ........................................................................................................... 10
Study Demographics: .................................................................................................................................. 11
Figure 2 - Organization Size ................................................................................................................ 11
Figure 3 - Functions Represented ....................................................................................................... 12
Figure 4 - Industries Represented ....................................................................................................... 13
Figure 5 - Geographies Represented .................................................................................................. 14
Organization of Findings: ............................................................................................................................ 15
Analysis of Findings - Overall Sample: ........................................................................................................ 15
Figure 6 - Importance of Mobile Business Intelligence ....................................................................... 15
Figure 7 - Mobile BI Platform Importance .......................................................................................... 16
Figure 8 - Mobile BI Platform Plans..................................................................................................... 17
Figure 9 - Required Integration by Platform ....................................................................................... 18
Figure 10 - Mobile Business Intelligence Features and Functions ...................................................... 19
Figure 11 - Organizational Roles Targeted for Mobile Business Intelligence ..................................... 20
Figure 12 - User Access to Mobile Business Intelligence .................................................................... 21
Figure 13 - Reliance upon Current BI Vendors .................................................................................... 22
Figure 14 - Benefits of Mobile Business Intelligence .......................................................................... 23
Figure 15 - Drawbacks of Mobile Business Intelligence ...................................................................... 24
Cross-Tab Analysis:...................................................................................................................................... 25
The Impact of Geography upon Mobile Business Intelligence ................................................................... 25
Figure 16 - Mobile Business Intelligence Importance by Geography ................................................. 26
The Impact of Geography upon Mobile Business Intelligence Platform Priorities ................................. 26
Figure 17 - Mobile BI Platform Priority by Geography ........................................................................ 27
The Impact of Geography upon Mobile Business Intelligence Deployment Plans ................................. 27
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 4
Figure 18 - Penetration of Mobile Business Intelligence by Geography ............................................. 28
The Impact of Geography upon Mobile Business Intelligence Features and Functions ......................... 29
Figure 19 - Required Mobile BI Features by Geography ..................................................................... 29
The Impact of Geography upon Targeted Mobile Business Intelligence Users ...................................... 30
Figure 20 - Targeted Users of Mobile BI by Geography ...................................................................... 30
The Impact of Geography upon Mobile Business Intelligence Platform Integration ............................. 31
Figure 21 - Platform Integration Requirements by Geography .......................................................... 31
The Impact of Role upon Mobile Business Intelligence .............................................................................. 32
Figure 22 - Importance of Mobile Business Intelligence by Role (IT vs. Non-IT) ................................ 32
The Impact of Role upon Mobile Business Intelligence Platform Plans ................................................. 33
Figure 23 - Mobile Business Intelligence Platform Plans - IT versus Non-IT ....................................... 33
The Impact of Role upon Mobile Business Intelligence Features and Functions ................................... 34
Figure 24 - Mobile Business Intelligence Features: IT versus Non-IT Users........................................ 34
The Impact of Role upon Mobile Business Intelligence User Adoption .................................................. 35
Figure 25 - Mobile Business Intelligence Adoption - IT vs. Non-IT ..................................................... 35
The Impact of Role upon Mobile Business Intelligence Vendor Reliance............................................... 36
Figure 26 - Reliance upon Current Business Intelligence Vendors by Role ........................................ 36
The Impact of Size of Organization upon Mobile Business Intelligence ..................................................... 36
Figure 27 - Importance of Mobile Business Intelligence by Organization Size ................................... 37
The Impact of Size of Organization upon Mobile Business Intelligence Platform Priority ..................... 37
Figure 28 - Mobile Platform Priority by Organization Size.................................................................. 38
The Impact of Size of Organization upon Mobile Business Intelligence Platform Plans ........................ 39
Figure 29 - Mobile Business Intelligence Platform Plans by Organization Size .................................. 39
The Impact of Size of Organization upon Mobile Business Intelligence Platform Integration ............... 40
Figure 30 - Mobile Business Intelligence Platform Integration by Organization Size ......................... 40
The Impact of Size of Organization upon Mobile Business Intelligence Features and Functions .......... 41
Figure 31 - Mobile Business Intelligence Features by Organization Size ............................................ 41
The Impact of Size of Organization upon Targeted Mobile Business Intelligence Users ........................ 42
Figure 32 - Mobile Business Intelligence User Priorities by Organization Size ................................... 42
The Impact of Size of Organization upon Mobile Business Intelligence Penetration ............................. 43
Figure 33 - Mobile Business Intelligence Penetration by Organization Size ....................................... 43
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 5
The Impact of Size of Organization and Reliance on Existing Business Intelligence Vendors ................ 44
Figure 34 - Reliance upon Existing Business Intelligence Vendors by Organization Size .................... 44
Vendor Analysis Section .............................................................................................................................. 45
Importance of Mobile Business Intelligence – Vendors ......................................................................... 46
Figure 35 - Importance of Mobile Business Intelligence to Vendors .................................................. 46
Cross tab Analysis by Vendor Categories ................................................................................................ 47
Importance of Mobile Business Intelligence by Vendor Category.......................................................... 48
Figure 36 - Mobile Business Intelligence Importance by Vendor Category ........................................ 48
Mobile Business Intelligence Platform Priorities by Vendor Category ................................................... 48
Figure 37 - Mobile Business Intelligence Platform Priorities by Vendor Category ............................. 49
Table 1 - Business Intelligence Vendors – Detailed Mobile Business Intelligence Priorities .............. 50
Figure 38 - Mobile Business Intelligence Platform Plans by Vendor Category ................................... 51
Mobile Business Intelligence Features/Functions by Vendor Category ................................................. 52
Figure 39 - Plans for Mobile BI Features by Vendor Category ............................................................ 52
Table 2 - Business Intelligence Vendors – Detailed Mobile BI Features/Functions ............................ 53
Mobile Business Intelligence Current Platform Integration by Vendor Category .................................. 54
Figure 40 - Mobile Business Intelligence Platform Integration by Vendor Category.......................... 54
Table 3 - Business Intelligence Vendor – Detailed Mobile Platform Support/Integration ................. 56
Vendor-Perceived Challenges of Mobile BI ............................................................................................ 57
Mobile Business Intelligence User-Organization Profiles ........................................................................... 59
Profile: GUESS?, Inc. ................................................................................................................................ 59
Profile: The Charmer Sunbelt Group....................................................................................................... 62
Conclusions and Recommendations: .......................................................................................................... 64
Appendix – DAS Mobile BI Market Survey Instrument ............................................................................... 66
Contact Information:................................................................................................................................... 70
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 6
Executive Summary
Based on the data collected and analyzed, Mobile Business Intelligence is
extremely important, will be a key area of investment in coming months and
years, and holds the potential to transform the Business Intelligence market.
RIM Blackberry remains a top priority for Mobile BI, followed by the iPhone. - the
single strongest platform for Mobile BI. This is followed by the iPad, Windows
Mobile and Google Android. While Blackberry has the strongest presence today,
its growth is lowest. In contrast, the iPad, Android and iPhone appear well
positioned for growth as Mobile BI Platforms this and next year.
In more than 50 percent of cases, a browser experience was preferred across all
mobile platforms. Native integration on Apple‟s platforms was significantly higher
than all others
The top three features for Mobile BI include “viewing”, “alerting” and “KPI
Monitoring”. These more passive forms of Business Intelligence should be
considered the minimum requirement for mobile BI offerings.
Executives are the top priority for receiving Mobile BI - followed by “Middle
Managers”, “Board of Directors”, “Line Management” and “Individual
Contributors”.
More than 70% of respondents indicated low penetration - less than 10% of
users currently have access to Mobile BI capabilities. However, their optimistic
outlook for the next two years is striking – with low penetration decreasing to less
than 30% in 12 months and less than 20% in 24 months.
Nearly a third of respondents intend to augment (or abandon) current BI vendors
in support of Mobile BI, but aren‟t sure which they‟ll chose.
The top perceived benefit of Mobile BI is “pervasive access”, while the top
“drawback” is security.
While viewed as important world-wide, North America leads in interest and plans
to implement Mobile BI.
While IT and end users view Mobile BI as a priority, users are far more optimistic
about adoption and are more likely to adopt new vendors in the process
Size of organization was a key determinant in plans for Mobile BI – impacting
platform choices, features, deployment plans, etc. SMEs seem postured to move
more quickly than larger organizations.
Although BI vendors indicate a greater priority for mobile platform support than
users, alignment with user priorities is incomplete and tends to align with major
market categories – i.e., “Titans”, “Established Pure-Plays” and “Emerging
Vendors” – as defined in our Wisdom of Crowds BI Market Study ™, published in
April 2010.
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 7
The DAS Mobile Business Intelligence Study: The Dresner Advisory Services (DAS) Mobile Business Intelligence Market Study was
created as a way to dispel much of the hype surrounding “Mobile BI” – by giving voice to
those using BI solutions and planning for mobile BI deployments.
Our objective: to create a more complete, realistic and balanced perspective for gauging
Mobile BI interest and adoption in the market, which can be used by both consumers
and suppliers of business intelligence technology, for planning purposes.
Overview: Mobile Business Intelligence has been a topic of discussion for a decade or more. While
some “trail-blazer” suppliers offered early solutions, they were little more than “demo-
ware”. This was due to a number of limiting factors. Among them were inadequate
mobile devices, poor infrastructure and a culture that was steeped in the personal
computer (laptops) and corporate networks.
Since that time, a number of multi-function communication devices have emerged which
have gradually changed how we use information – and even how think about
computing. This has been complemented by increasingly robust data communications
to support them (e.g., 3G, Wi-Fi). In 1999 the BlackBerry made its debut making “push”
email and calendar the standard for business users. This was followed by a myriad of
devices – including the Treo and Windows Mobile devices. In 2007, the market was
upset by the launch and subsequent broad adoption of Apple‟s iPhone. This has been
followed by the release of the iPad in 2010. Since Apple and its devices are perceived
as cool and “chic”, consumers have purchased them in droves and have set off a
whirlwind of innovation - injecting tremendous urgency into the market – for mobile
phones and now tablets. As of this writing, Apple has sold more than 3 million iPad
devices in a matter of months and sold more than 600,000 iPhone 4 devices on the first
day of pre-orders.
With the release and positive reception of the Google Android line of phones in 2009
and the impending market-flood of Android tablets, this market has become even more
frenzied. As a result, global information culture is being indelibly altered – making
mobile computing an important and emerging paradigm for users.
With that in mind, it is our belief that we are in the midst of a profound shift in favor of
mobile computing and the mainstreaming of Mobile Business Intelligence. In our
opinion, those that do not recognize and adapt to the shifts afoot will be at a strategic
disadvantage in the market.
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 8
About Dresner Advisory Services: The DAS Mobile Business Intelligence Market Study was conceived, designed and
executed by Dresner Advisory Services, LLC - an independent advisory firm - and
Howard Dresner, its President, Founder and Chief Research Officer.
Howard Dresner is one of the foremost thought leaders in Business Intelligence and
Performance Management, having coined the term “Business Intelligence” in 1989. He
has published two books on the subject, The Performance Management Revolution –
Business Results through Insight and Action (John Wiley & Sons – Nov. 2007) and
Profiles in Performance – Business Intelligence Journeys and the Roadmap for Change
(John Wiley & Sons – Nov. 2009). He lectures at forums around the globe and is often
cited by the business and trade press.
Prior to Dresner Advisory Services, Howard served as Chief Strategy Officer at
Hyperion Solutions and was a Research Fellow at Gartner, where he led its Business
Intelligence research practice for 13 years.
Howard has conducted and directed numerous in-depth primary research studies over
the course of the past fifteen years and is extremely adept in analyzing these markets.
His most recent effort was the widely acclaimed Wisdom of Crowds Business
Intelligence Market Study ™ which was published in April 2010.
Method: Using a straightforward and easy to complete online survey instrument (see appendix)
we focused upon 10 questions concerning mobile BI perceptions, reality and intentions.
The study was opened for input to any valid users with first-hand BI vendor and product
experience.
We also employed a corresponding vendor survey instrument to record supplier
investment plans for mobile BI. Most every relevant BI vendor participated and provided
needed information.
By including both demand and supply-side information we have been able to illustrate
important areas of alignment as well as gaps between the two.
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 9
Survey Design and Criteria: Survey criteria were designed to elicit first-hand and real-world user experience,
perceptions and plans for Mobile Business Intelligence (See Appendix).
Survey questions included the following:
- Level of importance for mobile within BI strategy
- Prioritization of mobile platforms in order of importance to their organization (5
platforms)
- Mobile platforms that are in use versus planned (5 platforms)
- Degree of BI application integration with platform required - (5 platforms & three
levels – SDK, J2ME, Browser)
- Required BI features for mobile BI - (8 feature options)
- Kinds of organizational users which will utilize mobile BI and their priority for
deployment - (8 roles & 3 priorities)
- Percentage of the user population that use/will use mobile BI applications
(current, 12 months, 24 months)
- Reliance upon existing BI vendors to provide mobile capabilities and
identification of alternative vendor for mobile BI.
- Perceived benefits and shortcomings of mobile BI.
In addition, the following demographics were captured:
- Title
- Function
- Industry
- Size of company
- Geography
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 10
Awareness, Recruitment & Data Gathering: To publicize the study and garner support, we aggressively leveraged social media sites
(e.g., Twitter, LinkedIn, our blog), our own DAS community, our website and dedicated
vendor-assigned survey collectors (Figure 1).
Figure 1 – Respondent Sources
After final data quality processing, the total number of respondents in the sample was
184.
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 11
Study Demographics: Our goal was to obtain a balanced base of survey respondents in order to create a truly
representative sample – and thereby more accurately reflecting market sentiment.
In our sample we succeeded in recruiting a balance of small, medium and large
organizations (Figure 2). This has enabled us to provide key insights into the patterns
for Business Intelligence adoption and usage based on organization size.
Figure 2 - Organization Size
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 12
Solid business user (non-IT) representation (34%) allows us to better understand the
business versus IT perspective (Figure 3). We have used this information to create
some specific IT versus business user analyses to compare and contrast the two
groups.
Figure 3 - Functions Represented
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COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 13
We attracted a balance of industries, including strong representation from Technology,
Financial Services, Healthcare, Manufacturing, Retail & Wholesale and Education
(Figure 4):
Figure 4 - Industries Represented
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Strong responses from around the world (Figure 5) have given a broad and more global
perspective to the study. Geographies include:
- Asia-Pacific (7%): Australia, India, Korea
- EMEA (25%):Belgium, Denmark, France, Germany, Ireland, Italy, Norway,
Portugal, Slovenia, South Africa, Spain, Sweden, Switzerland, UAE, United
Kingdom
- Latin America (6%): Brazil, Panama, Uruguay, Venezuela
- North American (62%): 27 US States and Washington DC, 6 Canadian Provinces
Figure 5 - Geographies Represented
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 15
Organization of Findings: In order to get the most value and insight from the analysis of the data collected, we
have organized the findings in the following way: In the first section we address the
overall findings – across the entire sample. This is followed by cross-tab analyses in
areas of greatest contrast. This includes: geography, role (IT vs. Non-IT) and size of
organization. Finally, we have provided a vendor section – based on a corresponding
vendor survey that 18 Business Intelligence vendors completed.
Analysis of Findings - Overall Sample: At the outset, we operated with the basic assumption that there is a fundamental shift
afoot in Business Intelligence, which is driven by mobile computing. Accordingly, we
decided to begin this study by asking respondents how important mobile computing is to
their BI initiatives and plans.
