December 2015
Dresner Advisory Services, LLC
2015 Edition
Mobile Computing / Mobile
Business Intelligence Market
Study
Wisdom of Crowds® Series
Licensed to Tableau Software
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
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 all Wisdom of Crowds® Market Study Reports reflects 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 reports, study results, or for
any damages incurred or alleged to be incurred by any of the companies included in the reports as a result of its
content.
Reproduction and distribution of this publication in any form without prior written permission is forbidden.
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Introduction
This year we celebrate the eighth anniversary of Dresner Advisory Services! Our thanks
to all of you that have been with us along the way, encouraging and challenging us!
Since our founding in 2007, we have strived to offer a fresh, real-world and alternative
perspective on the Business Intelligence (BI) market. We hope that you agree that we
not only have succeeded in doing so but also continue to “raise the bar”—offering
increasingly compelling research and greater value with each successive year!
Since we published our first Wisdom of Crowds® Business Intelligence Market study in
2010, we have continued to expand our research offerings to include a variety of
important topics including: Location Intelligence, Advanced and Predictive Analytics,
Cloud Computing and BI, Collaborative Computing, and Small and Mid-Sized Enterprise
BI. During 2015 we added to these topics with coverage for Enterprise Planning, EndUser Data Preparation, Internet of Things (IoT), and Big Data Analytics.
For this, our seventh Mobile Computing and Mobile Business Intelligence report, we
continue to evaluate how these technologies are taking hold and changing the nature of
BI and work itself. Like our other thematic research reports, Mobile BI explores user
perceptions and intentions and includes vendor rankings, making it a valuable tool for
anyone considering investing in Mobile BI products and services.
In closing, we’re very excited about both the market and our ability to continue to add
substantial perspective and value to it!
Thanks for your support!
Best,
Howard Dresner
Chief Research Officer
Dresner Advisory Services
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Contents
Introduction ..................................................................................................................... 3
Benefits of the Study ....................................................................................................... 6
A Consumer Guide ...................................................................................................... 6
A Supplier Tool ............................................................................................................ 6
About Howard Dresner and Dresner Advisory Services .................................................. 7
About Jim Ericson ........................................................................................................... 8
Survey Method and Data Collection ................................................................................ 9
Data Collection............................................................................................................. 9
Data Quality ................................................................................................................. 9
Executive Summary ...................................................................................................... 10
Study Demographics ..................................................................................................... 11
Geography ................................................................................................................. 11
Functions ................................................................................................................... 12
Vertical Industries ...................................................................................................... 13
Organization Size ....................................................................................................... 14
Analysis and Trends ...................................................................................................... 15
Mobile Computing ...................................................................................................... 15
Mobile Application Priorities .................................................................................... 15
Mobile Platform Priorities ........................................................................................ 18
Mobile Application Purchasing ................................................................................ 21
Native versus Web Apps ........................................................................................ 22
In-house Development of Mobile Applications ........................................................ 23
Mobile Business Intelligence ...................................................................................... 24
Importance of Mobile BI .......................................................................................... 24
Cultural Preparedness for Mobile BI ....................................................................... 29
Back-end Systems Support for Mobile BI ............................................................... 34
Mobile BI Device Integration Requirements ............................................................ 36
Targeted Users for Mobile Business Intelligence .................................................... 37
Mobile Business Intelligence Deployment Plans..................................................... 40
Exclusive Use of Business Intelligence on Mobile Devices .................................... 44
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Mobile Business Intelligence Features ................................................................... 49
Mobile versus Server Resident Business Intelligence Apps and Data .................... 53
Smart Watches .......................................................................................................... 56
Business Intelligence Industry Mobile Capabilities and Plans ....................................... 60
Mobile Business Intelligence Vendor Scores and Rankings ...................................... 68
Other Dresner Advisory Services Research Reports .................................................... 69
Appendix: Mobile BI Survey Instrument ........................................................................ 70
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Benefits of the Study
The DAS Mobile Computing / Mobile Business Intelligence Market Study provides a
wealth of information and analysis, offering value to both consumers and producers of
Business Intelligence technology and services.
A Consumer Guide
As an objective source of industry research, consumers use the DAS Mobile Computing
/ Mobile Business Intelligence Market Study to understand how their peers are
leveraging and investing in Business Intelligence and related technologies.
Using our unique vendor performance measurement system, users glean key insights
into mobile BI software supplier performance, enabling:
Comparisons of current vendor performance to industry norms
Identification and selection of new vendors
A Supplier Tool
Vendor Licensees use the DAS Mobile Computing / Mobile Business Intelligence
Market Study in several important ways:
External Awareness
Build awareness for the Business Intelligence market and supplier brand,
citing DAS Mobile Computing / Mobile Business Intelligence Market Study
trends and vendor performance
Create lead and demand-generation for supplier offerings through association
with DAS Mobile Computing / Mobile Business Intelligence Market Study
brand, findings, webinars, etc.
