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

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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

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100

1960

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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

http://www.mobile-bi.study.com/



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.



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



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



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



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.



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.



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.



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



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.



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



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



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



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



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%



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



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



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



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



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



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%



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%



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%



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%



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.



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



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


North America


iPh

on

eD

roid

Win

do

ws

1st 2nd 3rd 4th 5th



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


North America


North America


Tod

ay1

2 M

on

ths

24

Mo

nth

s

Under 10% 11-20% 21-40% 41-60% More than 60%



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




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




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



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




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



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




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%



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



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




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




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



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.


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



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




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




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%



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



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.

mailto:[email protected]



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%



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.



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



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




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

Google

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



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

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ob

ile




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


Today6 months


Today6 months


Today6 months


Today6 months


Today6 months


Today6 months


Vie

w

char

ts/r

epo

rts

KP

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nit

ori

ng

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rts

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ll d

ow

n

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ion

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g an

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atio

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ata

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ctio

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filt

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anal

ysis

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asse

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ents




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 - - - - - - - -



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


Java (J2ME)

Browser access


Java (J2ME)

Browser access


Java (J2ME)

Browser access


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

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ile




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.



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



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.”



“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.”



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 %


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



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



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



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 - 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.



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.



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



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



Appendix – DAS Mobile BI Market Survey Instrument



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

http://www.mobile-bi-study.com/

mailto:[email protected]

http://www.howarddresner.com/

http://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.

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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

email

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

Copyright Information

All Contents Copyright © 2010 MicroStrategy Incorporated. All Rights Reserved.

MicroStrategy, MicroStrategy 6, MicroStrategy 7, MicroStrategy 7i, MicroStrategy 7i Evaluation Edition, MicroStrategy 7i Olap Services, MicroStrategy 8, MicroStrategy 9, MicroStrategy Distribution Services, MicroStrategy MultiSource Option, MicroStrategy Command Manager, MicroStrategy Enterprise Manager, MicroStrategy

Object Manager, MicroStrategy Reporting Suite, MicroStrategy Power User, MicroStrategy Analyst, MicroStrategy Consumer, MicroStrategy Email Delivery, MicroStrategy BI Author, MicroStrategy BI Modeler, MicroStrategy Evaluation Edition, MicroStrategy Administrator, MicroStrategy Agent, MicroStrategy Architect,

MicroStrategy BI Developer Kit, MicroStrategy Broadcast Server, MicroStrategy Broadcaster, MicroStrategy Broadcaster Server, MicroStrategy Business Intelligence Platform, MicroStrategy Consulting, MicroStrategy CRM Applications, MicroStrategy Customer Analyzer, MicroStrategy Desktop, MicroStrategy Desktop Analyst,

MicroStrategy Desktop Designer, MicroStrategy eCRM 7, MicroStrategy Education, MicroStrategy eTrainer, MicroStrategy Executive, MicroStrategy Infocenter, MicroStrategy Intelligence Server, MicroStrategy Intelligence Server Universal Edition, MicroStrategy MDX Adapter, MicroStrategy Narrowcast Server, MicroStrategy

Objects, MicroStrategy OLAP Provider, MicroStrategy SDK, MicroStrategy Support, MicroStrategy Telecaster, MicroStrategy Transactor, MicroStrategy Web, MicroStrategy Web Business Analyzer, MicroStrategy World, Application Development and Sophisticated Analysis, Best In Business Intelligence, Centralized Application

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,

MicroStrategy Web MMT, MicroStrategy Web Services, Pixel Perfect, MicroStrategy Mobile, MicroStrategy Integrity Manager and MicroStrategy Data Mining Services are all registered trademarks or trademarks of MicroStrategy Incorporated.

All other products are trademarks of their respective holders. Specifications subject to change without notice. MicroStrategy is not responsible for errors or omissions. MicroStrategy makes no warranties or commitments concerning the availability of future products or versions that may be planned or under development.

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

twalters

Stamp

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.


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

twalters

Stamp


Companies Favor Native Apps Over Browsers, but

There is Still Significant Indecision

Which mobile App architecture do you plan to use?

4

twalters

Stamp


Most Organizations Believe They Will Use In-house

Developers for Mobile Apps

How will you develop your mobile Apps

5

twalters

Stamp


Apple OS has Overtaken RIM as the Most Popular

Platform for Business Apps

Which mobile platforms will you build apps for?

6

twalters

Stamp

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

Copyright Information

All Contents Copyright © 2010 MicroStrategy Incorporated. All Rights Reserved.