Figure 6 - Importance of Mobile Business Intelligence
Critically Important
17%
Very Important35%
Somewhat Important
37%
Not Important11%
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
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As indicated in Figure 6, fifty-two percent of respondents believe that mobile business
intelligence is either critical (17%) or very important (35%). This supports our initial
assumption and creates the foundation for the rest of this study – namely that Mobile
Business Intelligence is important and will be a key area of focus in the coming months
and years. We believe that this will drive increasing investment on the part of hardware
and software suppliers, increasing competition and choice for organizations seeking to
include Mobile Business Intelligence capabilities.
With that in mind, it was important to learn which mobile platforms were at the forefront
of user priority (and investment). Although there were a few respondents that mentioned
Palm and Nokia (Symbian), the great majority specified one of five major mobile
platforms: Apple iPhone and iPad, Google Android, RIM Blackberry, and Windows
Mobile. For each of these mobile platforms we asked respondents to place them in
priority order: first through fifth.
Figure 7 - Mobile BI Platform Importance Multiple responses allowed
As specified above in Figure 7, in overall sample, RIM Blackberry remains the top
priority for Mobile BI, followed by the iPhone. However, when looking at the combination
44.0% 39.8%
20.8%15.3% 10.8%
22.6% 33.1%
20.1%19.7%
15.1%
20.10% 11.40%
20.10%
16.10%28.10%
5.0% 9.0%
15.4%
16.1%
32.4%
8.2% 6.6%
23.5%32.8%
13.7%
BlackBerry iPhone iPad Window Mobile Android
1st 2nd 3rd 4th 5th
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
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of 1st and 2nd priorities together, the iPhone stands out as the single strongest platform
for Mobile BI. This is followed by the iPad, Windows Mobile and Google Android. It
should also be noted that Windows Mobile was the top choice as the 5th priority platform
and Android the top 3rd priority – giving it “dark horse” status.
If we go a level deeper and ask actual implementation plans, we start to see an
emerging picture of which platforms are potentially growing, vis-à-vis Business
Intelligence, which are stable and which may shrink over the course of the next year or
so. In Figure 8, we can see that while Blackberry has the strongest presence today, its
growth is the single lowest – suggesting an emerging “legacy” status. In contrast, the
iPad, Android and iPhone appear to be well positioned for growth as Mobile BI
Platforms this and next year. And, perhaps due to the release of Windows Mobile 7,
respondents indicate that Microsoft might see a Mobile BI boost next year, but not this
year. It should also be noted that, in our opinion, a flood of tablet computing offerings is
not far off. Android tablets from Cisco Systems, Samsung, Toshiba, Viewsonic and
others have recently been announced. And, RIM is rumored to preparing a Blackberry
OS-based tablet, which has been referred to as the “Black Tablet”.
Figure 8 - Mobile BI Platform Plans Multiple responses allowed
78.1%
58.2%65.0%
41.0%
25.7%
13.1%
27.6%8.8%
24.4%
39.8%
8.8%14.2%
26.3%34.6% 34.5%
BlackBerry iPhone Window Mobile Android iPad
In Use Planned - This Year Planned - Next Year
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
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Given the importance of Mobile BI, we were interested to learn about the requirement
for integration. Specifically, we wanted to know whether respondents were expecting a
browser experience, a Java experience (J2ME) or native (SDK) integration.
In Figure 9 we see that, in more than 50 percent of cases, a browser experience was
preferred across all mobile platforms. However, the requirement for native integration
on the Apple platforms was significantly higher than any of the others. Although native
applications often offer a better user experience, some of this requirement must be
attributed to Apple‟s strong third party developer program and it‟s SDK. The other three
platforms had less of a requirement for native integration, but a higher requirement for
Java. This should not come as a surprise for the Android platform, which is based on
open-source and Linux. One “wild card” when discussing integration is HTML 5.0,
which is advocated by Apple (among others) and promises to produce a more “native”
experience through the browser. As HTML 5.0 unfolds, it may have an impact on
integration requirements. However, HTML 5.0 is still emerging and its impact is still
somewhat unclear as of this writing.
Figure 9 - Required Integration by Platform Multiple responses allowed
42%37%
22% 25% 22%
11%12%
21%20%
16%
47%51%
56% 55%62%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
iPad iPhone BlackBerry Droid Windows Mobile
Native Java Browser
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 19
With an understanding of platform priorities and integration, we next asked what sort of
BI functionality would be important.
Here we offered eight different features/functions to choose from ranging from very
basic functionality (e.g., viewing) to advanced capabilities (e.g., dashboard assembly
from components). Not surprisingly, the top three requirements were more basic in
nature - “viewing”, “alerting” and “KPI Monitoring”. These more passive forms of
Business Intelligence should be considered the minimum requirement for mobile BI
offerings.
The next tier of Mobile BI Feature/Function requirements are: “Data selection filtering”
and “Drill down navigation”. These more advanced and interactive features typically
correspond to more sophisticated users.
Figure 10 - Mobile Business Intelligence Features and Functions
48% 47%41%
29%21%
15% 13% 12%
38% 37%41%
41%
39%
30% 32%23%
12% 12% 16%
21%31%
31%38%
37%
1% 4% 2%9% 9%
25%17%
27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Critical Important Somewhat Important Not Important
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 20
And, finally, the least demanded features/functions are: “Dashboard assembly from
components”, “Guided analysis” and “Drag and drop navigation”.
Next, we asked which users within organizations would be the target for Mobile
Business Intelligence efforts. As with previous questions, we asked respondents to
prioritize these potential users as either “primary”, “secondary” or “tertiary”.
As expected, executives land in first place as the single most importance recipients of
Mobile BI capabilities (See Figure 11). After that requirement, it‟s a “toss up” between
“Middle Managers”, “Board of Directors”, “Line Management” and “Individual
Contributors”.
As we explore some of the crosstab analyses, we‟ll see that these priorities shift
somewhat, based on geography, etc.
Figure 11 - Organizational Roles Targeted for Mobile Business Intelligence
79%
50% 48%40%
35%29%
8%
14%
45%
21%46%
38%
17%
23%
7% 6%
30%
14%
27%
54%
69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Executives Middle Managers
Board of Directors
Line Managers
Individual Contributors
and Professionals
Customers Suppliers
Primary Secondary Tertiary
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To further understand organizations‟ plans surrounding Mobile Business Intelligence,
we asked them to indicate the expected penetration of usage within their organizations
over the next 24 months.
Figure 12 - User Access to Mobile Business Intelligence
In Figure 12 we see that the vast majority (>70%) of respondents indicated that less
than 10% of users currently have access to Mobile BI capabilities. However, their
optimistic outlook for the next two years is striking – with over 30% suggesting that
usage will increase to between 11 – 20% and over 30% indicating usage over 21% in
the next year. Even more impressive is that over 50% indicate expected penetration of
over 21% and 30% indicating 41% penetration in 24 months. While these organizations
may fall somewhat short of these goals, their intent to deliver Mobile BI broadly is
unmistakable.
74%
29%
16%
9%
36%
27%
9%
20%
26%
5%
6%
22%
3%8% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Today In 12 Months In 24 Months
Under 10% 11-20% 21-40% 41-60% More than 60%
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COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 22
We also asked respondents which BI vendors they currently use and whether they
intend to use that same vendor for Mobile BI capabilities. What surprised us was that
nearly a third intend to augment (or abandon) current BI vendors in support of Mobile BI
(Figure 13).
Equally interesting is that most aren‟t certain which vendors they‟ll select – creating an
interesting opportunity for vendors with more evolved Mobile BI capabilities and for
others to improve their ability to communicate plans and capabilities to their customer
bases.
Figure 13 - Reliance upon Current BI Vendors
Yes69%
No31%
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COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 23
As a final set of questions, we asked user respondents to share with us their perceived
benefits and drawbacks of Mobile Business Intelligence. In Figure 14 we see that the
most popular benefit is “pervasive access”, followed by “fast access”, “flexibility”, “better
decisions” and “better access”. Below are a few comments from respondents which
underscore these statistics:
Figure 14 - Benefits of Mobile Business Intelligence
A large healthcare organization:
“Benefits are access to the information anywhere, but more importantly, enabling the
right information to show up at the right time. In our environment, being able to access
the data as discussions are taking place in conference rooms, etc. is absolutely key to
successfully using that data.”
A small manufacturing company:
“Few people in management sit at their desk to make decisions. Decisions are made
on the floor and good BI tools are crucial in the decision making process.”
A large consumer products company:
“Provides our leadership with the ability to see their key business drivers anytime,
anywhere.”
Easy access2%
Save Time2%
Alerting3% Executive Access
5%
Faster Decisions5%
KPI Access5%
Better Access9%
Better Decisions
9%
Flexibility9%
Fast Access21%
Pervasive access30%
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 24
Not surprisingly, there remain a number of perceived drawbacks of Mobile Business
Intelligence. In Figure 15, we see that “security” is the number one issue. In particular,
organizations are concerned about lost devices and the sensitive data that may be on
them. This is followed by “form factor”, which refers to phones versus tablets. Below are
a few comments from respondents which further articulate some of these points:
Figure 15 - Drawbacks of Mobile Business Intelligence
A large telecommunications company:
“The obvious risks are allowing the data to escape from a mobile device that is properly
locked down. This already happens today as we email reports directly to these devices.
This is an important thing to keep in consideration when we make data easier to
access”
A large retailer:
“Given the limitations of bandwidth and screen size, it can be tough to boil down
everything users need in a mobile-sized package. The risk is that they rely too much on
the scaled-down analytics without really digging into an issue using a full-fledged BI
suite.”
Cost1%
Form Factor 29%
Scalability 1%
Security 63%
Volumes of data 6%
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COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 25
Cross-Tab Analysis: In the following sections, we have created some cross-tab analyses to explore how user
trends vary based upon various demographics. In particular, we focused upon
geography (North America vs. EMEA), role (IT vs. Non-IT), and size of company (small,
medium, large).
Our objective was to find areas of greatest contrast and to expand our understanding of
perception and intentions – beyond that of the overall sample. Other demographics,
such as vertical industry did not vary much from the overall analysis.
Within these analyses, areas that are not called out are in agreement with the analysis
of the overall sample, covered earlier in this document.
The Impact of Geography upon Mobile Business Intelligence
One of the areas of “contrast” was between geographies. For the purposes of most of
the related analyses, we have limited geography to “North America” and “Europe,
Middle East and Africa” (EMEA) because of sample sizes. In one instance (Importance
of mobile BI) we able to expand this to include other countries, identified as “rest of
world” (ROW).
In Figure 16, we see that North America has been leading in interest and plans to
implement Mobile BI (20% view it as critical). This shouldn‟t come as a surprise since
platforms such as the iPhone were a North American phenomena first – offering a
“head start” and preparing that market for Mobile BI, in advance of other geographies.
Nevertheless, EMEA and ROW clearly view Mobile BI as important and appear well
positioned to “catch up” quickly.
This seeming lag behind North America could also give other geographies an
opportunity to take advantage of a more evolved market when they are ready to move
forward with Mobile BI.
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 26
Figure 16 - Mobile Business Intelligence Importance by Geography
The Impact of Geography upon Mobile Business Intelligence Platform
Priorities
When looking at mobile platform priorities for Business Intelligence, all geographies are
in general agreement regarding the priority of the Apple iPad and RIM Blackberry (See
Figure 7).
However, when it comes to Microsoft Windows Mobile, Google Android and iPhone,
there are some differences (See Figure 17).
In particular, EMEA appears more positively inclined towards Windows Mobile, with
twice as many suggesting it is a first or second tier priority than in North America.
With a strong affinity for open systems, it is not surprising to see that EMEA is more
favorably inclined towards Google Android than in North America.
As for the iPhone, it has been available in EMEA since the end of 2007 (roughly a year
later than North America). So, it makes sense that its priority as a mobile BI platform
exceeds that of North America (albeit by a relatively small margin).
20%13% 8%
31%38% 50%
39% 36% 25%
10% 13% 17%
North America Europe Middle East Asia (EMEA) Rest of World
Critically Important Very Important Somewhat Important Not Important
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COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 27
Figure 17 - Mobile BI Platform Priority by Geography Multiple responses allowed
The Impact of Geography upon Mobile Business Intelligence Deployment
Plans
As noted earlier, North America ranked mobile BI as a higher priority than EMEA.
Accordingly, when we asked about organizations‟ plans or expectations to deploy to
their user bases, we can see that while North America and EMEA are similar in
penetration of Mobile BI today, EMEA is somewhat less optimistic about its ability to
39%
48%
7%
19%
13%
21%
31%
27%
12%
19%
15%
33%
11%
13%
26%
30%
17%
12%
11%
6%
39%
21%
18%
14%
8%
6%
16%
12%
37%
21%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
North America
Europe Middle East Asia (EMEA)
North America
Europe Middle East Asia (EMEA)
North America
Europe Middle East Asia (EMEA)
iPh
on
eD
roid
Win
do
ws
1st 2nd 3rd 4th 5th
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 28
deliver this capability broadly in the future (See Figure 18). The data suggests that 23%
of organizations in EMEA will still have less than 10% penetration of users, versus North
America with 11% of organizations with less than 10% penetration in 24 months.
Figure 18 - Penetration of Mobile Business Intelligence by Geography
64%
62%
26%
32%
11%
23%
8%
8%
33%
34%
25%
28%
8%
9%
20%
17%
24%
23%
2%
4%
9%
6%
11%
4%
5%
4%
5%
8%
22%
19%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
North America
Europe Middle East Asia (EMEA)
North America
Europe Middle East Asia (EMEA)
North America
Europe Middle East Asia (EMEA)
Tod
ay1
2 M
on
ths
24
Mo
nth
s
Under 10% 11-20% 21-40% 41-60% More than 60%
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 29
The Impact of Geography upon Mobile Business Intelligence Features and
Functions
Although North American and EMEA respondents agree on the priority for half of the
Mobile Business Intelligence features and functions, there is less agreement on the
other half (See Figure 19). In particular, more advanced features such as “Data
Selection and Filtering”, “Drill Down” and “Guided Analysis” are favored more so by
North America. This may suggest that EMEA respondents are somewhat more focused
upon more basic mobile BI functionality than their North American counterparts.
Figure 19 - Required Mobile BI Features by Geography
43%
31%
28%
8%
36%
20%
17%
8%
35%
60%
40%
35%
41%
40%
31%
32%
20%
8%
27%
39%
17%
26%
39%
38%
2%
2%
6%
18%
6%
14%
14%
22%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
North America
Europe
North America
Europe
North America
Europe
North America
Europe
KP
I Mo
nit
ori
ng
Dri
ll D
ow
nD
ata
Sele
ctio
nG
uid
ed A
nal
ysis
Critical Important Somewhat Important Not Important
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 30
The Impact of Geography upon Targeted Mobile Business Intelligence Users
As with previous analyses, EMEA appears to generally agree with North Americans
regarding who should have access to Mobile BI capabilities. Most notably, there is
broad agreement across geographies that executives are the primary target. However,
there is a slight difference when looking at other roles within the organization (see
Figure 20). In particular, EMEA respondents give the Board of Directors a significantly
higher priority than North Americans. This may stem from EMEA‟s greater emphasis
upon external governance. In addition, North Americans appear to favor the automation
of individuals and customers slightly more than EMEA.