Internal Planning
Refine internal product plans and align with market priorities and realities as
identified in DAS Mobile Computing / Mobile Business Intelligence Market
Study
Better understand customer priorities, concerns, and issues
Identify competitive pressures and opportunities
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
About Howard Dresner and Dresner Advisory Services
The DAS Mobile Computing / 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 world 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 past two decades and is an expert in analyzing these markets.
Through the Wisdom of Crowds® Business Intelligence market research reports, we
engage with a global community to redefine how research is created and shared. Other
research reports include:
- Wisdom of Crowds “Flagship” Business Intelligence Market study
- Advanced and Predictive Analytics
- Cloud Computing and Business Intelligence
- Collaborative Computing and Business Intelligence
- Internet of Things and Business Intelligence
- Small and Mid-Sized Enterprise Business Intelligence
Howard conducts a weekly Twitter “tweetchat” on Fridays at 1:00 p.m. ET. During these
live events the #BIWisdom “tribe” discusses a wide range of business intelligence
topics.
You can find more information about Dresner Advisory Services at
www.dresneradvisory.com.
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
About Jim Ericson
Jim Ericson is a research director with Dresner Advisory Services.
Jim has served as a consultant and journalist who studies end-user management
practices and industry trending in the data and information management fields.
From 2004 to 2013 he was the editorial director at Information Management magazine
(formerly DM Review), where he created architectures for user and
industry coverage for hundreds of contributors across the breadth of
the data and information management industry.
As lead writer he interviewed and profiled more than 100 CIOs,
CTOs, and program directors in a 2010-2012 program called “25
Top Information Managers.” His related feature articles earned
ASBPE national bronze and multiple Mid-Atlantic region gold and
silver awards for Technical Article and for Case History feature
writing.
A panelist, interviewer, blogger, community liaison, conference co-chair, and speaker in
the data-management community, he also sponsored and co-hosted a weekly podcast
in continuous production for more than five years.
Jim’s earlier background as senior morning news producer at NBC/Mutual Radio
Networks and as managing editor of MSNBC’s first Washington, D.C. online news
bureau cemented his understanding of fact-finding, topical reporting, and serving broad
audiences.
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Survey Method and Data Collection
As with all of our Wisdom of Crowds® Market Studies we constructed a survey
instrument to collect data and used social media and crowd-sourcing techniques to
recruit participants.
Data Collection
Using a unique data collection platform for Mobile Computing / Mobile Business
Intelligence Market Study, we were able to increase our sample year over year (fig. 1).
Mobile Computing / Business Intelligence
Market Study Data Collection 2010 to 2015
450
400
350
300
250
200
150
100
50
0
2010
2011
2012
2013
2014
2015
Figure 1 - Mobile computing / business intelligence market study data collection 2010 to 2015
Data Quality
We carefully scrutinized and verified all respondent entries to ensure that only qualified
participants were included in the study.
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Executive Summary
-
-
-
-
-
Perceived “critical” importance of mobile BI declined somewhat from 2014 and
now ranges between "somewhat important" and "very important" (pp. 24-28).
Penetration of mobile BI remains modest: 37 percent are 10 percent or less
penetrated and 24 percent have no mobile BI capabilities (pp. 40-43).
Mobile BI is a well-supported industry mainstay, though vendor attitudes and
expectations have somewhat dwindled since 2012 (pp. 60-67).
Email, contacts, and calendaring are the most popular mobile application
features in 2015 and across five years of study. These preferences are closely
followed by mobile BI, which ranks ahead of CRM and chat (pp. 16-17).
The most prioritized mobile BI features are traditional BI capabilities for viewing
charts and reports and selecting data. Alerting and KPI monitoring rank higher in
mobile compared to traditional BI use (pp. 49-52).
Apple’s iOS devices remain the current top priority of our survey sample,
followed by Android smartphones. Microsoft Surface has pulled into third place
(pp. 18-20).
Despite many product introductions, smart watches are very largely irrelevant to
mobile BI in 2015 (pp. 56-59).
More than half of organizations currently source mobile apps from the consumer
app cloud, far ahead of other sources (p. 21).
Apple, and to a lesser extent, Google users prefer native, on-device applications.
Among other platforms, browser access is more acceptable (pp. 22-23).
