Mobile Analytics (Mobile BI) - A Game Changer

Mobile Analytics – A Synthesis of Generally AvailableResearch on Market OpportunityJitender Aswani, SAP Business AnalyticsMarch 2011

A. SummaryB. Enterprise Mobility Mega Trends & Mobile Analytics (Mobile BI) MarketC. Market OpportunityD. Competitive LandscapeE. Appendix A. Mobile Analytics (Re)Defined B. Mobility Market and Eight Mega Trends C. Competitive Assessment 2

Mobile Analytics – A solid market opportunity  Big Data - According to IDC, data is doubling every two years and is expected to reach 1.8 ZB (a trillion GB) in 2011.  Eight mobility related mega trends are locked in a virtuous cycle and will be the bedrock for growth and adoption of Mobile BI solutions and for the overall Enterprise Mobility.  Mobile BI market could grow at 20% plus CAGR over the next 5 years and could likely become over a $2 billion market by 2015.  According to Gartner, more than 33% of Analytics will be consumed using mobile devices, a prediction well supported by the 8 mobility related mega trends discussed here.  Therefore, by 2015 more than 15% of Analytics revenues could come from Mobile Analytics solutions. This should be a serious strategic priority for every Analytics vendor if not already.  Advanced Analytics for Mobile Consumers is growing as computing power and form factor of mobile devices change rapidly.  Shift to “active production model” from a “passive consumption model” is expected to happen allowing mobile business users to assemble dashboards and produce/edit reports on the go. 3

Mobile Analytics Definition, Functionality Desired andPerceived Benefits Business Mobile Analytics Planned Benefits for (BI) Vision Functionality Customers 1 2 View Alerts & Charts & Events Reports  Better and informed decisions  Visible business performance – Functional RequirementsInformation at the 3 Dashboard 4 Data mobile visual dashboardsfingertips (KPI Selection  Agile – gain competitive edge Monitoring) Filtering and respond faster“Must-have” business  Collaboration & better timeintelligence solutions 5 6available for all mobile utilization Drill Down Dashboarddevices Navigation Assembly  Increased customer satisfaction 7 8 Drag and Guided Drop Analysis Navigation 4

Why Now? ─ Enterprise Mobility Market: Trends andPredictions By 2013, 33 percent of BI functionality will beMobile consumedTrends via handheld devices.[1] [1] Gartner , January 2011 *See Appendix B for trend analysis, Mobile market sizing and sources. Predictions 5

Mobile Analytics Market Opportunity  The size of Mobile BI market is expected to be between $600M and $2.1B in 2015 with CAGRs of 8% and 39% respectively. [1]  Mobile BI revenues could represent 15% of BI revenues by 2015. [1]Note:1. The estimated market opportunity is based on proprietary models using IDC data, CAGR for 8 mega trends discussed above, the relative growth sizes of traditional application market and BI market and other assumptions. Assumptions are subjected to revisions based on validations hence the market size estimates can change. 6

Mobile BI Market: Competitive Landscape as of 2011 Frontrunners / Established Emerging Leaders Vendors*See Appendix for detailed competitive analysis 7

Appendix ‒ Mobile Analytics (Re)Defined 8

The Mobile BI market and potential customers desireadvanced Mobile BI solutions…  According to the research reports, enterprise customers desire a large set of functionality in the form of Mobile BI solutions from BI vendors.[1]  The Mobile BI offering should be tiered to suit the need and the sophistication level of the business users.  The passive consumption model consisting of most basic functional requirements has been in existence and will continue to drive the Mobile BI consumption.  The Search and Exploration and the Production / Advanced Analytics models are the two upcoming Mobile BI frontiers that will increase the value and the impact of Mobile BI solutions. 1 2 View Targeted BI Content for “passive consumption” for most Alerts & Charts & Events business users Reports 3 4 View Search and Exploration ─ Interactive and Dashboard Data Charts & advanced features for sophisticated users (KPI Selection Reports Monitoring) Filtering Data Production Model and Tier 1 5 6 Alerts & Selection Events Advanced Analytics for Drill Down Dashboard Filtering Tier 2 Navigation Assembly advanced users Drag and Drill Down Dashboard Guided Dashboard Drop 7 8 Navigation Assembly Analysis (KPI Navigation Drag and Monitoring) Guided Tier 3 Drop Analysis NavigationSource: Mobile Business Intelligence Market Study, Dresner Advisory Services, September 2010. 9