Figure 20 - Targeted Users of Mobile BI by Geography
34%
66%
41%
28%33%
25%
20%
24%
38%
39%
19%
14%
46%
10%
21%
33%
48%
61%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
North America Europe North America Europe North America Europe
Board of Directors Individuals Customers
Primary Secondary Tertiary
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COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 31
The Impact of Geography upon Mobile Business Intelligence Platform
Integration
Although there appears to be general agreement regarding the nature of BI integration
with Mobile platforms, there are a few interesting differences between EMEA and North
America (See Figure 21). In particular, it appears that North Americans prefer native
integration slightly more than EMEA. And, EMEA seems to prefer Java as an alternative
slightly more than North Americans. However, both EMEA and North America both
agree on the dominance of the browser as the preferred user experience.
Figure 21 - Platform Integration Requirements by Geography Multiple responses allowed
30.7%
22.8%
28.9%
24.6%
16.7%
12.3%
12.3%
8.8%
10.5%
10.5%
5.3%
10.5%
8.8%
7.0%
16.7%
12.3%
8.8%
10.5%
5.3%
12.3%
31.6%
28.1%
35.1%
40.4%
44.7%
36.8%
24.6%
26.3%
30.7%
35.1%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
North America
Europe
North America
Europe
North America
Europe
North America
Europe
North America
Europe
iPad
iPh
on
eB
lack
Ber
ryD
roid
Win
do
ws
Mo
bile
Native Java Browser
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 32
The Impact of Role upon Mobile Business Intelligence
Another area of contrast related to Mobile Business Intelligence is that of role.
Specifically, we examined differences between the IT function and all others (i.e., Non-
IT).
Figure 22 - Importance of Mobile Business Intelligence by Role (IT vs. Non-IT)
In Figure 22 we can see that, while approximately the same percentage of IT and Non-
IT constituents view Mobile Business Intelligence as “critical”, a significantly larger
percentage of IT respondents view Mobile BI as either “critical” or “very important”
(59%) compared to Non-IT users (47%). Anecdotally-speaking, amongst Non-IT users,
Sales and Marketing respondents tended to be more ambitious regarding Mobile BI
than Finance or Human Resources.
18% 16%
41%
31%
31%
42%
11% 11%
IT Non-IT
Critically Important Very Important Somewhat Important Not Important
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COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 33
The Impact of Role upon Mobile Business Intelligence Platform Plans
Although in general agreement concerning the adoption of Blackberry and Windows
Mobile as Mobile BI Platforms, there are some differences when examining Android,
Apple iPad and iPhone (See Figure 23). In particular, Non-IT users indicate
substantially greater usage of all three platforms than IT. One explanation is that
individual users have likely purchased these for their personal but also use them for
business. Looking beyond the current year (and perhaps for the same reason) IT has
more robust plans to deploy both the iPad and iPhone. However, Non-IT users have
substantially stronger interest in deploying Google Android this year than does IT – an
interesting data point.
Figure 23 - Mobile Business Intelligence Platform Plans - IT versus Non-IT Multiple responses allowed
17%
44%
39%
52%
33%
16%
33%
19%
48%
38%
32%
29%
68%
20%
13%
52%
30%
18%
In Use
Planned - This Year
Planned - Next Year
In Use
Planned - This Year
Planned - Next Year
In Use
Planned - This Year
Planned - Next Year
iPad
iPh
on
eD
roid
Non-IT IT
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COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 34
The Impact of Role upon Mobile Business Intelligence Features and Functions
Both IT and Non-IT users generally agree on the priority of the eight Business
Intelligence features that we identified earlier (See Figure 10). However, for two of those
features, there is a slight difference (See Figure 24). Specifically, Non-IT users give a
higher priority to both “Guided Analysis” and “Data Selection Filtering” than does IT.
Figure 24 - Mobile Business Intelligence Features: IT versus Non-IT Users
9%
21%27%
37%
35%
27%
39%
41%
39%37%
23%
16%
17% 15%11%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
IT Non-IT IT Non-IT
Guided Analysis Data Selection
Critical Important Somewhat Important Not Important
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COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 35
The Impact of Role upon Mobile Business Intelligence User Adoption
Although IT and Non-IT may appear aligned when it comes to their expectations
surrounding the degree of adoption for Mobile Business Intelligence, it appears that
Non-IT users are somewhat more optimistic than IT. In Figure 25, we can see that 22%
of Non-IT users expect penetration above 41% increasing to 39% in 24 months. In
contrast, 10% of IT respondents expect this level of adoption in 12 months, growing to
22% in 24 months.
Figure 25 - Mobile Business Intelligence Adoption - IT vs. Non-IT
31%
32%
18%
12%
36%
28%
25%
33%
22%
18%
29%
16%
8%
10%
7%
10%
3%
12%
21%
29%
IT
Non-IT
IT
Non-IT
Pen
etra
tio
n in
12
Mo
sP
enet
rati
on
in 2
4 M
os
Under 10% 11-20% 21-40% 41-60% More than 60%
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COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 36
The Impact of Role upon Mobile Business Intelligence Vendor Reliance
The reliance upon existing Business Intelligence vendors for Mobile BI is also impacted
by organizational role. In Figure 26, we can see that Non-IT users are somewhat more
likely (36% versus 29%) to either replace or augment existing BI vendors to establish
Mobile BI capabilities. This may be due to the IT department‟s intent to maintain long-
term relationships with a select group of larger software providers. We could take this
argument even further and infer that users would abandon existing vendors in favor of
new, while IT would augment existing vendors.
Figure 26 - Reliance upon Current Business Intelligence Vendors by Role
The Impact of Size of Organization upon Mobile Business Intelligence The area with the greatest contrast is that of organization size. For this purpose, we
grouped organizations into three size categories and explored the perceived importance
of Mobile BI (see Figure 27). Interestingly, the largest and the smallest of organizations
appear to have the greatest interest and commitment to Mobile Business Intelligence.
Only 11% of medium-sized organizations (101 – 5,000 employees) indicated that Mobile
BI was “critical”, while smaller and larger organizations indicated in excess of 20%.
71%64%
29%36%
IT Non-IT
Yes No
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COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 37
One explanation that occurs to us is that the smallest of organizations are the most
agile and can absorb new initiatives with relative ease. And, while larger organizations
may be less agile, they have larger budgets and more resources to enable change. In
comparison, medium-sized organizations have less agility, lower budgets and less
resource to drive change.
Figure 27 - Importance of Mobile Business Intelligence by Organization Size
The Impact of Size of Organization upon Mobile Business Intelligence Platform
Priority
When looking at platform priorities, size of organization plays an important place in
determining preference (See Figure 28). In particular, although Windows is the second
lowest priority, its demand increases slightly with organization size. In contrast, demand
for Android (the lowest priority platform) decreases inversely with organization size.
The highest priority platform, Blackberry, has strong demand across all organization
22%
11%
20%
33%
33%
40%
33%
45%
28%
11% 11% 12%
1-100 101-5,000 More than 5,000
Critically Important Very Important Somewhat Important Not Important
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 38
sizes, with a lower priority in the smallest of organizations. And, iPhone, as a platform
has dramatically stronger demand within the smallest of organizations.
Figure 28 - Mobile Platform Priority by Organization Size Multiple responses allowed
All of those trends make sense given our previous comment surrounding the agility of
smaller organizations and their ability to absorb new technology. The last trend
surrounding the iPad indicates greatest interest in the smallest and largest
organizations, suggesting that Apple‟s latest platform has captured the attention and
interest of a broad set of demographics.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
1-100
101-5000
More than 5000
1-100
101-5000
More than 5000
1-100
101-5000
More than 5000
1-100
101-5000
More than 5000
1-100
101-5000
More than 5000
iPad
iPh
on
eB
lack
Ber
ryD
roid
Win
do
ws
1st 2nd 3rd 4th 5th
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The Impact of Size of Organization upon Mobile Business Intelligence Platform
Plans
Although platform priority is an important indicator of future planning, it‟s especially
telling when we ask which mobile platforms are currently in use and which ones will be
implemented in the near-term (See Figure 29).
Figure 29 - Mobile Business Intelligence Platform Plans by Organization Size Multiple responses allowed
The predominant use of RIM Blackberry and Windows Mobile, within larger
organizations suggests that, while there is intent to move to newer platforms, migration
could be slow and expensive. Both usage and plans for the iPad (an additive platform to
multi-function phones) are substantial, suggesting a strong interest in tablet access to
Business Intelligence.
Apple iPhone usage and plans remains high across all sizes of organizations.
1-100
101-5000
More than 5000
1-100
101-5000
More than 5000
1-100
101-5000
More than 5000
1-100
101-5000
More than 5000
1-100
101-5000
More than 5000
iPad
iPh
on
eB
lack
Ber
ryD
roid
Win
do
ws
in Use Planned This Year Planned Next Year
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COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 40
And, interestingly, Google Android plans for this year, within mid-sized and smaller
organizations, are second only to the iPad. This once again underscores the “dark
horse” nature of this platform. It is also possible that strong Android phone adoption will
prepare the market for Android tablets, as more become available.
The Impact of Size of Organization upon Mobile Business Intelligence Platform
Integration
When examining Mobile BI integration plans by organization size, it appears that the
larger the organization is, the higher the requirement for native integration, across all
mobile platforms (See Figure 30). Having said that, native integration appears to be in
high demand for the iPad and IPhone for all organization sizes and Java (J2ME) holds
the most interest on the Blackberry and Droid – especially in mid-sized and smaller
organizations.
Figure 30 - Mobile Business Intelligence Platform Integration by Organization Size Multiple responses allowed
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
iPad
iPhone
BlackBerry
Droid
Windows Mobile
iPad
iPhone
BlackBerry
Droid
Windows Mobile
iPad
iPhone
BlackBerry
Droid
Windows Mobile
1-1
00
10
1-5
00
0M
ore
th
an 5
00
0
Native Java Browser
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 41
The Impact of Size of Organization upon Mobile Business Intelligence Features
and Functions
Although all sizes of organizations agree on the importance of the most basic Mobile
Business Intelligence features and functions (i.e., viewing), there are some differences
beyond that (See Figure 31). For instance, smaller organizations appear less concerned
with KPI monitoring than larger organizations. And, larger organizations appear less
interested in Guided Analysis, Drag and Drop, and Drill Down than smaller
organizations. Mid-sized organizations seem less focused upon Alerts than either
smaller or larger organizations.
Figure 31 - Mobile Business Intelligence Features by Organization Size
One way of explaining these differences is that smaller (more agile) organizations may
be seeking greater flexibility and usability to conduct more ad hoc analyses than larger
1-100
101-5000
More than 5000
1-100
101-5000
More than 5000
1-100
101-5000
More than 5000
1-100
101-5000
More than 5000
1-100
101-5000
More than 5000
KP
IsA
lert
sD
rill
Do
wn
Dra
g &
Dro
pG
uid
ed
An
alys
is
Critical Important Somewhat Important Not Important
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 42
organizations. In contrast, larger organizations may be seeking to tie Mobile BI in with
existing enterprise initiatives (e.g., Balanced Scorecard).
The Impact of Size of Organization upon Targeted Mobile Business
Intelligence Users
Although respondents of all organization sizes agree that executives are the chief
priority for receiving Mobile BI capabilities, there are some slight differences beyond that
(See Figure 32). In particular, smaller and mid-sized organizations seem somewhat
more inclined to deliver Mobile BI capabilities beyond executives to most all other
constituencies (e.g., customers, individuals). This might suggest a basis for more broad-
based Mobile Business Intelligence programs in small and mid-sized organizations than
in larger ones.
Figure 32 - Mobile Business Intelligence User Priorities by Organization Size
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
1-100
101-5,000
More than 5,000
1-100
101-5,000
More than 5,000
1-100
101-5,000
More than 5,000
1-100
101-5,000
More than 5,000
1-100
101-5,000
More than 5,000
Bo
ard
of
Dir
ecto
rsM
idd
le M
gmt
Lin
e M
gmt
Ind
ivid
ual
Cu
sto
mer
s
Primary Secondary Tertiary
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 43
The Impact of Size of Organization upon Mobile Business Intelligence
Penetration
When looking at penetration of usage, we see some striking differences when
comparing different sized organizations (See Figure 33). We can see that smaller
organizations appear far more optimistic about their ability to deliver Mobile Business
Intelligence capabilities to the organization than are larger ones. In fact, plans to deliver
Mobile Business Intelligence appear to decrease in a linear fashion from smallest to
largest organization.
Figure 33 - Mobile Business Intelligence Penetration by Organization Size
This suggests that within the next two years, a more significant number of initiatives for
Mobile Business Intelligence will come from small and mid-sized organizations rather
than larger ones.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
1-100
101-5,000
More than 5,000
1-100
101-5,000
More than 5,000
1-100
101-5,000
More than 5,000
Tod
ay1
2 M
on
ths
24
Mo
nth
s
Under 10% 11-20% 21-40% 41-60% More than 60%
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 44
The Impact of Size of Organization and Reliance on Existing Business
Intelligence Vendors
Here the data seems to suggest that the larger the organization, the more likely they are
to either augment or replace existing Business Intelligence vendors to add mobile
capabilities (See Figure 34).
This may seem to challenge conventional wisdom in that smaller organizations might
seem more likely to add or change vendors quickly to benefit from Mobile BI
capabilities. However, in our last study, The Wisdom of Crowds BI Market Study ™, we
saw that the largest organizations are far more likely to add new BI vendors than
smaller ones.
One way of explaining this is that smaller organizations have smaller budgets for
software and therefore tend to build upon existing investments rather than endure the
expense of replacement or the integration costs of augmentation.
Figure 34 - Reliance upon Existing Business Intelligence Vendors by Organization Size
77%67% 63%
23%33% 37%
1-100 101-5,000 More than 5,000
Yes No
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 45
Vendor Analysis Section As stated at the outset, we conducted a separate, but related survey for 18 Business
Intelligence vendors, in order to ascertain their current and planned Mobile Business
Intelligence capabilities.
For many of the following charts and analyses, we have grouped vendors into three
larger market categories. Using this more abstract classification, we have provided
charts which examine current and planned capabilities.
In several instances we have also provided detailed tables, with individual, vendor-
specific information surrounding current capabilities.
Detailed, vendor- specific future plans are available under separate agreement as a part
of either an in-depth competitive review for vendors or a vendor/product selection
process for users. Please contact us at [email protected] for more details.
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 46
Importance of Mobile Business Intelligence – Vendors
As with end users, we asked vendors to indicate the importance of Mobile Business
Intelligence (See Figure 35). In contrast to users (Figure 4), it‟s clear that vendors
ascribe great importance to Mobile Business Intelligence. Here we see that 89% of
vendors indicated that Mobile BI is either “critical” or “very important” versus users at
52%. This is not surprising and is a positive sign – as vendor requirements should lead
user demand.
Figure 35 - Importance of Mobile Business Intelligence to Vendors
Critically important22%
Very important67%
Somewhat Important
11%
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 47
Cross tab Analysis by Vendor Categories
For the purposes of the following crosstab analyses, we have used the BI vendor
categorization from the Wisdom of Crowds Business Intelligence Market Study ™,
which was published in April 2010. In it we classified vendors as “Titans”, “Established
Pure-plays” or “Emerging Vendors”.