Seventy percent of organizations consider themselves strongly or somewhat
culturally prepared for mobile BI. Only 10 percent are not prepared (pp. 29-33).
There has been almost no change in back-end system hosting preference for
mobile BI in five years; most organizations are sticking with in-house systems
(pp. 34-35).
Multi-touch interface (dragging, pinching, etc.) remains the top mobile BI
integration priority followed by GPS and activity awareness (p. 36).
Executives and managers remain the top targeted mobile BI users, although this
is shifting in favor of other constituencies (pp. 37-39).
Most respondents do not expect their organization will us mobile BI exclusively
by 2017 (pp. 44-48).
A preference has emerged over time for storing apps and data in servers rather
than locally on devices (pp. 53-55).
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Study Demographics
We sought a rich cross-section of data across geographies, functions, organization size,
and vertical industries. We believe that, unlike other industry research, we offer a more
characteristic sample and better indicator of true market dynamics.
We constructed cross-tab analyses using these demographics to identify and illustrate
important industry trends.
Geography
Survey respondents reflect a mix of global information workers (fig. 2). Sixty-four
percent represent North America (which includes the Canadian provinces and a majority
of U.S. states). Twenty-three percent work in EMEA countries and 10 percent represent
Asia Pacific.
Geographies Represented
70%
64%
60%
50%
40%
30%
23%
20%
10%
10%
3%
0%
North America
Europe, Middle East and
Africa
Asia Pacific
Figure 2 – Geographies represented
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Latin America
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Functions
IT represents the largest group of respondents by function with 50.1 percent of the
sample (fig. 3). Executive management accounts for about 20 percent, and the
remaining respondents primarily represent finance, sales & marketing, and research
and development (R&D).
Examining attitudes and trending across functions allows us to compare and contrast
the influence, plans, and priorities of different roles and departments within
organizations.
Functions Represented
60.0%
50.1%
50.0%
40.0%
30.0%
19.6%
20.0%
10.7%
10.0%
8.2%
8.2%
Sales and Marketing
Research and
Development (R&D)
0.0%
Information
Technology (IT)
Executive
Management
Finance
Figure 3 - Functions represented
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Vertical Industries
Our sample is well represented by a mix of vertical industries. One in six works in
technology/high tech (fig. 4). Healthcare, financial services, education, manufacturing,
and retail/wholesale are also well represented. We allow and encourage the
participation of consultants, who often have deeper industry knowledge than their
customer counterparts. Third-party relationships give us insight into the partner
ecosystem for BI vendors.
Vertical Industries Represented
18.0%
16.6%
16.0%
14.0%
12.0%
10.0%
12.4%
10.4%
9.7%
8.9%
7.4%
8.0%
6.0%
6.0%
5.5%
4.0%
2.2% 2.2% 2.2% 2.0%
2.2%
1.7% 1.5%
1.2%
2.0%
0.0%
Figure 4 – Vertical industries represented
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Organization Size
Our sample includes a balanced mix of small, medium, and large organizations (fig. 5).
This year, large organizations represent 44 percent of the base, midsized organizations
(101-1,000) account for 28 percent and small (1-100) organizations represent the
remaining 28 percent. Comparing behaviors and attitudes by organization size gives us
additional insight into market trends.
Organization Sizes Represented
30%
28%
28%
27%
25%
20%
17%
15%
10%
5%
0%
1 - 100
101 - 1000
1001 - 5000
Figure 5 – Organization sizes represented
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More than 5000
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Analysis and Trends
Mobile Computing
In this section we focus on key drivers of the mobile computing market including
application prioritization, platform prioritization, current platform usage and future plans,
device management use/plans, and native versus Web applications.
Mobile Application Priorities
In our last five annual studies we asked respondents which mobile applications they
consider most important and often used. Over time, our findings have been notably
consistent with some minor variations (fig. 6). We acknowledge at the outset that mobile
device use generally is long penetrated and widely incorporated into daily routines, so
many former priorities can now be considered met. In 2015, personal
productivity/information management (email, contacts, and calendaring) are still the
greatest drivers of mobile application use (fig. 6). These uses, however, are closely
followed by business intelligence application use, which ranks noticeably ahead of
CRM/customer applications, collaboration, chat, and mapping use. Over time, chat and
conferencing usage is increasing somewhat as other uses (including social media
access) are flattening.