Perceived Benefits – Mobile Analytics (Mobile BI) Market  Better decisions – Executives on the move and in the field can make better informed decisions as they have all the relevant information at their fingertips  Visible business performance – You can make business performance visible by using mobile visual dashboards. Users will be able to monitor business processes and performance at a glance, and also be able to drill down to view details and do further analysis.  Better time utilization – Mobile executives will be able to use their time more effectively if they are empowered to perform productive work when they are in customers office, or at a branch or just before meetings or at the airport.  Agility – Having relevant information at your fingertips helps you identify trends and opportunities early and helps you gain a competitive edge. Mobile executives will be able to respond faster to situations that require their attention.  Collaboration – Mobile executives will be available to and connected with other key decision makers 24/7.  Customer satisfaction – Mobile executives will have details of the entire customer account when visiting a customer location. This will enable them to offer more appropriate solutions to customer problems and increase customer satisfaction. 10

Appendix ‒ Mobility Market and Eight Mega Trends 11

Eight mega trends are increasingly becoming enablers forwider adoption of Mobile Analytics and Enterprise Mobilityin general… 5 1 Mobile Infrastructure Smartphone and Tablet Spending to Grow Revolution 6 2 Strong Demand for Mobile Growth in Mobile Security Solutions Business Workers Mobile 7 Analytics 3 Mobile App Market Set to Continued Momentum in Explode Mobile Business Email 8 4 Mobile Enterprise Cloud Services Revenue Application Platform to Triple Spending to Grow Traditional BI Solutions 12

These eight mega mobility trends present largeopportunities and provide strong catalysts for growth inMobile BI… 1 Shipments of business use Explosion in (corporate liable and individual Smartphone liable) mobile devices to experience a five-year CAGR of Devices 25% to reach 165.6 million units by 2014.[1] 2 The worlds mobile worker population Mobile Worker will pass the one billion mark this year Population Set and grow to nearly 1.2 billion people – more than a third of the worlds to Grow workforce – by 2013.[2] Mobile Email Business market to 3 Mobile increase to $937.6 million in 2014, Business Email representing a CAGR of 13.2%. to Grow to $1 Number of business mobile email subscribers to reach 255.6 million billion in 2014, representing a CAGR of 36.4%.[3] 4 MEAP The worldwide spending on Mobile Enterprise Application Platform Spending to (MEAP) to increase from $1B in 2010 Grow at 12% to $1.7B in 2015.[4] CAGR1. Worldwide Business Users Smartphone 2010-2014 Forecast and Analysis, IDC, September 2010.2. More Than One Billion Mobile Workers Worldwide by Years End, IDC, February 2010.3. Worldwide Business Mobile Email 2010-2014 Forecast and 2009 Vendor Share, IDC, August 2010.4. Worldwide Mobile Enterprise Application Platform (Formerly Mobile Middleware) 2010–2014 Forecast and 2009 Vendor Shares, IDC, November 2010. 13

Eight mega mobility related trends (cont‟d)… 5 The worldwide wireless spending, Mobile driven by the WiMax and Long Infrastructure Term Evolution flavors of 4G, will Spending Set generate $40.3 billion in 2011 and to Rise will be a $44 billion market in 2015.[2] 6 High Demand The worldwide demand for mobile for Mobile security solutions will rise from $1.6 Security billion in 2010 to $3.1 billion in 2015.[3] Solutions 7 According to Gartner, Mobile App Mobile App market is set to grow four fold by Market Set to 2013 and will generate $30 billion Explode in annual revenues with 22 billion annual apps download.[1] 8 Cloud Services The worldwide spending on Cloud Cloud Services Services (SaaS, PaaS, IaaS) to Revenue to Hit increase from $68 billion in 2010 to Revenue to Hit $150 billion $149 billion in 2014.[1[] $150billion Mark Mark[1] Wireless Infrastructure Spending to Rise in 2011 as 4G Deployment Starts, iSuppli, July 2010., [2] Worldwide Mobile Security 2010-2014 Forecast and Analysis, IDC, March 2010.[3] Gartner Says Consumers Will Spend $6.2 Billion in Mobile Application Stores in 2010, Gartner, January 2010. [4] Gartner Says Worldwide Cloud Services Market to Surpass $68 Billion in 2010, Gartner, June 2010. 14