As you might expect, the “Titans” are the largest vendors, with extensive product and
service offerings – including Business Intelligence. In all cases these vendors have
acquired Business Intelligence vendors. Vendors in this category include:
IBM/Cognos
Microsoft
Oracle
SAP/BusinessObjects.
The “Established Pure-Play” vendors are predominately focused upon Business
Intelligence software and services and have typically been in business for 15 or more
years - with well established customer bases and revenue streams. Several are publicly
held concerns. These include
Actuate
Information Builders
MicroStrategy
SAS Institute
The “Emerging” vendors are typically younger than the other two categories and offer
unique and often innovative business models, technologies and/or services. This
category includes:
Birst
Dimensional Insight
GoodData
Jaspersoft
Mellmo (RoamBI)
Pentaho
PivotLink
QlikView
Spotfire (Tibco)
Tableau
This is not intended to be an exhaustive list, but instead represents a list of those
vendors that we deemed most relevant for this study.
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 48
Importance of Mobile Business Intelligence by Vendor Category
Figure 36 - Mobile Business Intelligence Importance by Vendor Category
Using this classification, we see in Figure 36 that the Established Pure-play and
Emerging vendors appear to place a higher priority upon Mobile BI than Titans. This
makes some sense as Titans tend to cater to larger enterprises, where plans for Mobile
BI are less aggressive than mid-sized and smaller organizations (See Figure 29).
Mobile Business Intelligence Platform Priorities by Vendor Category
When examining platform priorities by vendor category (See Figure 37), it‟s interesting
to note that Titans have placed a greater importance upon RIM BlackBerry and
Windows Mobile. These two are the most well established mobile platforms within large
enterprises – the Titans‟ natural customers.
In contrast, Emerging and Pure-Play vendors have given a far higher priority to more
recent platform entries – Apple iPad, iPhone and Google Android. From a platform
perspective, this positions the Pure-Play and Emerging vendors to take advantage of a
1 12
2
3
7
1
01
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Titan Established Pureplay Emerging Vendor
Critically important Very important Somewhat Important Not important
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 49
higher potential segment of the Mobile BI market – i.e., small and mid-sized
organizations.
Figure 37 - Mobile Business Intelligence Platform Priorities by Vendor Category
In Table 1, we present detailed mobile priorities of the Business Intelligence vendors.
This information was sourced directly from the vendors – each of which completed a
survey for the purposes of this study. Supported features are indicated with an “X”.
0% 20% 40% 60% 80% 100% 120% 140% 160%
1st
2nd
3rd
4th
5th
1st
2nd
3rd
4th
5th
1st
2nd
3rd
4th
5th
1st
2nd
3rd
4th
5th
1st
2nd
3rd
4th
5th
Ap
ple
iPad
Ap
ple
iPh
on
eB
lack
Ber
ry (
RIM
)G
oo
gle
An
dro
idW
ind
ow
s M
ob
ile
Titan Established Pureplay Emerging Vendor
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 50
Table 1 - Business Intelligence Vendors – Detailed Mobile Business Intelligence Priorities Company: Product Name and
Version
Mobile
Importance
Apple iPad
Priority
Apple
iPhone
Priority
Black-Berry
Priority
Android
Priority
Windows
Mobile Priority
Actuate BIRT Mobile, v1.2 Very Important 2nd 1st 3rd 4th 5th
Birst, Inc. Birst 4 Spring '10 Release Very Important 1st 1st 1st 2nd 2nd
Dimensional Insight The Diver Solution - v6.2 Very Important 1st 4th 3rd 2nd 5th
GoodData GoodData Very Important 4th 1st 3rd 2nd 5th
IBM - Cognos IBM Cognos Mobile 8.4.1 Very Important 3rd 2nd 1st 4th 5th
Information Builders WebFOCUS Mobile
Favorites
Very Important 5th 4th 1st 3rd 2nd
Jaspersoft
Corporation
Jaspersoft Business
Intelligence v3.7
Very Important 1st 2nd 3rd 2nd 4th
Mellmo Inc. Roambi Critical 2nd 1st 3rd 5th 4th
Microsoft
Corporation
SQL Server 2008 R2 Somewhat
Important
- - - - 1st
MicroStrategy MicroStrategy Mobile Critical 1st 1st 2nd 3rd 3rd
Oracle Corporation Oracle BIEE Very Important 2nd 1st 3rd 4th 5th
Pentaho Pentaho BI Suite
Enterprise Edition,
version 3.6
Very Important 1st 1st 3rd 2nd 4th
PivotLink Corp PivotLink Very Important 1st 3rd 2nd 4th 5th
QlikTech QlikView 9 Critical 4th 1st 3rd 2nd 5th
SAP SAP BusinessObjects
Mobile BI
Critical 2nd 2nd 1st 4th 3rd
SAS SAS Enterprise Business
Intelligence 4.3
Very Important 2nd 1st 2nd 3rd 3rd
Tableau Software Tableau Server v5.2 Very Important 1st 2nd 5th 3rd 4th
TIBCO TIBCO Spotfire Somewhat
Important
1st 2nd 2nd 4th 3rd
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 51
If we compare current mobile platform support by BI vendors with future plans (See
Figure 38), we can see that the Apple and Google platforms are currently supported
predominately by Emerging and Established Pure-Play vendors. Titan support centers
on BlackBerry and Windows Mobile. Moving forward, Titan support for Apple platforms
should improve during this and next year. However, Titan support for Google Android
may not emerge until next year. In contrast, less than half of Emerging Vendors appear
to support BlackBerry or Windows Mobile, with little planned adoption later this year or
next.
Figure 38 - Mobile Business Intelligence Platform Plans by Vendor Category
0
2
1
1
2
1
2
0
1
0
0
2
3
0
1
3
0
1
3
1
0
3
1
0
1
2
1
2
1
1
8
0
2
8
0
2
4
1
1
5
1
1
4
1
1
0 2 4 6 8 10 12 14
Supported today
Planned - this year
Planned next year
Supported today
Planned - this year
Planned next year
Supported today
Planned - this year
Planned next year
Supported today
Planned - this year
Planned next year
Supported today
Planned - this year
Planned next year
Ap
ple
iPad
Ap
ple
iPh
on
eB
lack
Ber
ry (
RIM
)G
oo
gle
An
dro
idW
ind
ow
s M
ob
ile
Titan Established Pureplay Emerging Vendor
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 52
Mobile Business Intelligence Features/Functions by Vendor Category
Figure 39 - Plans for Mobile BI Features by Vendor Category
0 2 4 6 8 10 12 14 16
Today6 months
12 months18 months24 months
Today6 months
12 months18 months24 months
Today6 months
12 months18 months24 months
Today6 months
12 months18 months24 months
Today6 months
12 months18 months24 months
Today6 months
12 months18 months24 months
Today6 months
12 months18 months24 months
Today6 months
12 months18 months24 months
Vie
w
char
ts/r
epo
rts
KP
I mo
nit
ori
ng
Ale
rts
Dri
ll d
ow
n
nav
igat
ion
Dra
g an
d d
rop
n
avig
atio
nD
ata
sele
ctio
n;
filt
erin
gG
uid
ed
anal
ysis
Das
hb
oar
d
asse
mb
ly f
rom
co
mp
on
ents
Titan Established Pureplay Emerging Vendor
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 53
When examining Mobile BI features and functions by vendor category, we see that
many vendors already support the most common (and requested) mobile BI capabilities
(See Figure 39). However, surprisingly, a number of vendors do not yet support “alerts”,
the #3 rated user feature. In contrast, “drill-down” and “data selection filtering” - both
lower user priorities enjoy extensive vendor support. “Drag and Drop” – an important
end-user feature is best supported today by Emerging vendors.
Table 2 - Business Intelligence Vendors – Detailed Mobile BI Features/Functions
Company:
View
charts/
reports
KPI
monitoring Alerts
Drill down
navigation
Drag and
drop
navigation
Data
selection;
filtering
Guided
analysis
Dashboard
assembly
from
components
Actuate X X - X - X X -
Birst, Inc. X X X - - X - -
Dimensional Insight X X X X - X -
GoodData X X - X X X X X
IBM - Cognos X X - - - X X -
Information Builders X X - X - X X -
Jaspersoft Corporation X - - X - X - -
Mellmo Inc. X X - X X X X -
Microsoft Corporation X X - - - - - -
MicroStrategy X X X X X X X X
Oracle Corporation X - X X - X - -
Pentaho X X X X X X X -
PivotLink Corp - - - - - - - -
QlikTech X X - X X X X -
SAP X X X X
X
SAS - - -
- - -
Tableau Software X X - - - X X -
TIBCO - - - - - - - -
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 54
In Table 2, we provide a detailed view of vendor-supported Mobile Business Intelligence
features and functions, which are currently available. Supported features are indicated
with an “X”.
Mobile Business Intelligence Current Platform Integration by Vendor Category
In general, vendors are driven to integrate with in-demand mobile platforms while
keeping development costs to a minimum. Hence, in a perfect world, vendors would
prefer web browsers and HTML, which are supported on all platforms. However, in
some cases users demand a more robust and interactive solution, such as is supported
through the development of an executable using the mobile platform‟s SDK or Java.
Figure 40 - Mobile Business Intelligence Platform Integration by Vendor Category
In particular, users seek a native experience on Apple‟s iPad, iPhone and, to a lesser
degree, Google Android (See Page 16). Although many vendors have responded to this
requirement, a greater percentage of Emerging and Established Pure-Play vendors
2
0
3
2
0
3
1
0
2
2
0
3
1
0
1
3
0
2
3
0
2
2
1
2
2
1
2
1
0
3
7
0
4
6
0
5
0
1
6
3
0
6
0
1
5
0 2 4 6 8 10 12 14
Native SDK integration
Java (J2ME)
Browser access
Native SDK integration
Java (J2ME)
Browser access
Native SDK integration
Java (J2ME)
Browser access
Native SDK integration
Java (J2ME)
Browser access
Native SDK integration
Java (J2ME)
Browser access
Ap
ple
iPad
Ap
ple
iPh
on
eB
lack
Ber
ry
(RIM
)G
oo
gle
An
dro
idW
ind
ow
s M
ob
ile
Titan Established Pureplay Emerging Vendor
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 55
offer native mobile BI solutions for these platforms (See Figure 40). In Table 3, we offer
a detailed table displaying current vendor-specific mobile platform integration.
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 56
Table 3 - Business Intelligence Vendor – Detailed Mobile Platform Support/Integration
Company: Product Name and Version
Apple iPad
Integration
Apple iPhone
Integration
BlackBerry
Integration
Google Android
Integration
Windows Mobile
Integration
Actuate BIRT Mobile, v1.2
Native SDK
integration
Native SDK
integration
Native SDK
integration - Java (J2ME)
Birst, Inc. Birst 4 Spring '10 Release Browser access Browser access Browser access Browser access Browser access
Dimensional
Insight The Diver Solution - v6.2 Browser access Browser access Browser access Browser access Browser access
GoodData GoodData Browser access Browser access Browser access Browser access Browser access
IBM - Cognos IBM Cognos Mobile 8.4.1 - -
Native SDK
integration -
Native SDK
integration
Information
Builders WebFOCUS Mobile Favorites Browser access Browser access Browser access Browser access Browser access
Jaspersoft
Corporation
Jaspersoft Business
Intelligence v3.7 Browser access Browser access Browser access Browser access Browser access
Mellmo Inc. Roambi
Native SDK
integration
Native SDK
integration - - -
Microsoft
Corporation SQL Server 2008 R2 Browser access Browser access Browser access Browser access
Native SDK
integration
MicroStrategy MicroStrategy Mobile
Native SDK
integration
Native SDK
integration
Native SDK
integration - -
Oracle
Corporation Oracle BIEE -
Native SDK
integration - - -
Pentaho
Pentaho BI Suite Enterprise
Edition, version 3.6 Browser access Browser access -
Native SDK
integration -
PivotLink Corp PivotLink - - - - -
QlikTech QlikView 9
Native SDK
integration
Native SDK
integration Java (J2ME)
Native SDK
integration Java (J2ME)
SAP
SAP BusinessObjects Mobile
BI * * Java (J2ME) -
Native SDK
integration
SAS
SAS Enterprise Business
Intelligence 4.3 - - - - -
Tableau Software Tableau Server v5.2 Browser access Browser access - - Browser access
TIBCO TIBCO Spotfire Browser access Browser access Browser access Browser access Browser access
*Free applications available which do not follow standard SAP support policies
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 57
Vendor-Perceived Challenges of Mobile BI
Although much of this report has focused upon the user perspective, it‟s important to
understand the vendors‟ view on some of the challenges that they face in delivering
Mobile Business Intelligence capabilities.
Some common themes include dealing with device limitations, security and wanting to
ensure a common experience across platforms. Below are some of their comments:
“Challenges include: The ability to collaborate on Mobile BI information, today it's a
consumption only model but customers are now asking to support collaboration around
that business data - email is still the largest competitor to Mobile BI - Screenscape on
most devices still continues to be an issue, difficult to digest a dashboard that looks
fantastic on a monitor but not as readable on a 2" screen. iPad is an excellent option in
this area.”
“One challenge is the disconnect between the user's desktop experience and the mobile
capabilities when dealing with Flash. Flash is hugely popular as a visualization tool on
the user's desktop. We have worked to create a framework that allows the same
content to be viewed on any screen (desktop, mobile, e-mail, etc.) The issues with
Flash break this paradigm and cause confusion for the user. This speaks to the core
issue of ensuring a uniform user experience across all supported platforms without
adding work to the content creation side of the equation. This is hugely important if
mobile BI is to become an effective decision-making tool.”
“We will be focusing a majority of our mobile BI efforts on the iPad. The challenges we
perceive are as follows: - Screen real estate on phones is limited - Overcoming user
expectation that they should have 'bell & whistles' on the phone as well as what we
develop for the iPad. - Transition development and hiring developers to support Apple
iOS4”
“The emerging touch-interfaces on the Apple mobile devices (and others soon to follow)
provide an opportunity to rethink the selection and interaction models for visual content.
Currently, with browser access viewing and light interaction works well - but for more
robust interactions it will likely require native applications on these devices.”
“Security integration with connecting all hardware devices as well as user limitations
based on location and machine context (laptop versus desktop access). Browser
compatibility is important in order to maintain consistent experience regardless of device
type.”
“Android platform proliferation is a challenge. RIM makes native development a real
challenge. Win Mobile is irrelevant.”
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 58
“Speed; different reporting paradigm compared to a printed or desktop report, limited
navigation options on device, Flash controversy”
“Security is number one. Flex support on iPad and iPhone. Lack of standards and also
may not be supported in SAS 70 and ISAE 3402. The user community in general
doesn't have HTML 5 support in our user-base. Screen size.”
“Unavailability of flash on some mobile platforms.”
“Screen real estate”
“Prioritizing mobile BI platform choice and their native capabilities (versus browser only)
is difficult given recent and uncertain adoption patterns currently underway.”
“Maximizing utilization of screen real estate. Designing touch aware UIs with large
enough input areas. Cross-browser compatibility.”
“Form factors, and the cost of seeing raw data (due to low bandwidth) limit the
practicality of BI design tools on mobile. Mobile apps difficult to integrate into on-
premise workflow solutions.”
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 59
Mobile Business Intelligence User-Organization Profiles To add some additional color to the empirical evidence, we chose to include profiles
from two study respondents. GUESS – a global retailer, and Charmer Sunbelt – a major
beverage wholesaler – are both in the midst of implementing new Mobile BI
implementations.