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Mobile Application Priorities - 2011 to 2015
Email
Personal Information Management (contacts,
calendaring, scheduling)
Business Intelligence
CRM applications access
2011
Collaboration framework
2012
Video conferencing/chat
2013
2014
ERP applications access
2015
Map/directions
Social media access (e.g., Twitter, LinkedIn,
Facebook, Google+, Yelp)
Mobile payments
Personal or business banking via mobile
0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00
Figure 6 - Mobile application priorities 2011 to 2015
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Organization size plays a role in prioritizing mobile application use (fig. 7). As it applies
to particular application use, small organizations are most likely to prioritize business
intelligence, even more than personal information management. Among very large
organizations, BI mobile application use only barely trails personal information
management. Very large organizations also predictably give the highest priority to CRM,
collaboration, and ERP-accessing applications. We have traditionally observed that
large organizations move more slowly than smaller counterparts, though mobile
application use tends to be very personal-productivity centric in organizations of all
sizes.
Mobile Application Priorities
by Organization Size
4
3.5
3
2.5
2
1.5
1
1 - 100
101 - 1000
1001 - 5000
More than 5000
Figure 7 - Mobile application priorities by organization size
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Mean
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Mobile Platform Priorities
In this section (figs. 8-11), we asked respondents about their adoption and attitudes
toward mobile device platforms with different measures of usage and future plans.
In 2015 (as in the four previous years), Apple’s iOS devices remain the current top
priority of our survey sample, followed by Android smartphones (fig. 8). Following Apple
and Android, Microsoft Surface has pulled ahead of a stubborn but stagnant user
installed base for BlackBerry. The remaining vendors, including Amazon, are still
scuffling for relevance.
Mobile Platform Priorities
Apple iPhone
Apple iPad Tablet
Google Android Smartphone
Google Android Tablet
Microsoft Surface (Windows 8 tablet)
Microsoft Windows Phone 8
BlackBerry (RIM) SmartPhone
Firefox Mobile OS
Tizen (New Samsung OS)
Amazon Fire Phone
RIM Playbook Tablet
0%
10%
20%
30%
40%
50%
60%
70%
80%
% of Section Respondents By Platform
1st
2nd
3rd
4th
5th
6th
7th
8th
9th
10th
11th
Figure 8 – Mobile platform priorities
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None
90% 100%
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
We also looked at mobile platforms actually in use today and planned for the next two
years.
Once again and by a good margin, Apple iPhones and tablets head the pack (fig. 9).
Android devices take a strong second place. Interestingly, 12- and 24-month horizons
for both Android and Microsoft Surface / Windows phone are well ahead of Apple. This
may be due to in part to Apple platform saturation. Among all other devices, more than
80 percent of respondents report “no interest.”
Mobile Platforms: In Use and Planned
Apple iPad Tablet
Apple iPhone
Google Android Smartphone
Google Android Tablet
Microsoft Surface (Windows 8 tablet)
Microsoft Windows Phone 8
BlackBerry (RIM) SmartPhone
Firefox Mobile OS
Tizen (New Samsung OS)
Amazon Fire Phone
RIM Playbook Tablet
0%
In-use
10%
20%
Planned: Next 12 months
30%
40%
50%
60%
Planned: Next 24 months
Figure 9 - Mobile platforms: in use and planned
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70%
80%
90% 100%
No interest
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
For a more complete perspective, we took six years of data and compared mobile
platform use from 2010 to today (fig. 10). Major trends in mobile platforms are clearly
visible in this view: the decline over time in BlackBerry (darker green) use, the peaking
and saturation of Apple devices (red and blue) in 2012, and mid–span growth in Android
devices (yellow, light blue). While sentiment remains strongest by far with iOS and
Android, Microsoft phone and tablet have recovered momentum lost in 2012 and are
growing slowly relative to competitors.
Mobile Platforms in Use 2010 to 2015
100%
90%
80%
Windows Surface Tablet
70%
Windows Phone
Google Android Tablet
60%
Google Android Smartphone
50%
Firefox Mobile
RIM Playbook Tablet
40%
BlackBerry (RIM) SmartPhone
30%
Apple iPad Tablet
20%
Apple iPhone
10%
0%
2010
2011
2012
2013
2014
2015
Figure 10 - Mobile platforms in use 2010 to 2015
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Mobile Application Purchasing
Organizations and users have traditionally bought into the consumer “app” store (e.g.,
iTunes, GooglePlay) to search/acquire/purchase mobile applications, and app stores
are still the prevalent source of mobile apps today. More than 50 percent of
organizations currently source mobile apps from the consumer app cloud (fig. 11).
Going forward, other sources such as homegrown enterprise app stores will gain the
most ground, but consumer app stores likely will remain the greatest source.