MicroStrategy, MicroStrategy 6, MicroStrategy 7, MicroStrategy 7i, MicroStrategy 7i Evaluation Edition, MicroStrategy 7i Olap Services, MicroStrategy 8, MicroStrategy 9, MicroStrategy Distribution

Services, MicroStrategy MultiSource Option, MicroStrategy Command Manager, MicroStrategy Enterprise Manager, MicroStrategy Object Manager, MicroStrategy Reporting Suite, MicroStrategy Power User,

MicroStrategy Analyst, MicroStrategy Consumer, MicroStrategy Email Delivery, MicroStrategy BI Author, MicroStrategy BI Modeler, MicroStrategy Evaluation Edition, MicroStrategy Administrator, MicroStrategy

Agent, MicroStrategy Architect, MicroStrategy BI Developer Kit, MicroStrategy Broadcast Server, MicroStrategy Broadcaster, MicroStrategy Broadcaster Server, MicroStrategy Business Intelligence Platform,

MicroStrategy Consulting, MicroStrategy CRM Applications, MicroStrategy Customer Analyzer, MicroStrategy Desktop, MicroStrategy Desktop Analyst, MicroStrategy Desktop Designer, MicroStrategy eCRM 7,

MicroStrategy Education, MicroStrategy eTrainer, MicroStrategy Executive, MicroStrategy Infocenter, MicroStrategy Intelligence Server, MicroStrategy Intelligence Server Universal Edition, MicroStrategy MDX

Adapter, MicroStrategy Narrowcast Server, MicroStrategy Objects, MicroStrategy OLAP Provider, MicroStrategy SDK, MicroStrategy Support, MicroStrategy Telecaster, MicroStrategy Transactor, MicroStrategy

Web, MicroStrategy Web Business Analyzer, MicroStrategy World, Alarm, Alarm.com, Alert.com, Angel, Angel.com, Application Development and Sophisticated Analysis, Best In Business Intelligence,

Centralized Application Management, Changing The Way Government Looks At Information, DSSArchitect, DSS Broadcaster, DSS Broadcaster Server, DSS Office, DSSServer, DSS Subscriber, DSS Telecaster,

DSSWeb, eBroadcaster, eCaster, eStrategy, eTelecaster, Information Like Water, Insight Is Everything, Intelligence Through Every Phone, Your Telephone Just Got Smarter, Intelligence To Every Decision Maker,

Intelligent E-Business, IWAPU, Personal Intelligence Network, Personalized Intelligence Portal, Query Tone, Quickstrike, Rapid Application Development, Strategy.com, Telepath, Telepath Intelligence, Telepath

Intelligence (and Design), MicroStrategy Intelligent Cubes, The E-Business Intelligence Platform, 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 Power Of Intelligent eBusiness, The Power Of Intelligent E-Business, The Scalable Business Intelligence Platform Built For The Internet,

Industrial-Strength Business Intelligence, Office Intelligence, MicroStrategy Office, MicroStrategy Report Services, MicroStrategy Web MMT, MicroStrategy Web Services, Pixel Perfect, MicroStrategy Mobile,

MicroStrategy Integrity Manager and MicroStrategy Data Mining Services are all registered trademarks or trademarks of MicroStrategy Incorporated.

All other products are trademarks of their respective holders. Specifications subject to change without notice. MicroStrategy is not responsible for errors or omissions. MicroStrategy makes no warranties or

commitments concerning the availability of future products or versions that may be planned or under development.

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

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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)

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• 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

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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.

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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.

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SALESDEPARTMENT

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Divisional Executives can see data for theirdivision and department.

Div

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2

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Managers can see only their department’s complete data but only non-confidential data of other departments.

Div

A

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1

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Salary VacationEmployee

Sales staff see only their personal data.

Div

A

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1

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HR VP can see all divisional personnel data.

Div

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1

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B3

4

HR Managers can see all personnel data except salary.

Div

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1

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HR staff can see only the data for thedepartments they support.

Div

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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.

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Mobile computing is changing the way people produce and consume information. It’s revolutionizing how, when, and where business decisions are

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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

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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

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Your App Video

21 3

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minute video demonstrating the full

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describing key functionality and

business value

• Shareable. Designed for easy sharing

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Mobile BI App Design

Model business process.

Storyboard app flow and

wireframe screens.

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design and storyboard.

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Deep Mobile Expertise

MicroStrategy has successfully implemented mobile solutions for customers across

a variety of industries. Our Certified Mobile Champions – experts in mobile BI

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Each QuickStrike team includes a dedicated on-site Mobile BI expert, supported

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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

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Micro Strategy Mobile KIt

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