We thank them both for their willingness to share their stories.
Profile: GUESS?, Inc.
Respondent: Bruce Yen - Director of Business Intelligence
Function: Information Technology (IT)
Industry: Retail & Wholesale
Size of Company: More than 10000 employees
Mobile Importance: Critically important
Top Priority Mobile Platforms: iPhone and iPad are planned for this year, BlackBerry is widely used
Required Mobile BI Integration: iPad - Native SDK integration, iPhone - Native SDK integration
Critical Features: View Charts, Dashboard assembly from components
Important Features: KPI Monitor, Alerts, Drill down navigation, Data selection; filtering, guided analysis
Primary Users: Line Managers
Secondary Users: Executives, Middle Managers, Individual Contributors and Professionals
Tertiary Users: Customers, Suppliers
User Penetration Today: Under 10 %
Expected Penetration - 12 months: 11 - 20 %
Expected Penetration - 24 months: 21 - 40 %
Benefits: It's the next evolution in B.I. distribution. We already have a significant mobile deployment, but the tool needs to be better suited to more analysis instead of just display of reports.
Drawbacks: Security risks are a major concern & loss of devices.
Based in Los Angeles, California, GUESS?, Inc. designs, markets, distributes, and licenses lifestyle collections of apparel, denim and accessories for men, women, and children. The company also grants licenses to manufacture and distribute a range of
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 60
products that include eyewear, watches, handbags, footwear, kids' and infants' apparel, leather apparel, swimwear, fragrance, jewelry, intimate apparel, and other fashion accessories. Established in 1981 by the Marciano brothers, today it boasts revenues of over $2B, with over 12,000 employees and 1,292 stores in 86 countries. In the last 10 years, GUESS has transformed from primarily a North American wholesale company to a global retailer. With 1,292 stores around the world, GUESS‟ line management are rarely in their offices and instead find themselves traveling from store to store to meet with local management and staff. As a result, GUESS needed to find a more flexible and effective way for line management to prepare for and conduct business reviews. In the past these reviews required the generation and transportation of hardcopy reports and documents – with performance information for each store. These reports were cumbersome, required significant preparation and were frozen in time. In addition, it was important for the traveling Executives and line managers to obtain a quick operational snapshot of the business without having to have to download and access the information on their PC. Mobile Business Intelligence seemed an obvious step for GUESS. GUESS‟ first phase of its Mobile BI program began two years ago when it took its daily sales report and created mobile versions for regional managers and Executives in North America, using BlackBerry devices. Its pilot program automated 55 users enabling them to more readily prepare for performance review meetings with store managers and be better informed about the daily state of the business. Today GUESS has more than 200 Mobile BI users worldwide. Top benefits include: obtaining a quick operational snapshot of the business that allows immediate decisions that impact sales and revenue growth to be made, freeing managers from paper reports, reducing visit prep time and enabling impromptu visits. During the past two years GUESS worked to develop best practices and succeeded in addressing a number of mobile device limitations and issues - including remote device management (e.g., synchronization, software updating, and user data backup). Compensating for small screens, GUESS also had to make application adjustments – like using abbreviations and reducing the size of numbers. According to GUESS, the push technology of the Blackberry has been beneficial in allowing users to view the reports in offline mode (i.e., when traveling on an airplane) and in having the information readily available without making real-time calls to the database to gather information. Now a more experienced organization, GUESS is preparing for the next phase of Mobile BI. It has selected Apple‟s iPhone and iPad as its next generation platform and is currently developing some new applications. Among the reasons for choosing Apple include: availability of 3rd party applications, more display real estate - enabling them to display more detail, and less user training due to a more intuitive interface. One big issue: security appears to be a greater challenge and they are exploring using VPN as
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
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a possible remedy. According to GUESS, because the iPad straddles the line between mobile computing device and a laptop, there is a tendency to want to develop very robust applications. However, the computing power of the iPad and/or the maturity of the application infrastructure may limit the richness of the applications that can be developed for the time being. Initially, GUESS will pilot the iPhone and iPad using their secure and proprietary internal network. GUESS will have some working prototypes for the iPad later this year and will offer them to executives, field personnel and merchants as a proof of concept. The iPhone application is a natural evolution of the current Blackberry application, allowing the user more interaction with the data. However, it‟s still early days and it is not yet completely clear how these new devices will used, which applications will reside on them and which users will receive them. Within the next 12 months GUESS hopes to add 100 Mobile BI users in Europe and Asia – for a total of 300 users, with a mixture of iPhones and the balance continuing to use the BlackBerry.
Software in Use Vendor/Product
Primary Business Intelligence Product MicroStrategy
Back end System JDA Software
Point of Sale Software: Datavantage Micros
Data Warehouse: Vertica
ETL: Talend
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
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Profile: The Charmer Sunbelt Group
Respondent: Greg Hinkle – Director, Enterprise Architecture
Function: Information Technology (IT)
Industry: Wholesale Distribution
Size of Company: 7,000 Associates
Mobile Importance: Critically important
Top Priority Mobile Platforms: iPhone, BlackBerry, Windows Mobile currently in use. iPad is a top priority for 2011,
Critical Features: View Charts and Graphs, Drill down navigation, Data search and filtering
Important Features: KPI Monitor, Alerts, Drag and drop navigation
Primary Users: Executives
Secondary Users: Middle Managers
User Penetration Today: Under 10 %
Expected Penetration - 12 months: 11 - 20 %
Expected Penetration - 24 months: 41 - 60%
Benefits: Our workers are mobile and it provides them the same information that they have in the office.
Based in New York City, with revenues of $4.8B, The Charmer Sunbelt Group (CSG) is one of the nation‟s leading distributors of fine wines and spirits. A group of privately-held companies, CSG operates local distributor and/or brokerage houses in 15 markets – Alabama, Arizona, Colorado, Connecticut, Delaware, Florida, Maryland, Mississippi, New Jersey, New York (Metro and Upstate), Pennsylvania, South Carolina, Virginia, and The District of Columbia. Together, these companies employ more than 7,000 associates who bring to market some of the most valuable and well-known consumer brands in the world. CSG is a family-owned business that proudly serves as the critical link between wine and spirit suppliers, and the retail outlets where alcoholic beverage brands are legally and responsibly sold and enjoyed. Today CSG executives (including Sales) use Mobile Business Intelligence to monitor critical changes to the business in the form of static reports which are emailed to iPhones and BlackBerry devices. Reports include key sales metrics– including current year to date, last year to date, case configurations, product mix, brands, etc. Because of device limitations, IT currently has to generate multiple discrete reports, with different slices and views of data. This forces users to mentally integrate these views – creating the risk that important information will be overlooked.
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 63
With Apple‟s launch of the iPad, CSG saw the potential of combining its graphic abilities
and larger screen with Mobile Business Intelligence to generate the needed reports
more dynamically. IT began testing the iPad as a platform for executives and completed
a proof of concept for its „MobilBI‟. As a result of this proof of concept, CSG invested in
a next generation Mobile BI, which will be rolled out within the next two months. This
first implementation will include approximately 15 top executives.
The project will be implemented using Apple‟s iPad and will include an interactive BI application, which will make all relevant data dynamically available to users – with drill down, sort and search capabilities. Not only will this reduce the demand for static reporting but, by employing interactive charts and graphs, CSG users will more readily spot trends and will be less likely to miss important insights. CSG plans to learn from this process - incorporating feedback from these initial users to direct Mobile BI further across the organization in a future phase.
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 64
Conclusions and Recommendations: The proliferation and use of mobile technology has been underway for over two
decades – with the advent of the first usable cellular telephones. Since that time we‟ve
evolved from discrete cell phones and PDAs to early smart phones, to today‟s “next
generation” devices such as the iPhone, Android and iPad. These devices provide
tightly integrate phone, email, calendar & scheduling, texting, camera, video, GPS, web
browsing and offer a plethora of third party applications through online stores – for most
anything else.
With the growth in the performance, capacity and sophistication of devices – we‟ve also
experienced a cultural shift. Adoption has evolved from the few to the many and our
perception of them has grown from luxury item to fundamental need. This cultural shift
has been accelerated by Apple‟s efforts and their introduction of the iPhone and iPad.
Whether or not they prevail long term as the primary supplier of next-gen devices
remains to be seen. However, its impact will be felt for some time to come. In fact, one
organization shared with me that the iPad so captivated executives that they offered to
pay for the devices with their own money to get them right away.
Mobile Business Intelligence has been both a victim and a beneficiary of this trend. A
requirement for some users for many years, Mobile BI adoption has been stymied by
device limitations (especially screen size), software availability and a general lack of
usability. These limitations have eased, making Mobile BI feasible today. And, with the
heightened interest in next-gen devices, Mobile BI is an obvious (and urgent)
application for certain classes of users.
While a significant number of organizations are just planning their first-generation
Mobile BI applications, early-adopters (~30% of the sample) are in the midst of planning
or deploying second generation Mobile BI applications. While the earliest first
generation implementations were limited to static reports distributed via email, today‟s
initial implementations will employ KPI monitoring, report viewing and “alerting”. In
addition to those capabilities, today‟s second-generation applications will likely include
interactive features such as: data selection and filtering, drill down navigation and
guided analysis. Although appealing to most users, the best near-term targets for
mobile BI functionality will be the most nomadic. In most organizations these are
typically senior executives, and sales management. Undoubtedly this will change over
time and will vary by industry. However, those “glued” to a desk will remain better
served, with more traditional BI solutions, for now.
When surveyed, Business Intelligence vendors indicated an even higher priority for
Mobile BI features than users. However, mobile capabilities are somewhat uneven from
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 65
one supplier to the next. From all indications, this will start to even out over the course
of the next 12 – 18 months – which should coincide with an expected groundswell of
Mobile BI deployment.
While respondents indicated that “pervasive access” was the top benefit of Mobile BI, in
conversation, several respondents indicated more substantial value. For them, Mobile
BI enables users to respond more dynamically to impromptu events than before. It also
enhances decision-making and reduces the chances of error by supporting more
complete sets of data and making them more accessible to users than before.
In these discussions, it was also clear that implementing Mobile BI has its challenges.
The single greatest concern that organizations have surrounds security – everything
from securing private network connections to ensuring devices get erased if they fall
into the wrong hands. However, there are other challenges that organizations need to
plan for such as: software upgrades, remote device management, and developing
suitable applications given the capabilities of the intended device. It‟s also
recommended that organizations select vendors carefully – understanding not only
current capabilities, but their roadmap for the future. And, finally, creating a proof of
concept (POC) solution is a valuable way to learn and prepare for larger rollouts.
However, we don‟t recommend starting a POC with senior executives first.
In conclusion, all organizations have a need for Mobile BI to one degree or another. The
requirement (and preparedness) will vary based on vertical industry, organizational
structure, and culture, to name a few. Whether just initiating a first-time Mobile BI
program or moving to a more advanced phase, the benefits and advantages can be
substantial.
It is our hope that this report will serve as an important aid to help organizations best
succeed with their Mobile Business Intelligence initiatives.
Best of luck!
Howard Dresner President, Founder and Chief Research Officer Dresner Advisory Services, LLC
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
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Appendix – DAS Mobile BI Market Survey Instrument
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
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DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 68
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 69
DAS Mobile Business Intelligence Market Study – Analysis of Findings – Licensed to MicroStrategy, Inc.
COPYRIGHT 2010 DRESNER ADVISORY SERVICES, LLC Page | 70
Contact Information:
Official Mobile BI Study Website: www.mobile-bi-study.com
Email: [email protected]
Dresner Advisory Services Website: www.howarddresner.com
Howard‟s Blog: www.businesssintelligence.blogspot.com
Business Intelligence for the iPhone® and iPad™
MOBILE INTELLIGENCE
2
Introducing Mobile Business Intelligence For iPhone
There’s an App for that… and it’s yours
Deliver finely-crafted Business Intelligence Apps.
Apps that are built around workflows that lead
people through data to decisions. Apps built on
your business data. Apps that let users explore
information using touch and smart gestures.
Mobile Business Intelligence Apps that use
natural inputs that change context to meet the
needs of the query: photo for barcode, GPS for
location, microphone for voice, accelerometer
for movements, compass for direction. Apps
enthused with write-back and transaction
support to turn mobile information consumers
into anywhere, anytime prosumers of insight.
3
Introducing Mobile Business Intelligence For iPad
Beautiful Dashboards. Extraordinary Display.
A portable window into your business that lets
you interact with your data wherever you are.
The Magical iPad, coupled with MicroStrategy’s
information-exploration gestures and stunning
data visualizations, make analysis equally
fascinating and captivating.
Show and Tell. Point to data outliers. Highlight
problem areas. Drill into the data until you can
see the very lowest level of transaction detail.
There is nothing more powerful than seeing
the right answer and sharing it immediately
with colleagues via your iPad.
4
Browse SearchSwipe Tap
Browse through all of your folders
Swipe to find your documents and reports
Search to find specific analysis and information
Tap to get your reports and analysis
Your Mobile Device is Your Mobile Information Sandbox
5
Search for and Touch What You Want to Analyze
A Magnifying Glass in the Palm of your Hand
Select from a list to look at specific areas
of your business
Tap to select a day and tap and hold to
select a range of days in a calendar
Flick or drag each wheel until the
desired date and/or time is displayed
Personalize your analysis applying whatever focus is
necessary
Step through input values
Choose yes/no using switches
Drag sliders to set values
6
Variable-Width Grids
Fixed-Width Grids
Free Form Grids Documents
Instantly display any MicroStrategy report
Optimized use of display space to
analyze information
Free-form positioning of images and information
Pixel Perfect formatted invoices, manuscripts, and other documents
Display Your Information in Any Number of Ways
7
Visualize the Patterns and Trends in Your Data
Interact with your data to find trends and compare KPIs over time. Tap to switch metrics; tap and hold to pull up any value on the chart; pinch to
zoom to specific time periods.
Time Series Visualizations An Extensive Library of Graphs
Bubble Chart BoxPlot
Bar and Line Chart
Area and Line Chart
Waterfall Chart
3D Bar Graph
Histogram
Gantt Chart
Radar Chart
Line Chart
8
Camera Accelerate query relevance using what you can see around you
MapsVisualize location-specific data, trends, and analysis on maps
Snap product barcodes and use as inputs to focus your analysis
Capture and store ‘GPS tagged’ pictures which
complement your analysis
Plot your data onto maps, use thresholds to color pins, and select pins to
explore the information
Deliver Apps that Integrate with the Mobile Device’s Capabilities
9
Interact More Naturally with Your Information
Smart GesturesInformation consumption that captivates its user through natural interactions with the data
GPSPersonalize information based on the proximity to your geo-location
Tap to drill and explore
Pinch to zoom
Swipe ↕ to scroll
Swipe ↔ to turn page
Tap through workflows
Rotate to visualize
Tap & hold for tooltips
Tap to link
Shake to refresh
Use GPS as geo-location input
Filter your results
View data plotted on maps based on proximity
View reports personalized by
your location
9
10
Dashboards. Reinvented.
11
Beautiful Dashboards. Extraordinary Display.
12
Our Design Philosophy
Your•app•mat•ters | yôr ap’ matərs |
noun The MicroStrategy philosophy that our company, technology, people, and ideas are singularly focused and prioritized on one thing above all others – the success of your app.