Mobile Application Sources
100%
90%
31%
80%
70%
60%
72%
60%
74%
70%
Not applicable
50%
36 months
24 months
40%
30%
12 months
57%
Today
20%
10%
17%
21%
11%
12%
0%
Consumer app Mobile operator Your own
A third-party
A third-party
cloud (iTunes,
store
enterprise app party consumer enterprise app
Android
store
app store
store
Playstore, etc)
Figure 11 - Mobile application sources
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Native versus Web Apps
We asked respondents about their preference for native downloaded applications
versus browser apps using HTML or for blended/hybrid apps “wrapped” for consumer
app store distribution (fig. 14). What is notable in this view is that Apple (and to a lesser
extent Google) users tend to prefer a native, on-device application experience. Among
other platforms, browser access is more acceptable.
Native Apps versus Web Apps
Native
Web
Hybrid
Native & Web
Native & Hybrid
Web & Hybrid
All
0%
10%
20%
30%
40%
50%
60%
70%
Amazon Fire Phone
RIM Playbook Tablet
Tizen (New Samsung OS)
Firefox Mobile OS
BlackBerry (RIM) SmartPhone
Microsoft Windows Phone 8
Google Android Smartphone
Google Android Tablet
Microsoft Surface (Windows 8 tablet)
Apple iPhone
Apple iPad Tablet
Figure 12 – Native apps versus Web Apps
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80%
90%
100%
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
In-house Development of Mobile Applications
In 2013, we began asking respondents whether they were developing their own
applications; at the same time, we observed development tools grow more
approachable over time. Development platforms mirror preferences for mobile platforms
generally, led by Apple, whose favored development environment is being used or will
be used by 60 percent of organizations within 24 months. Likewise, development on
Google Android is expected to reach 50 percent in the next two years. Microsoft is less
often a platform for in-house development but is growing robustly. There are very few
plans for application development on other platforms.
Mobile In-house Development
Apple iPad Tablet
Apple iPhone
Google Android Smartphone
Google Android Tablet
Microsoft Surface (Windows 8 tablet)
Microsoft Windows Phone 8
BlackBerry (RIM) SmartPhone
Tizen (New Samsung OS)
Firefox Mobile OS
Amazon Fire Phone
RIM Playbook Tablet
0%
10%
20%
30%
40%
50%
60%
Developing/already developed today
Planned: Next 12 months
Planned: Next 24 months
No plans to develop
Figure 13 – Mobile in-house development
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70%
80%
90% 100%
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Mobile Business Intelligence
In this section, we focus on factors related to mobile business intelligence including its
importance to organizations, perceived benefits and limitations, cultural preparedness,
back-end systems support, device integration preferences, plans for adoption, exclusive
mobile use, targeted user communities, and required business intelligence features.
Importance of Mobile BI
Since 2010, when we chartered our first mobile business intelligence market study, we
have seen a rather steady level of perceived importance ranging between "somewhat
important" and "very important" (fig. 14). Compared to 2014, the percentage of those
describing mobile as "very important" declined from 40 percent to 31 percent, and
"critical" declined from 23 percent to 18 percent. We believe that the ubiquity of mobile
computing contributes to this attitude toward immediacy/criticality as organizations
move from planning to deployment.
Importance of Mobile BI - 2010 to 2015
100%
3.4
90%
80%
3.2
70%
3
60%
2.8
50%
40%
2.6
30%
2.4
20%
2.2
10%
0%
2
2010
Unimportant
2011
2012
Somewhat important
2013
2014
Very important
Figure 14 – Importance of mobile BI 2010 to 2015
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2015
Critical
Mean
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
From a geographical perspective, Latin America places a slightly higher priority on
mobile BI than other regions (fig. 15). In the past, we have seen geographical attitudes
more tied to infrastructure constraints; but that trend is leveling in 2015. Geographies
fall into a narrow range of mean interest when viewed by all geographic regions. We
believe that—like the leapfrog effect of cell phones in developing nations—those who
have not yet deployed traditional BI on the desktop may invest in mobile BI first.
Importance of Mobile BI by Geography
100%
4
90%
3.5
80%
3
70%
2.5
60%
Critically important
50%
2
Very important
Somewhat important
40%
1.5
Not important
Mean
30%
1
20%
0.5
10%
0%
0
Latin America
North America Europe, Middle
East and Africa
Asia Pacific
Figure 15 - Importance of mobile BI by geography
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Consistent with earlier studies, executives are most likely to see mobile BI as important
to their organizations (fig. 16). Somewhat surprisingly, interest from sales and marketing
appears to have declined and ranks fourth, ahead of only finance. We would expect
more desk-bound roles (such as finance) to prefer traditional BI while “nomadic”
audiences that spend more time outside the four walls of the workplace would be likely
to place the greatest value on mobile BI.