Mobility Related Uber Trends – Opportunity SizeWorldwide mobile voice and data revenue will exceed one trillion dollars a year by 2014, according to Gartner, Inc.Mobile will generate revenue from a wide range of additional services such as context, advertising, application and servicesales, and so on. Each of these will be a significant business worth several tens of billions of dollars per year. (Source: GartnerSays Mobility will be a Trillion Dollar Business by 2014, October 21, 2010) Worldwide annual mobile phone shipments to increase at CAGR of 4% from 1.3B in 2010 to 1.7B in 2015 with most of the growth coming from outside of NA, Japan and EMEA. (Source: Worldwide Mobile Phone 2010-2014 Forecast Update, IDC, September 2010.) 15

Mobility Related Uber Trends (Cont‟d) Worldwide combined shipments of business use (corporate liable and individual liable) mobile devices to experience a five-year compound annual growth rate (CAGR) of 24.9% to reach 165.6 million units shipped by 2014. (Source: Worldwide Business Users Smartphone 2010- 2014 Forecast and Analysis, IDC, September 2010.) Worldwide wireless spending, driven by the WiMax and Long Term Evolution flavors of 4G, will generate $40.3 billion in 2011 and will reach $44B in 2015. (Source: Wireless Infrastructure Spending to Rise in 2011 as 4G Deployment Starts, iSuppli, August 2010.) 16

Mobility Related Uber Trends (Cont‟d) Mobile Business Email market is expected to The mobile enterprise application platform increase to $937.6 million in 2014, representing (MEAP) market is expected to increase to $1.5 a compound annual growth rate (CAGR) of billion in 2014, representing a compound 13.2%. The number of business mobile email annual growth rate (CAGR) of 11.5%. (Source: subscribers to reach 255.6 million in 2014, Worldwide Mobile Enterprise Application Platform (MEAP) 2010-2014 Forecast and 2009 Vendor Shares, IDC, November 2010) representing a CAGR of 36.4%. (Source: Worldwide Business Mobile Email 2010-2014 Forecast and 2009 Vendor Share, IDC, August 2010) 17

Mobility Related Uber Trends (Cont‟d)Worldwide mobile security licenses areexpected to increase at a compound annualgrowth rate (CAGR) of 15.1% to $2.7 billionby 2014 from $1.3 billion in 2009. (Source:Worldwide Mobile Security 2010-2014 Forecast and Analysis, IDC,March 2010.) According to Gartner, Mobile App market is set to grow four fold by 2013 and will generate $30 billion in annual revenues with 22 billion in annual apps download. (Source: Gartner Says Consumers Will Spend $6.2 Billion in Mobile Application Stores in 2010, Gartner, January 2010.) 18

Other Mobile Analytics (BI) Related Trends andPredictions Heterogeneous  Heterogeneous device environments becoming main stream at many enterprise Devices Are firms today as they cut costs and embrace individual-liable user model. [1] Accepted Device Management Software Going  Mobile device management solutions increasingly becoming available. [1] Mainstream Reduced  Increasingly reducing dependency on IT as business users can download corporate Dependence on IT apps directly from public or private app store increases. [1] for Business Apps SIM & Advanced  High computing mobile devices will accelerate the uptake of mobile SIM.[2] Analytics Go Viral Mobile Search  Mobile Search will graduate from the clumsy to the mainstream as super Becomes Intuitive smartphone devices propel interfaces better attuned to users on the go.[3]  Enterprise mobility in the cloud continues to grow as customers (including large Enterprise Mobility enterprise customers) adopt cloud-based computing. Although on-premise in the Cloud to solutions for mobility continue to be a significant delivery model, IDC expects Grow businesses to deploy a growing number of mobile solutions with lower entry costs and easier-to-manage offerings on a per user/month model.[4]1. Worldwide Business Mobile Email 2010-2014 Forecast and 2009 Vendor Share, IDC, August 2010.2. Worldwide Spatial Information Management Software 2010-2014 Forecast and 2009 Vendor Share, IDC, September 2010.3. Search and Text Analytics - Top 10 Predictions, IDC, January 2010.4. Gartner Says Worldwide Cloud Services Market to Surpass $68 Billion in 2010, Gartner, June 2010. 19

Appendix ‒ Competitive Assessment 20

MicroStrategy: Simple Messaging, Fast-to-market,Attractive Positioning and Free (Drug-Dealer Model)1 2 3 4 5 6 7 8 View Alerts & Dashboard Data Drag and Drill Down Dashboard Guided Charts & Events (KPI Selection Assembly Drop Navigation Analysis Reports Monitoring) Filtering Navigation Design, Multi-Device Develop and Simple and Free Strategy Maintain Apps Free Introductory Suite Attractive Messaging 21