Great Apps are ConsequentialApps that increase the velocity of decision-making
Great Apps are DurableEmbedded with insight which withstands the test of time
Great Apps are HotEqual parts powerful and beautiful, fascinating and captivating
13
The Excitement for MicroStrategy Mobile is Unprecedented
Flexibility to design apps that infuse our unique brand identity
We were ‘wowed’
MicroStrategy Mobile enables us to deliver extremely useful iPhone apps to our clients. Our new app will give food, alcohol, and beverage suppliers easy access to valuable information to help them quickly understand consumer trends, evaluate product performance, and plan successful consumer promotions. It’s important that our mobile apps capture our corporate culture and brand, and MicroStrategy gives us the flexibility to design apps that infuse our unique brand identity and business environment.
- Brian Barrett, President and CEO of GuestMetrics
We were ‘wowed’ by MicroStrategy’s technology and the ability to build our application in one week leveraging our existing infrastructure. Our clients are very excited about our new iPhone app and the capabilities it provides to help them enhance efficiency and improve business performance. We see tremendous potential for iPhone and iPad apps, which will enable our clients to access important information whenever they need it.
- Jon Gorman, CTO at Alloso Technologies
Important part of our technology strategy
Thrilled with the success achieved using MicroStrategy Mobile
We consider ourselves pioneers in deploying innovative mobile applications, and are thrilled with the success achieved using MicroStrategy Mobile. Our mobile apps capture the spirit of innovation, corporate culture, and cutting-edge identity at Nygård, and we look forward to continuing development and design of mobile business
intelligence applications that support our business operations.
- Len Nicolas, CIO, Nygård International
Mobile applications are becoming an increasingly important part of our technology strategy. We are working to deploy platform-agnostic applications that will enable our mobile workforce to functionally do on a mobile device what they currently have to do on a “connected” laptop or desktop PC.
- William Graca, Manager, Strategy Implementation, IT Process and Organization, Volkswagen Group of America
14
Real World Mobile Solutions: Casino Management App
Improve Casino Operations Anytime, Anywhere
Casino managers roam the casino floor like
planets orbiting a star; they cannot miss any
action since their decisions are worth millions
of dollars. What expenses should be incurred to
bring in high-rollers? Which pit is not performing
well? What’s the Win Per Unit of each slot
machine? Which manufacturer’s machine is
generating the largest Slot Win for the casino?
The Casino Management app lets Casino
Operations, Player Development, and Games
Management staff be mobile in the truest sense.
Casino managers get macro and micro pictures
of their floors right down to the individual table
or slot performance level.
Approach customers with better information,
provide better real-time responses, and improve
the overall gaming experience!
15
Real World Mobile Solutions: Retail Merchandise Analysis App
Eliminates Stockouts and Overstocks Anywhere, Anytime
Retailers face immense pressure to manage
inventory. Buyers and merchandise managers
need to be constantly on-the-go either in team
meetings, travelling overseas for a buying trip,
or working hand-in-hand with vendors. This job
requires mobility and constant connectivity to
respond to consumer demand, seasonal, and
fashion trends. All to ensure that customers get
the right products.
The Merchandise Analysis app is designed to
improve inventory decisions. Users can quickly
accelerate shipments by evaluating top-selling
products, make markdown decisions based
on seasonal sell-through, cancel shipments for
bottom-selling products, and communicate more
effectively with vendors. Significantly reduce
costs, eliminate the expense of stock-outs and
overstocks, and make powerful, rapid decisions
from the palm of your hand!
16
Real World Mobile Solutions: Card Account Management App
Conveniently Manage Your Finances On-the-Go
Consolidate finances, manage multiple accounts,
and take proactive actions to be fiscally responsible.
How much is your teenage son spending on video
games? Is any family member close to their credit
limit? When is the next bill due? Are there any
fraudulent charges? Can you make better use
of your rewards? Answer all of these questions
and more.
The Card Account Management application is a
simpler way to manage your household’s finances
and take immediate actions. Don’t just view data
and make observations, implement meaningful
financial decisions. Request a credit limit increase,
instantly pay bills, or call a vendor to discuss a
higher-than-expected charge… all with the touch
of your finger!
17
Real World Mobile Solutions: Auto Repair Vendor Management App
Touch, Swipe, and Tap to Monitor Service Levels and Investigate Repair Quality
Insurance companies closely monitor repair
facilities to improve the quality, cost, and
effectiveness of service provided to their
policyholders. To meet these goals, it is
imperative that repair facilities have efficient
average cycle times (time elapsed from when
the vehicle arrives at a repair facility to when
it leaves) and charge a reasonable amount
to customers.
The Automobile Repair Shop app for the
iPhone empowers regional managers, examiners,
and claims management personnel to efficiently
manage critical activity and cost levels at shops
in their network.
18
Revolutionary Mobile Decision Making on Revolutionary Mobile Devices
A True iPhone and iPad Experience
Generate Information-rich Apps – bursting with
your data – that direct users through a specific
process for a specific purpose. Use touch and
gestures to manipulate sets of numbers. Enable
immediate data-fueled transactions, and
encourage enterprise-wide prosumer behavior.
A True MicroStrategy Experience
Interact with your reports, graphs, documents,
and dashboards. Explore through vast amounts
of data to find key business trends and insights
that drive decision making. Reach out and touch
unmatched analytical power built on your data…
built on a higher performance, higher-scale
Mobile Business Intelligence platform.
19
MicroStrategy’s Extensive Platform Experience Conveys Directly to Mobile BI
The MicroStrategy platform is built on one, unified, organically-
developed architecture. This platform provides a number of critical
capabilities to ensure that it is truly enterprise-class:
Rapid Development and Deployment using WYSIWYG point-
and-click design in the MicroStrategy Integrated Development
Environment.
High Scale and High Performance across user scale, data scale,
and application scale on the fastest, highest performing Business
Intelligence Server.
Economies of Scale as the system grows with the minimum
number of IT personnel and the fewest servers.
‘Write once, run anywhere’ Flexibility from a single service-
orientated architecture to satisfy multiple devices and clients without
additional integration or device-specific translation.
Openness and Extensibility via MicroStrategy’s SDK and extensive
library of APIs.
Secure Data Access Model designed to provide robust data
protection using a full range of technologies and security models.
Comprehensive Administrative Control consistent with mission-
critical system operation.
Unmatched Analytical Power against entire data warehouses
using data mining, predictive, statistical, financial, and mathematical
analyses.
The Platform for Mobile Business Intelligence
MicroStrategy Mobile Business Intelligence
FASTER TO DEVELOP – Quickly design apps that offer a superior user experience, knowing that infrastructure code such as
networking, security, data management, and sensor integration is already built-in.
NO CODE REQUIRED – Customize the look, feel, and behavior of your app using an array of finely-designed, iPhone-optimized
displays and controls. MicroStrategy’s intuitive point-and-click interface makes configuration easy.
EASIER TO MAINTAIN – Accelerate deployment of new apps and stream app updates with the MicroStrategy Mobile application
platform, so users always have easy access to the latest, most up-to-date information.
Browser
Desktop / Laptop Mobile
Full Spectrum ofDeveloper Tools
Full Spectrum ofAdmin Tools
MicroStrategy
Web
MicroStrategy
Intelligence Server
MicroStrategy
MobileWeb
Professional
DesktopDesigner
EnterpriseManager
CommandManager
ObjectManager
IntegrityManager
Architect
Databases TransactionalApplications
WebsiteContent
CubeDatabases
SDK
Office
xx
x
Portals
x
Windows iPad
iPad 1:55 PM 100%
BlackBerryiPhone
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Management, Information Like Water, Insight Is Everything, Intelligence Through Every Phone, Intelligence To Every Decision Maker, Intelligent E-Business, Personalized Intelligence Portal, Query Tone, Rapid Application Development, Strategy.com, MicroStrategy Intelligent Cubes, The Foundation For Intelligent E-Business,
The Integrated Business Intelligence Platform Built For The Enterprise, The Intelligence Company, The Platform For Intelligent E-Business, The Scalable Business Intelligence Platform Built For The Internet, Industrial-Strength Business Intelligence, Office Intelligence, MicroStrategy Office, MicroStrategy Report Services,
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Patent Information
This product is patented. One or more of the following patents may apply to the product sold herein: U.S. Patent Nos. 6,154,766, 6,173,310, 6,260,050, 6,263,051, 6,269,393, 6,279,033, 6,501,832, 6,567,796, 6,587,547, 6,606,596, 6,658,093, 6,658,432, 6,662,195, 6,671,715, 6,691,100, 6,694,316, 6,697,808, 6,704,723, 6,707,889,
6,741,980, 6,765,997, 6,768,788, 6,772,137, 6,788,768, 6,792,086, 6,798,867, 6,801,910, 6,820,073, 6,829,334, 6,836,537, 6,850,603, 6,859,798, 6,873,693, 6,885,734, 6,888,929, 6,895,084, 6,940,953, 6,964,012, 6,977,992, 6,996,568, 6,996,569, 7,003,512, 7,010,518, 7,016,480, 7,020,251, 7,039,165, 7,082,422, 7,113,993, 7,181,417, 7,127,403,
7,174,349, 7,194,457, 7,197,461, 7,228,303, 7,260,577, 7,266,181, 7,272,212, 7,302,639, 7,324,942, 7,330,847, 7,340,040, 7,356,758, 7,356,840, 7,415,438, 7,428,302, 7,430,562, 7,440,898, 7,457,397, 7,486,780, 7,509,671, 7,516,181, 7,559,048, 7,574,376, 7,617,201, 7,725,811 and 7,801,967. Other patent applications are pending.
COLL-0943 0710MicroStrategy Incorporated • 1850 Towers Crescent Plaza • Vienna, VA 22182 • 703.848.8600 • www.microstrategy.com
Copyright ©2010. All rights reserved. MOBILE INTELLIGENCE
MicroStrategy Mobile
Market SurveyMarket Research conducted via an online
survey on Mobile Strategy, with over 4,100 survey on Mobile Strategy, with over 4,100
respondents
MicroStrategy Mobile Market Survey
MicroStrategy conducted a survey on Mobile strategy with over 4,100 respondents
Mobile Plans and Opportunities
2
• 78% of all respondents stated that their organizations will deploywill deploy or are
investigating deployment of mobile apps within the next two years.
• 68% of respondents with existing or planned deployments are focused on using
the Apple iPhone.Apple iPhone.
• 40% of respondents with existing or planned deployments are focused on using
the Apple iPadApple iPad, even though the device had only been on the market for two months at the time of the survey.
Mobile Plans and Opportunities
By 2012, We Expect that Many Companies will have
100s of Mobile Apps for Internal and External Use
Have you deployed, or are you currently deploying, mobile Apps?
3
Mobile Plans and Opportunities
Companies Favor Native Apps Over Browsers, but
There is Still Significant Indecision
Which mobile App architecture do you plan to use?
4
Mobile Plans and Opportunities
Most Organizations Believe They Will Use In-house
Developers for Mobile Apps
How will you develop your mobile Apps
5
Mobile Plans and Opportunities
Apple OS has Overtaken RIM as the Most Popular
Platform for Business Apps
Which mobile platforms will you build apps for?
6
7
App-Centric
Purpose-built, workflow-driven Apps that
quickly and easily guide users through their
data to discovery, analysis, or decision.
Apps fully leverage mobile device
capabilities, including the multi-touch
interface, sensors (GPS, camera, etc.),
communications (voice, email, text), and
more.
Fast to App
Fast, code-free App development via
MicroStrategy’s metadata-driven, point-
and-click paradigm. Build rich, interactive BI
Apps in just days. Speed deployment by
building once and deploying across
platform to iPhone, iPad, BlackBerry,
browsers, Microsoft Office, or portals.
Designed to deliver the higher levels of
performance and scalability demanded by
mobile Apps. MicroStrategy delivers in-
memory, multi-level caching, ROLAP
analytics, robust security, easy extensibility
and comprehensive administration features
designed for enterprise deployments.
Enterprise Grade
MicroStrategy Mobile for iPhone and iPad
Secure Business Intelligence on Apple® Mobile Devices
MOBILE INTELLIGENCE
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Patent Information
This product is patented. One or more of the following patents may apply to the product sold herein: U.S. Patent Nos. 6,154,766, 6,173,310, 6,260,050, 6,263,051, 6,269,393, 6,279,033, 6,501,832,
6,567,796, 6,587,547, 6,606,596, 6,658,093, 6,658,432, 6,662,195, 6,671,715, 6,691,100, 6,694,316, 6,697,808, 6,704,723, 6,707,889, 6,741,980, 6,765,997, 6,768,788, 6,772,137, 6,788,768,
6,792,086, 6,798,867, 6,801,910, 6,820,073, 6,829,334, 6,836,537, 6,850,603, 6,859,798, 6,873,693, 6,885,734, 6,888,929, 6,895,084, 6,940,953, 6,964,012, 6,977,992, 6,996,568, 6,996,569,
7,003,512, 7,010,518, 7,016,480, 7,020,251, 7,039,165, 7,082,422, 7,113,993, 7,181,417, 7,127,403, 7,174,349, 7,194,457, 7,197,461, 7,228,303, 7,260,577, 7,266,181, 7,272,212, 7,302,639,
7,324,942, 7,330,847, 7,340,040, 7,356,758, 7,356,840, 7,415,438, 7,428,302, 7,430,562, 7,440,898, 7,457,397, 7,486,780, 7,509,671, 7,516,181, 7,559,048, 7,574,376, 7,617,201, 7,725,811 and
7,801,967. Other patent applications are pending.
Introduction .............................................................................................................................................. 2
SecuringMobileBusinessIntelligenceApplications .............................................................................. 3
1. MobileDeviceSecurityforiOS ................................................................................................. 3
2. Multi-TierArchitectureandTransmissionSecurity ................................................................. 8
3. UserAuthorizationforMicroStrategyMobile ...................................................................... 10
ASecureMobileBISolution .................................................................................................................. 16
Secure Business Intelligence on Apple® Mobile Devices
2
Introduction
The mobile revolution is upon us. Our information gathering behavior has changed through the 100,000s of
specialized mobile apps. Gone are the days of performing a keyword search in a browser. Now, we simply find
the appropriate app and download it. These mobile applications are increasingly being leveraged by corporations
to distribute relevant corporate data to their workforce. Mobile Business Intelligence (“BI”) applications offer
compelling ways for enterprises to share information with employees, customers, and partners wherever they need
it. Due to the nature of mobile devices, these applications (“apps”) present new security challenges that must be
addressed by both the BI platform and the security capabilities of mobile devices. Data access, data transmission,
and data storage must all be considered when deploying a complete and secure solution.
This paper will discuss the security capabilities of MicroStrategy Mobile on Apple’s mobile devices. The combination
of these two security feature sets provides enterprises with a flexible security architecture strong enough to protect
your corporate information.
3
Securing Mobile Business Intelligence Applications
Securing mobile BI applications and the sensitive data they contain may be abstracted into three critical areas:
1. Mobile Device Security, including:
A. Device control and protection
B. Security of the MicroStrategy Mobile App
C. Data protection
2. Multi-tier Architecture and Data Transmission Security, including:
A. BI platform security
B. Wireless and public network security
3. User Authorization for the BI application, including:
A. Application functionality security
B. Access control lists
C. Data security
MicroStrategy provides a BI architecture that enables corporations to confidently address all mobile security
requirements that maximizes flexibility and scalability, and minimizes administrative effort.