Importance of Mobile BI by Function
100%
4
90%
3.5
80%
3
70%
2.5
60%
Critically important
50%
2
Very important
Somewhat important
40%
1.5
30%
Not important
Mean
1
20%
0.5
10%
0%
0
Executive Research and Information
Management Development Technology
(R&D)
(IT)
Sales and
Marketing
Finance
Figure 16 - Importance of mobile BI by function
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Over time, interest in mobile BI by specific vertical industries has fallen to a rather
narrow range (fig. 17). Interest is highest in financial services, followed by retail and
wholesale and business services. Interest is lowest in healthcare organizations, where
there is more likely to be a tight leash on data outside the workplace.
Importance of Mobile BI
by Selected Vertical Industry
100%
4
90%
3.5
80%
3
70%
2.5
60%
50%
2
40%
1.5
30%
1
20%
0.5
10%
0%
0
Figure 17 - Importance of mobile BI by selected vertical industry
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Critically important
Very important
Somewhat important
Not important
Mean
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
As is the often case with other technology introductions, small organizations are more
likely to look to mobile BI to differentiate and achieve competitive edge (fig. 18). We also
see a familiar U-shaped or “ski jump” curve where importance ebbs among medium and
some larger organizations before increasing again with the largest where enterprise
rollouts are common strategies to leverage scale.
Importance of Mobile BI by Organization Size
100%
4
90%
3.5
80%
3
70%
2.5
60%
Critically important
Very important
50%
2
Somewhat important
Not important
40%
1.5
30%
1
20%
0.5
10%
0%
0
1 - 100
101 - 1000
1001 - 5000
More than 5000
Figure 18 - Importance of mobile BI by organization size
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Mean
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Cultural Preparedness for Mobile BI
Mobile business intelligence introduces a different paradigm into the culture of users
that can shift the ways they use business intelligence to be successful. We asked
respondents to react to the following question: "My organization is culturally well
prepared to adopt and leverage Mobile Business Intelligence." Fully 70 percent of
organizations "strongly" or "somewhat" agreed with this statement (fig. 19). About 20
percent "somewhat disagreed," and the remaining 10 percent believe their organization
is completely unprepared for mobile BI.
Cultural Preparedness for Mobile BI
Strongly
disagree, 10.0%
Strongly agree,
19.2%
Somewhat disagree,
19.5%
Somewhat agree,
51.3%
Figure 19 – Cultural preparedness for mobile BI
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Geography is not an especially strong indicator of cultural preparedness for mobile BI
(fig. 20). Latin American and Asia-Pacific organizations that led adoption of wireless
protocols and other mobility uses perceive themselves to be somewhat more culturally
prepared for Mobile BI than respondents in EMEA and North America where traditional
desktop platforms have been ubiquitous for many years.
Cultural Preparedness for Mobile BI
by Geography
100%
4
90%
3.5
80%
3
70%
2.5
60%
50%
2
Strongly agree
Somewhat agree
Somewhat disagree
40%
1.5
Strongly disagree
Mean
30%
1
20%
0.5
10%
0%
0
Latin America
Asia Pacific
North America
Europe, Middle
East and Africa
Figure 20 - Cultural preparedness for mobile BI by geography
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
The role/function that an individual plays within an organization maps to cultural
preparedness as it does to other indicators for mobile BI (fig. 21). Here, we find cultural
preparedness true to type, with “nomadic” executives and sales and marketing
expressing the most preparedness. Finance and IT, less likely to be found working
outside the office, are the least prepared.
Cultural Preparedness for Mobile BI
by Function
100%
4
90%
3.5
80%
3
70%
2.5
60%
Strongly agree
50%
2
Somewhat agree
Somewhat disagree
40%
1.5
30%
1
20%
0.5
10%
0%
0
Executive
Sales and Research and Information
Management Marketing Development Technology
(R&D)
(IT)
Finance
Figure 21 - Cultural preparedness for mobile BI by function
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Strongly disagree
Mean
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Just as specific industries and roles impact cultural preparedness for mobile BI,
organization size also figures in the equation (fig. 22). Small organizations tend to be
more mobile (nomadic), on average, than their larger counterparts (and may not even
have a regular office to report to). Only 15 percent of small organizations and 26
percent of midsized (101-1,000 employees) somewhat or strongly disagree that they are
culturally prepared for mobile BI. Again, a U-shaped curve describes weakening
preparedness among some large organizations and a rebound among the largest.