QlikTech: Simple Messaging, Fast-to-market, AttractivePositioning1 2 3 4 5 6 7 8 View Alerts & Dashboard Data Drag and Drill Down Dashboard Guided Charts & Events (KPI Selection Assembly Drop Navigation Analysis Reports Monitoring) Filtering Navigation Interactive Dashboards Multi-Device and Data Strategy Analysis Simple Simple Messaging and Attractive Pricing 22

Tableau : Emerging Mobile Threat – Simple yet classy, fastwith modern look & feel 1 2 3 4 5 6 7 8 View Alerts & Dashboard Data Drag and Drill Down Dashboard Guided Charts & Events (KPI Selection Assembly Drop Navigation Analysis Reports Monitoring) Filtering Navigation Simple but less appealing Browser based Device and requires Agnostic (No Desktop for native clients) modifications 23

Tibco Spotfire – Aggressive Messaging and Marketing forAnalytics on iPad 1 2 3 4 5 6 7 8 View Alerts & Dashboard Data Drag and Drill Down Dashboard Guided Charts & Events (KPI Selection Assembly Drop Navigation Analysis Reports Monitoring) Filtering Navigation Aggressive Messaging Multi Web-based Device interactive Strategy Dashboards (Pure and Rapid Browser Ad-hoc Based) Analysis Multi Aggress Dimensional ive View and messagi Specific ng and Metric Marketi Analysis ng 24

Actuate: BIRT Mobile - Detailed Messaging, ExuberantDevice Strategy, Strategic Partner Relation with Webalo‟sWeb Services. 1 2 3 4 5 6 7 8 View Alerts & Dashboard Data Drag and Drill Down Dashboard Guided Charts & Events (KPI Selection Assembly Drop Navigation Analysis Reports Monitoring) Filtering Navigation Well Defined and Informative Dashboard and Multi-Device Consolidated Strategy Report Viewing BIRT Interactive Report BIRT Mobile Viewer for Open Source, Free App for Viewer iPhone Easy-to-Navigate iOS Devices and Informative and BlackBerry Detailed and Well defined Messaging 25

Information Builders: WebFOCUS Mobile Favorites –Simple and Cost Effective1 2 3 4 5 6 7 8 View Alerts & Dashboard Data Drag and Drill Down Dashboard Guided Charts & Events (KPI Selection Assembly Drop Navigation Analysis Reports Monitoring) Filtering Navigation Simple and Cost Effective Self- Multi-Device Contained, Strategy Interactive (Pure Reports and Browser Dashboards Based) Device Agnostic and Cost- Effective Content Delivered in User „s Preferred Format 26

Birst, Inc. – End-to-End BI Suite build for the Cloud.1 2 3 4 5 6 7 8 View Alerts & Dashboard Data Drag and Drill Down Dashboard Guided Charts & Events (KPI Selection Assembly Drop Navigation Analysis Reports Monitoring) Filtering Navigation Dashboards Multi-Device Simple and Free to try that contain Strategy Ad-Hoc (Pure Reporting Browser and Analysis Based) Free Trial Offering The first comprehens ive BI suite, delivered in the Cloud. 27

Jaspersoft Corporation BI v3.7 – Rich, Expressive,Sophisticated and Free to Try. 1 2 3 4 5 6 7 8 View Alerts & Dashboard Data Drag and Drill Down Dashboard Guided Charts & Events (KPI Selection Assembly Drop Navigation Analysis Reports Monitoring) Filtering Navigation Rich Content and Free to try Open Source Multi-Device BI with Flash Strategy Based Charts and Maps for (Pure Advanced Browser Reporting Based) Free 30 Day Very Trial Expressive and Well Detailed Messaging 28

Pentaho BI Enterprise Edition v3.6 – Excellent Mobile BIFeatures/Functions and Simple Messaging. 1 2 3 4 5 6 7 8 View Alerts & Dashboard Data Drag and Drill Down Dashboard Guided Charts & Events (KPI Selection Assembly Drop Navigation Analysis Reports Monitoring) Filtering Navigation Web-based Browser Ad Hoc Query and Plain and Simple Access on iPad Reporting for Business Users Plain Multi and Dimensional Simple View and Messag Specific Metric ing Analysis 29

Thank you!Jitender Aswani, SAP Business AnalyticsMarch 2011

Mobile Analytics (Mobile BI) - A Game Changer

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