1. Mobile Device Security
In mobile business intelligence applications, it is essential to consider the security of the device itself, access to the
BI application running on the device, and the security of any cached data persisted on the device. For the Apple
iPhone, iPad, and iPod Touch, a complete security approach should include strategies for:
• Device control and protection
• Security of the MicroStrategy Mobile App
• Data protection
A. DEVICE CONTROL AND PROTECTION
Apple’s iOS platform enables administrators to establish strong policies for device access. All devices have password1
formats that can be configured and enforced over-the-air. Additionally, the iPhone provides secure methods to
configure the device where specific settings, policies, and restrictions must be in place. These methods provide
flexible options for establishing a standard level of protection for all authorized users.
Password Format
Apple mobile devices support password protection that prevents unauthorized users from accessing data stored on the
device or otherwise gaining access to the device. An extensive set of password formatting options can be set to meet
security requirements, including timeout periods, password strength, and how often the password must be changed.
1 Apple uses the word "passcode" to refer to passwords.
4
The following table lists the password features configurable centrally by an administrator:
PASSWORDFEATURE FEATURECAPABILITY
Require Password User must use a password. The administrator can set up the structure of the password, e.g., requiring a combination of alphabetic and numeric characters and whether to permit repeating, ascending/descending sequences.
Set Minimum Password Length The smallest number of characters permitted in the password.
Set Minimum Number of Complex Characters
The smallest number of non-alphanumeric characters allowed.
Maximum Password Age Number of days after password must be changed (1-730 or none).
Auto Lock Device The amount of time it takes for the device to automatically lock when not in use.
Password History The number of unique passwords required before password re-use is permitted.
Grace Period for Device Lock The maximum amount of time that the device can be unlocked without prompting for password.
Maximum Number of Failed Attempts
The maximum number of times an incorrect password can be entered before all data on the device will be erased.
Policy Enforcement
Apple mobile device configuration is managed via the Configuration Utility, which allows an administrator to set up
the corporate resources that the mobile users can use.
Figure1: Apple’s iPhone Configuration Utility enables administrators to establish settings for corporate iPhones. A similar utility configures
corporate iPads.
Settings, such as WiFi network connectivity, corporate email access, LDAP authentication information, and secure
access through VPN can all be configured centrally. The iPhone Configuration Utility can also load applications and
provisioning profiles onto a device. The ability to establish password policies along with device and app settings in
a configuration profile ensures that devices used within the enterprise are configured correctly and according to
security standards set by your organization.
5
The configuration profile – an XML file that is distributed to users and loaded on the mobile device – is protected by
a password only known to the administrator. Once the profile has been loaded on the device the settings cannot be
changed from that profile without knowing the profile password. The profile can also be locked to the device and
cannot be removed without completely erasing all of the device contents.
Configuration profiles can be both signed and encrypted. Signing a configuration profile ensures that the settings
it enforces cannot be altered in any way. Encrypting a configuration profile protects the profile’s contents and
permits installation only on the devices for which it was created. Configuration profiles are encrypted using CMS
(Cryptographic Message Syntax, RFC 3852), supporting 3DES and AES 128.
There are three ways that a configuration profile can be loaded on to the device.
1. The device can be connected directly to the machine that has the Configuration Utility installed.
2. A link can be provided on a web page which, when accessed from a web browser on the device, will load
the profile onto the device.
3. A link can be provided in an email message that will load the configuration profile as if the user had
accessed the link via the web browser.
For organizations that use Microsoft Exchange Server for email, Exchange ActiveSync can push certain policy
updates to the device over-the-air, enabling automatic policy updates without any action needed by the user.
B. SECURITY OF THE MICROSTRATEGY MOBILE APP
MicroStrategy Mobile takes full advantage of Apple’s iOS features to secure the MicroStrategy Mobile App running
on the mobile device. MicroStrategy Mobile is signed to ensure that the App is authentic. iOS’s “sandboxed”
approach is used when MicroStrategy Mobile runs, which protects data used by other applications . MicroStrategy
Mobile uses a secure encrypted keychain for storage of application credentials, extending this functionality with its
own authentication options and policy controls.
iOS-Native Protection for Applications
Apple enhances security by strictly controlling how apps are developed and the application behavior at runtime.
All iPhone applications must be signed by Apple, contributing to the overall security of the device. The
MicroStrategy Mobile App available on Apple’s App Store has been signed by the developer using an Apple issued
certificate. This ensures that applications haven’t been tampered with or altered. Runtime checks ensure that an
application hasn’t become untrusted since it was last used.
The use of custom-configured versions of MicroStrategy Mobile can be controlled with a provisioning profile. Users
must have the provisioning profile installed on their mobile device to use the application. Administrators can also
restrict the use of an application to specific devices.
When applications run on Apple mobile devices, they are “sandboxed” so they cannot access data stored by other
applications. In addition, iOS system files, resources, and the kernel are shielded from the user’s application space. If
an application needs to access data from another application, it can only do so using the APIs and services provided
by iOS. Code generation is also prevented.
6
Secure Application Authentication
Apple provides a secure, encrypted keychain for storing digital identities, user names, and passwords. Keychain
data is partitioned so that credentials stored by third-party applications cannot be accessed by applications with a
different identity. This provides the mechanism for securing authentication credentials on mobile devices across a
range of applications and services within the enterprise.
MicroStrategy Mobile enables administrative control of password policies for the MicroStrategy BI platform. These
policies are configured by administrators via a web-based Mobile Configuration interface.
Figure2: MicroStrategy’s Mobile Configuration interface controls native client app settings for Apple Mobile devices.
The MicroStrategy BI platform maintains a profile for each user of the BI system. These are created using a graphical
interface, scripts with textual commands, or synchronized directly with Windows or LDAP user directories. Validation
of login credentials when the user initially runs the MicroStrategy Mobile App can be performed using:
a. Standard Authentication. With standard authentication, user logins, passwords in an encrypted hashed
format, and security profiles are stored within MicroStrategy metadata. The login and password stored in
MicroStrategy Mobile are sent to the MicroStrategy BI platform using a 160-bit one-way encryption algorithm,
where they are compared to the login and password stored in the MicroStrategy metadata repository. If
they match, the user is granted access to the BI system. Throughout the user’s session, all security settings
associated with the user will remain in effect, and be applied in a manner that is fully transparent to the user.
b. Linked Authentication. Many corporations have a single, centralized security directory which governs user
access to internal systems and applications across the entire enterprise. MicroStrategy integrates seamlessly
with security directories through linked authentication, which is also referred to as external authentication.
Benefits of linked authentication include reduced administration and maintenance of users in the BI
system and increased ease of use for end users. Linked authentication is often automatic, meaning the
7
MicroStrategy system detects the user credentials, and automatically validates those credentials against
corporate security systems, such as Lightweight Directory Access Protocol (LDAP), Microsoft Windows
Active Directory®, or Windows NT® LAN Manager (NTLM).
With automatic, linked authentication, users typically use a single login to access both the network and
the MicroStrategy BI platform. Business users are able to move freely between all BI applications and other
enterprise applications on their mobile device without maintaining multiple logins and passwords. This
single sign-on capability further simplifies administration and maintenance of security profiles and groups,
and complementary authentication technologies such as digital certificates are applied transparently to the
MicroStrategy BI platform.
C. DATA PROTECTION
Apple's iOS-based mobile devices include a variety of security features designed to protect data stored on the device
itself. These features enhance the security of a mobile BI implementation.
Encryption
iPhone 3GS, iPhone 4, and iPad offer hardware-based encryption. This encryption uses AES 256-bit encoding to
protect all data on the device. Encryption is always enabled, and cannot be disabled by users.2 MicroStrategy takes
full advantage of iOS’s encryption to protect application data cached locally.
Any mobile application data, including the MicroStrategy Mobile App, backed up in iTunes to a user’s computer
can be encrypted. When an encrypted configuration profile is stored on the user’s device, this capability is enforced
automatically.
Remote Wipe
If a device is lost or stolen, all the data can be removed from the device by issuing a remote wipe command. This
also deactivates the device. If the device is configured with an Microsoft Exchange account, the administrator can
initiate a remote wipe command using the Exchange Management Console (Exchange Server 2007) or Exchange
ActiveSync Mobile Administration Web Tool (Exchange Server 2003 or 2007). Users of Exchange Server 2007 can
also initiate remote wipe commands directly using Outlook Web Access.
Local Wipe
Devices can also be configured to automatically initiate a local wipe after several failed password attempts. This is
a key deterrent against brute force attempts to gain access to the device. By default, Apple’s mobile devices will
automatically wipe the device after 10 failed pass-code attempts. As with other password policies, the maximum
number of failed attempts can be established via a configuration profile or enforced over-the-air via Microsoft
Exchange ActiveSync policies.
MicroStrategy Report Caches
The Mobile Configuration interface of MicroStrategy Mobile allows administrators to set a variety of local data
caching options. Administrators can specify a maximum cache size on the device for users, automatically wipe the
device of all locally cached every time the MicroStrategy Mobile app is closed, and set options for automatically re-
building new caches for user subscriptions once the application is re-loaded.
2 Per Apple Inc., iPhone in Business Security Overview, June 2009.
8
2. Multi-Tier Architecture and Transmission Security
MicroStrategy Mobile for iPhone and iPad leverages mobile device capabilities and incorporates architectural and
cryptographic features that maximize the security of data transmission:
• Across the private networks where the MicroStrategy platform is managed
• Through private and public wireless 3G or WiFi transmission
A. BI Platform Security
MicroStrategy Mobile is based on a secure, multi-tier architecture. Within this architecture, six characteristics ensure
the integrity of the data in the mobile BI system.
1. Securecommunicationsacrossfirewalls
The MicroStrategy platform is normally installed on more than one servers to distribute the BI workload. Secure
communication across these servers is often governed by layers of firewalls constructed into Demilitarized Zones
(DMZ). Using multiple firewalls, two distinct DMZ’s are created with one DMZ protecting the Mobile and Web
servers and the second DMZ securing the infrastructure of the data sources and MicroStrategy Intelligence Server.
2. NodatabaseconnectionfromtheMicroStrategyMobileServer
An effective DMZ is characterized not only by the mere presence of firewalls. It is equally important that the
architectural component that accesses the database should reside behind a firewall. MicroStrategy Intelligence
Server is the core of MicroStrategy’s BI platform, and is the only component that accesses the database. It resides
between two firewalls in the same way that the MicroStrategy Mobile Server resides between two firewalls. Only
in this configuration is a hacker who gains access to the MicroStrategy Mobile server prevented from accessing the
database.
3. Singleportcontrolfordataaccess
Firewalls protect corporate information assets by limiting which application has access rights to certain computer
network ports. To take full advantage of this protection, the Web-based application must allow for granular port
access control. MicroStrategy’s Mobile and Web architecture allows administrators to configure which port is used
for inter-server communication. Connections to other ports can be disallowed by the firewall, thus minimizing
exposure.
4. NoexternalRemoteProcedureCalls(RPC)orRemoteMethodInvocation(RMI)calls
RPC and RMI calls are hazardous because they allow hackers to access and control remote and distributed computer
processes. These calls often allow anonymous access through separate, open ports in the firewall. MicroStrategy
Mobile uses only XML to communicate with the Intelligence Server, eliminating the need for RPC or RMI calls
completely
5. TransmissionSecurity
MicroStrategy’s BI platform provides an option to encrypt communications between its server components, i.e.,
between the MicroStrategy Intelligence Server and MicroStrategy Mobile Server, using an AES 128-bit algorithm.
As AES is in the class of block code ciphers (i.e., the same input plaintext will result in the same ciphertext),
MicroStrategy has employed the algorithm in cipher block chaining mode (CBC), where previously transmitted
9
ciphertext is combined with the input plaintext in successive cipher blocks, which randomizes the input. This is
particularly important for BI applications since the transmitted information tends to be primarily numeric. If CBC
mode were not used, the likeliness that the cipher stream could be broken by a motivated attacker would be
considerably higher.
6. ProtectionofStoredUserCredentials
MicroStrategy follows industry standard security practices for the protection of sensitive user credential information
that is stored in the MicroStrategy metadata repository. Rather than storing the actual user password a secure hash
of the password is stored. Because the hash is a one-way secure operation, even if this data were compromised the
information would not be useful as there is no known way to derive the original password from the hashed value
in order to gain access to the system. MicroStrategy uses the RIPEMD-160 hashing algorithm for this purpose. This
algorithm does not have any known attacks at this time.
B. WIRELESS TRANSMISSION AND PUBLIC NETWORK SECURITY
There are three primary network protocols and configurations that should be considered when investigating the
security of wireless data transmission to iPhone and iPad mobile devices.
1. Internal Use via Private WiFi. The MicroStrategy App will only be used internally (i.e., only by enterprise
employees) and MicroStrategy Mobile BI applications are only accessible via the internal WiFi Network.
2. Internal Use via 3G and Public/Private WiFi. The MicroStrategy App will be used internally and will be accessible
by 3G (i.e., GSM) public wireless networks, and both internal (private) and external (public) WiFi networks via
the internet.
3. External Use via 3G and WiFi. The MicroStrategy App will be used externally (e.g., by consumers or customers)
and will communicate via the internet across both 3G and WiFi networks.
The Apple iPhone and iPad support proven encrypted networking technologies for ensuring that users are
authorized and that data is protected during transmission.
Virtual Private Network (VPN)
Both the iPhone and iPad devices are capable of interoperating with a large majority of corporate VPNs. In particular
these devices offer strong support for IPSec, L2TP and PPTP protocols. A VPN set up between the mobile device and
the MSTR BI platform will provide the strongest security available for communications with the iPad and iPhone
devices. VPN provides secure authentication using standard X.509 digital certificates to ensure that the devices
can legitimately access the server, and also encrypts data communications. The VPN approach is recommended for
secure internal BI applications. Implementation and set up should be relatively straightforward regardless of the
corporate environment and extensions to existing corporate VPNs to support a compatible environment with the
Apple devices are readily available.
HTTPS
The MicroStrategy Mobile supports HTTPS communications between the mobile device and the MicroStrategy
Mobile Server. This communications is secure in that the server is authenticated by the client (i.e., the device) and all
communications are encrypted. Authentication is based on validation of an X.509 digital certificate. The underlying
communications protocol is based on SSL. At the outset of communications, the server is authenticated by the client
and then a mutually-acceptable cipher for encrypting further data transmissions is negotiated between the device
10
and the server. Once the cipher has been chosen all communications between the device and the Mobile Server are
encrypted using the chosen cipher. MicroStrategy recommends that the web server where the MicroStrategy Mobile
Server will be hosted be configured to use only the subset of ciphers that have been proven to be highly secure.
This will provide a high level of assurance that the selected cipher used for session communications is considered
strong by most enterprises.
Wireless Local Area Network
Apple mobile devices support WPA2 Enterprise to provide authenticated, secure access to enterprise wireless
networks. WPA2 Enterprise uses 128-bit AES encryption, protecting data that is transmitted over a Wi-Fi network
connection. Apple mobile devices also support 802.1x standard enabling integration with organizations that use the
popular RADIUS networking protocol.