Cultural Preparedness for Mobile BI
by Organization Size
100%
4
90%
3.5
80%
3
70%
2.5
60%
Strongly agree
Somewhat agree
50%
2
40%
1.5
30%
1
20%
0.5
10%
0%
0
1 - 100
101 - 1000
1001 - 5000
More than 5000
Figure 22 - Cultural preparedness for mobile BI by organization size
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Somewhat disagree
Strongly disagree
Mean
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Cultural preparedness across vertical industries follows a rather linear trend line, though
it is logical to think those industries with a strong outward presence should also be the
most attuned to mobile BI (fig. 23). Statements of preparedness are at least as much
due to organizational culture as industry. In 2015, business services leads cultural
preparedness, followed by financial services and retail and wholesale. In contrast, more
than half of respondents in healthcare, where tight controls on data are common, are
somewhat or completely unprepared for mobile BI.
Cultural Preparedness for Mobile BI
by Selected Vertical Industry
100%
3.5
90%
3
80%
2.5
70%
60%
2
Strongly agree
50%
1.5
40%
Somewhat agree
Somewhat disagree
30%
1
20%
0.5
10%
0%
0
Figure 23 - Cultural preparedness for mobile BI by selected vertical industry
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Strongly disagree
Mean
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Back-end Systems Support for Mobile BI
We have closely watched enterprise attention and trending related to migrating to cloud
computing. As it applies to mobile business intelligence migration to the cloud, almost
nothing has changed in five years of data collection (fig. 24). Most organizations
continue to stick with in-house delivery of mobile applications and services. One-quarter
use private cloud and 22 percent support mobile BI with public cloud architectures. Our
main takeaway is the same as in previous mobile BI reports: users are mostly satisfied,
that about three-quarters have consistently stayed with in-house systems, and we do
not anticipate any incipient change.
Systems Supporting Mobile 2011 to 2015
2011
58%
24%
17%
2012
54%
2013
55%
23%
22%
2014
58%
22%
24%
2015
58%
25%
0%
10%
20%
30%
22%
40%
50%
Existing in-house enterprise applications and services
60%
24%
70%
Private cloud-based
Figure 24 – Back-end systems supporting mobile BI 2011 to 2015
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22%
80%
90%
100%
Public cloud-based
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
As was the case in 2014, small enterprises are more likely to embrace cloud-based
mobile BI than larger counterparts and most likely to use public cloud (fig. 25). We have
previously observed that small organizations are more likely to experiment with cloudbased mobile BI institutionally at low risk and cost, a strategy that is supported by the
business models of a field of vendors. Midsized and large organizations remain more
likely to depend on enterprise standards (and existing investments) for the time being.
Back-End Systems Supporting Mobile
by Organization Size
4
3.5
3
2.5
2
1.5
1
Existing in-house enterprise applications
and services
1 - 100
Private cloud-based/Software-as-a-Service Public cloud-based/Software-as-a-Service
applications
applications
101 - 1000
1001 - 5000
More than 5000
Figure 25 – Back-end systems supporting mobile BI by organization size
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Mean
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Mobile BI Device Integration Requirements
Since 2012, we have asked participants to list their requirement for business
intelligence integration with mobile devices (fig. 28). In 2015, multi-touch interface
(dragging, pinching, etc.) remains the top priority followed by GPS and context/activity
awareness. In total, BI integration priorities were flat or decreased slightly across the
board with the exception of smart watch integration, which is nonetheless a low priority.
Mobile BI Device Integration Priorities
2013 to 2015
3
2.5
2
1.5
1
0.5
0
2013
2014
2015
Figure 26 - Mobile BI device integration priorities 2013 to 2015
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Targeted Users for Mobile Business Intelligence
As in every previous year of our study, executives are the top consumers and targets for
mobile business intelligence (fig. 27) followed by middle managers and, to a lesser
extent, line managers. In 2015, individual contributors have drawn close to line
managers in importance. Customers are viewed as primary or secondary targets more
than half the time, but more than 70 percent respondents have no interest in delivering
mobile BI to suppliers.
Targeted Users for Mobile BI
0%
10%
20%
30%
40%
50%
60%
70%
% of Section Respondents
Primary
Secondary
Not applicable
Figure 27 - Targeted users for mobile BI
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80%
90%
100%
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
As mobile applications generally become more ubiquitous, primary targeting of
executives and managers has decreased somewhat (Figure 28). Emphasis, meanwhile,
has shifted slightly toward other constituencies. As noted above (fig. 27, p. 37) interest
in individual contributors has approached that for line managers, though it is flat across
three years of data. Interest in customers and suppliers, while very low, has ticked up
slightly year over year.