Together, these technologies are typically applied to three wireless usage scenarios above as follows:
NETWORK NETWORKSECURITYPROTOCOL
1. Internal Use via Private WiFi WPA / WPA2
2. Internal Use via 3G and Public/Private WiFi
VPN or HTTPS / SSL
3. External Use via 3G and WiFi HTTPS / SSL
3. User Authorization for MicroStrategy Mobile
MicroStrategy Mobile determines and enforces security policies governing the business intelligence functionality,
reports, and data for which the user is authorized. Authorization refers to the three-dimensional process by which
the application determines:
• Application functionality privileges
• Object access permissions
• Data access security
MicroStrategy Mobile utilizes the same sophisticated user authorization management framework available in the
MicroStrategy BI platform. This framework distinguishes between users based on each individual’s knowledge,
business needs and security level. User access to application functionality, reports, and data is managed dynamically
based on these parameters.
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Application Functionality Privileges• Establishes Customized User Environment• User Sees Only the Functionality Appropriate to Their Skill Level
FoldersFolder AFolder BReportsReport AReport BMetricsMetric AMetric BAttributesAttribute AAttribute B
See UseWrite
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Export to Excel
SortPivotDrillAdd MetricsWYSIWYG Design
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Object Access Permissions • Set Up Private Workgroup Folders or Reports • Impose Column-level Data Security • Control Development Access to All Objects
UserFeatures
Row
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BI ObjectControl
Data Access Security• Establishes Row-Level Data Security
Figure3: MicroStrategy’s comprehensive application, object access, and data access security provides granular control for mobile BI
administrators.
A. APPLICATION FUNCTIONALITY PRIVILEGES
Users fall into various types, including casual users, power users, application developers, and administrators.
Depending on their levels of sophistication, certain users might need basic functionality such as running reports and
sorting the results, while power analysts might need to create their own analyses and publish them. Application
developers need object creation privileges, and administrators require specific monitoring and management
functionality. MicroStrategy employs over 130 privileges to assign application functionality to user groups, user
roles, and individual users. These privileges can be assigned to users, user roles, and user groups through a graphical
interface or through text-based commands.
Such fine-grained control ensures that all users access the MicroStrategy platform according to their level of
proficiency. With administrators setting various levels of application functionality security, users can start using the BI
applications with minimal training. Over time, administrators may grant users more privileges as they become more
experienced.
B. OBJECT ACCESS PERMISSIONS
Individual MicroStrategy metadata objects are governed by their own security permissions, called Access Control
Lists (ACL). Each data abstraction object, business abstraction object, report component, and report definition
may have its own unique ACL, which grants users or user groups a set of privileges for the object. To simplify
application maintenance, an ACL can apply to many objects. MicroStrategy’s object-oriented metadata allows ACLs
to be inherited by child objects and applied recursively. Seven permissions can be combined to grant or deny object
behavior to user groups or to individual users.
• Browse – view the object in a folder and viewer
• Read – view the object’s properties (definition and, ACL settings)
12
• Write – modify the object’s definition but not the ACL settings
• Delete – delete the object from the metadata repository
• Control – modify the object’s ACL settings and take ownership of the object
• Use – reference the object when creating or modifying other objects
• Execute – reference the object when running documents and reports
These permissions have been arranged into predefined groups that reflect the most commonly used sets of
permissions as follows:
• View – contains Browse, Read, Use, and Execute
• Modify – contains Browse, Read, Write, Delete, Use, and Execute
• Full Control – contains Browse, Read, Write, Delete, Control, Use, and Execute
• Denied All – explicitly denies all object access
For example, when a report contains many metrics, each metric’s “Execute” permission determines whether a user can
view that metric in the report. Developers can minimize the number of reports they create and store in the metadata
repository by making use of this feature. When two users run the same report, they will receive different versions
of that report from a single report definition in the metadata, based on their ACL settings. Different users may even
be given access to completely different subsets of the data and business abstraction objects. For example, corporate
expense attributes, metrics, and reports can be restricted to managers and finance department users. ACL settings can
also be applied when drilling so that some users can drill down to detailed information while others cannot.
C. DATA ACCESS SECURITY
MicroStrategy Mobile supports mechanisms for securing data that can be incorporated as strategies during BI
application development.
Securing Data using Database Security
In a database, security restrictions for database logins can be placed on tables, rows, and columns. MicroStrategy’s
BI platform accesses data sources using database connections. Separate database connections can be created to
access the same data source with different logins. MicroStrategy users and user groups are linked to database
connections using connection maps.
All users allocated to a database connection will log in to the database with the same credentials, and will be
subject to the security setting in the data source. Furthermore, database views may include a restriction by database
login in their definition. This login, obtained from the database connection information, limits the rows that are
selected by the view when processing queries. These security views provide row-level security for every query
submitted by the user. Since an administrator defines this security view inside the data source, all query tools
accessing the data source with a particular login will use the view. The SQL statement used to create the database
view can also be used within MicroStrategy to define a logical table in the metadata.
The main disadvantage of using database views to manage security is that performance may degrade because the
view is processed at run-time. Security views must also be recreated every time new data is added to the tables in
order to optimize the query that defines the view.
Securing Data with Security Filters
Security filters provide a method for ensuring cell-level data security. All the filtering sophistication available in
13
MicroStrategy can be used to limit the data that a user or user group can access. For every data request, including
documents, reports, and prompt lists, additional filtering criteria is automatically added to the query to restrict the
result set to information that the user is permitted to access.
Take an example of a new Northeast Regional manager who was transferred from the South at the beginning of
2010. She needs access to all current Northeast data, but may also need access to South data for prior years. A
security filter using this criteria will restrict all data requests to the Northeast region for 2010 data, and the South
region for prior years.
Security filter definitions may also specify Top and Bottom range attributes. A Top range attribute specifies the
highest hierarchical level that the security filter allows the user to view. If a Top level is specified, the security filter
expression is NOT raised to any level above the Top level. A Bottom range attribute specifies the lowest hierarchical
level that the security filter allows the user to view. If this is not specified, the security filter can view every level
lower than the specified top range attribute that otherwise meets the filter expression criteria.
Many companies use hand-coded SQL queries in their MicroStrategy BI applications to retrieve and distribute select
information to groups of business users. The difficulty of ensuring appropriate data security on these freeform
SQL queries is significant. MicroStrategy addresses this difficulty by embedding security filters within freeform SQL
queries. Though these SQL queries are hand-coded and static, they can include a “wildcard” that will dynamically
insert the appropriate user security condition at run time while leaving the rest of the custom SQL query unchanged.
MicroStrategy also provides a user login condition that incorporates individual user logins as a condition in the SQL
query. This ability integrates user data access based upon security tables inside the data warehouse with security
profiles maintained inside the MicroStrategy BI platform. The user login condition can apply to all users of a BI
application or to specific users or user groups. Even more fine-grained control is possible by including the user login
condition on a report-by-report basis.
Organizing Users into User Groups and Security Roles
With all of the granular controls for user authorization described above, administrators can easily be overwhelmed
by the task of assigning security parameters for every individual. While offering maximum flexibility with full control
at the individual level, MicroStrategy’s administration architecture also employs a far more powerful and scalable
mechanism to organize security profiles into group- and role-based user assignments. All elemental building blocks
of User Authorization – Application Functionality Privileges, Object Access Permissions, and Data Access Security –
are first assigned to a series of user groups and security roles. Users are then assigned to any number of groups and
roles, and the MicroStrategy BI platform dynamically merges privileges, permissions, and security filters to create an
aggregate user profile for each user upon login.
14
User Groups• Are a Set of Users• Privileges and ACLs can be Assigned to User Groups • User Group Privileges Apply to All Projects• Example: Users with Common Information Needs: - Marketing Users - Sales Users - Finance Users
Security Roles• Are a Set of Privileges • Security Roles can be assigned to Users and/or Specific Groups• Security Roles Apply to Specified Individual Projects and ACLs can be Assigned to User Groups • Example: Users with Common Functionality Needs: - Executive Users Need to Run, Sort, and Print Reports - Business Analysts Need Additional Capabilities to Drill and Change Subtotal Definitions
Users
Users Groups Security Roles
Users• Are Identified by a Unique Login and User Name• Users are Defined in the Metadata Repository• Users Exist Across Multiple Projects
Figure4: All three dimensions of user authorization (application functionality privileges, object access permissions, and data access security) may
be defined at the user, group or security role level.
With MicroStrategy Mobile, every user effectively has a personalized user profile that governs all privileges across
all BI applications and reports. Each user sees only pertinent data, and interacts with the data in a controlled way,
regardless of who created the report, and how the report is defined.
15
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MANAGERROLE
STAFFROLE
Divisional Executives can see data for theirdivision and department.
Div
A
Dept
1
2
Salary Vacation BenefitsEmployee
Managers can see only their department’s complete data but only non-confidential data of other departments.
Div
A
Dept
1
2
Salary VacationEmployee
Sales staff see only their personal data.
Div
A
Dept
1
Salary VacationEmployee
HR VP can see all divisional personnel data.
Div
A
Dept
1
2
Salary Vacation BenefitsEmployee
B3
4
HR Managers can see all personnel data except salary.
Div
A
Dept
1
2
Vacation BenefitsEmployee
B3
4
HR staff can see only the data for thedepartments they support.
Div
A
Dept
1
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VacationEmployee
One Report Can Serve Many Users
Figure5: MicroStrategy’s architecture enables a single report to securely serve the needs of individual users throughout the enterprise, across
departments, in any functional role or level in the enterprise organizational structure, accessed through any client – web browsers, mobile devices,
and more.
16
MicroStrategy – A Secure Mobile BI Solution
Secure mobile applications are already available in the Apple App Store. iPhone and iPad applications that deliver
high-value to consumers in high-security industries, such as banking, electronic trading, healthcare, and insurance,
are proliferating. This demand for data is extending to the corporate world. Enterprises need to share their
information with employees, customers, and partners. MicroStrategy Mobile business intelligence is at the forefront
to deliver on this vision in a safe, secure manner. MicroStrategy Mobile is built to meet the security requirements
of any organization and is designed to integrate seamlessly with the proven security features of the Apple iPhone
and iPad. Robust features for device security, data security, authentication, authorization, and transmission security
combine to provide a layered approach to protect sensitive data in mobile business intelligence applications.
MicroStrategy Incorporated • 1850 Towers Crescent Plaza • Vienna, VA 22182 • 703.848.8600 • www.microstrategy.com COLL-0967 0910
MOBILE INTELLIGENCE
A focused MicroStrategy Professional Services program designed to
accelerate your mobile app strategy.
A world-class mobile BI app based on your own business data and processes.
Additional high-value deliverables that help you refine your mobile approach
and share your success.
10 1 2days mobile app valuable extras
MOBILE INTELLIGENCE
There’s an App for That...
… And it’s yours in 10 days.
Your app will incorporate your unique
business processes and data and will
deliver an intuitive, interactive user
experience. It can leverage context-
gathering mobile device sensors: photo
for barcode, GPS for location, microphone
for voice, accelerometer for movements,
compass for direction.
As your mobile strategy partner,
MicroStrategy will help you develop
the vision for your app, define the app’s
requirements and workflow, and build
the app. A Mobile BI expert will be on-
site with you to ensure the app meets
your business and user requirements.
In addition to building your mobile
business intelligence app, MicroStrategy
will produce additional deliverables to
help you drive project excitement,
adoption, and success.
Accelerate Your Mobile BI Strategy
Mobile computing is changing the way people produce and consume information. It’s revolutionizing how, when, and where business decisions are
made. Decision-makers now expect the power of anytime-anywhere insight and analysis in the palm of their hands.
Mobile business intelligence delivers this critical insight and analysis, shortening decision-making timeframes and accelerating the speed of business.
While mobile BI can extend and enhance the value of traditional reports and graphs, it is ideally delivered via easy-to-use applications (“apps”) that are
specifically designed to guide users to optimal decisions and solve focused business problems.
The MicroStrategy Mobile QuickStrike is a focused, 10-day program designed to deliver your first mobile app and accelerate your mobile BI strategy.
Three Essential QuickStrike Deliverables
A fully functional mobile BI app based on your own
business data and processes.
• Built just for you. A purpose built app, designed to guide
users through their data to analysis, discovery, or decision
• Expressive interface design. Includes a customized home
screen and up to ten functional screens, incorporating a rich
selection of grids, graphs, documents, and data visualizations
• Native capabilities. A MicroStrategy Mobile-based app,
designed to run natively on the iPhone or iPad, leveraging
unique device capabilities like the multi-touch interface
Your App Storyboard
Your App Video
21 3
Your Mobile BI App
A detailed, fully documented
Application Design (aka “storyboard”)
that describes your app in detail.
• A model for your app. A wireframe
mockup showing app process flow and
designs for each individual screen, with
actual screenshots used once available
• Essential details. A description of
the app that includes objectives, use
cases, and user profiles
A video recording of your app, designed
to help you share your success.
• Complete coverage. A two to four
minute video demonstrating the full
capabilities of your mobile BI app
• Narrated. Includes voiceover
describing key functionality and
business value
• Shareable. Designed for easy sharing
within your organization
Mobile BI App Design
Model business process.
Storyboard app flow and
wireframe screens.
Create build plan.
Design Validation
User testing of app to validate
design and storyboard.
Incorporation of user
feedback.
Awareness & Deployment
Updated storyboard with app
screenshots.
Recording of video for sharing.
Final delivery of app.
Interactive Build Process
Collaborative
development process.
Daily design and
review sessions.
Prep for QuickStrike
Facilitated mobile visioning
and strategy session.
Prepare hardware and
software environments.
A Proven QuickStrike Approach for Mobile App Delivery
Deep Mobile Expertise
MicroStrategy has successfully implemented mobile solutions for customers across
a variety of industries. Our Certified Mobile Champions – experts in mobile BI
solution design and deployment – are ready to help you develop and implement
your mobile strategy while guiding you to a smooth application deployment.
Each QuickStrike team includes a dedicated on-site Mobile BI expert, supported
by our Mobile BI team at MicroStrategy’s Global Delivery Center. In addition, a
graphic designer is available to review the design and ensure a consistent, high
quality user experience.
Powered by MicroStrategy Mobile
MicroStrategy Mobile maximizes the value of business intelligence, delivering an
easy-to-use, extremely powerful mobile experience. It takes full advantage of the
unique capabilities of devices like the iPhone and iPad, including the multi-touch
interface, integrated device sensors, and other features. With MicroStrategy Mobile,
designers can build guided, workflow-driven solutions that quickly and easily lead
users through their data to discovery, analysis, or decision. MicroStrategy Mobile
delivers fast, easy development using a point-and-click, metadata-driven paradigm,
and offers enterprise grade security, performance, and extensibility.
COLL-0959 0710MicroStrategy Incorporated • 1850 Towers Crescent Plaza • Vienna, VA 22182 • 703.848.8600 • www.microstrategy.com
Copyright ©2010. All rights reserved.
MicroStrategy’s Mobile BI experts follow a precise development methodology designed to deliver brilliant mobile apps with unprecedented speed. The
QuickStrike method is designed to achieve rapid time-to-value by leveraging our proven app design and deployment expertise. It’s a low risk, high reward
approach that helps to ensure that your mobile strategy starts right.
QuickStrike Methodology
DEPLOYDEVELOPPLAN & DESIGN
10 Day QuickStrike Program
INITIATE
Customer Activity
0 1 2 3 4
On-site Mobile BI Champion
GDC Mobile BI
Expert
Graphic DesignerCustomer
MOBILE INTELLIGENCE