Primary Targets for Mobile BI 2013 to 2015
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Executives
Middle
managers
Line managers
2013
Individual
contributors and
professionals
2014
Customers
2015
Figure 28 - Primary targets for mobile BI 2010 to 2015
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Suppliers
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
We also looked at targeted users by organization size (fig.29). These results are colored
to the degree that small organizations are more dominated by executives and larger
organizations are more likely to have more management roles. Executives and
managers are the most likely targets regardless of organization size. Still, as we found
in previous years, very small organizations are also the most likely to target customers.
Another consecutive finding is that very large organizations are more likely to empower
individual contributors and professionals attached to the organization.
Mobile BI Target Users by Organization Size
100%
90%
80%
Suppliers
70%
Customers
60%
Individual contributors and
professionals
50%
Line managers
40%
Middle managers
30%
Executives
20%
10%
0%
1-100
101-1000
1001-5000
Over 5000
Figure 29 - Mobile BI target users by organization size
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Mobile Business Intelligence Deployment Plans
In this section (figs. 30-33) we look at current and planned adoption and penetration of
the user base for mobile BI.
In 2015, penetration of mobile business intelligence remains modest. Today, 37 percent
are 10 percent or less penetrated and 24 percent report no mobile capabilities
whatsoever (fig. 30). Going forward, deployment expectations plainly show that
organizations would like to see greater mobile BI penetration. In the most trustworthy
(12-month) planning horizon, penetration of 21 percent or more will reach about 40
percent of organizations. Twenty-four month expectations grow ambitiously; and 36
months out, just 14 percent expect 10 percent or less penetration.
Mobile BI Deployment Plans Through 2018
Today
In 12 months
In 24 months
In 36 months
0%
10%
81% or more
20%
61 - 80%
30%
40%
41 - 60%
50%
21 - 40%
60%
70%
11 - 20%
80%
1% -10%
Figure 30 - Mobile BI deployment plans through 2018
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90%
None
100%
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Geographical deployment plans generally follow other geographical findings: Latin
America by far claims the greatest current penetration followed distantly by North
America, EMEA, and Asia Pacific (fig. 31). That said, organizations in every region
expect incremental growth in mobile BI deployments, especially in emerging markets, in
future timeframes.
Mobile BI Deployment Plans Through 2018
by Geography
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
North America
81% or more
Asia Pacific
61 - 80%
41 - 60%
Latin America
21 - 40%
11 - 20%
In 36 months
In 24 months
In 12 months
Today
In 36 months
In 24 months
In 12 months
Today
In 36 months
In 24 months
In 12 months
Today
In 36 months
In 24 months
In 12 months
Today
0%
Europe, Middle East and
Africa
1% -10%
Figure 31 - Mobile BI deployment plans through 2018 by geography
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None
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Small organizations are more bullish on future mobile deployment plans, more so than
even very large organizations (fig. 32). This is evident in the (blue, red, green, purple)
bands of penetration. The uppermost bands (light blue, orange) depict the current and
future areas of low penetration, which are highest in midsized (101-1,000 employees)
and some large (1,001-5,000 employees) organizations.
Mobile BI Deployment Plans Through 2018
by Organization Size
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
1 - 100
81% or more
101 - 1000
61 - 80%
41 - 60%
1001 - 5000
21 - 40%
11 - 20%
More than 5000
1% -10%
Figure 32 - Mobile BI deployment plans through 2018 by organization size
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None
In 36 months
In 24 months
In 12 months
Today
In 36 months
In 24 months
In 12 months
Today
In 36 months
In 24 months
In 12 months
Today
In 36 months
In 24 months
In 12 months
Today
0%
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Business functions sampled expect mobile BI deployment growth over the next three
years in varying degrees (fig. 33). Executive management predictably leads by a wide
margin, followed by sales and marketing and, to a lesser extent, research and
development and IT. In contrast, finance expects little change in mobile BI deployments,
especially at the highest levels of penetration.
Mobile BI Deployment Plans Through 2018
by Function
100%
90%
80%
70%
60%
50%
40%
30%
20%
Executive Management
81% or more
Sales and Marketing
61 - 80%
Research and
Development (R&D)
41 - 60%
21 - 40%
Information Technology
(IT)
11 - 20%
1% -10%
Figure 33 - Mobile BI deployment plans through 2018 by function
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Finance
None
In 36 months
In 24 months
In 12 months
Today
In 36 months
In 24 months
In 12 months
Today
In 36 months
In 24 months
In 12 months
Today
In 36 months
In 24 months
In 12 months
Today
In 36 months
In 24 months
In 12 months
0%
Today
10%
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Exclusive Use of Business Intelligence on Mobile Devices
Most respondents do not expect their organization will use mobile BI exclusively by
2017 (fig. 34). Stated another way, legacy BI deployments remain suitable to most
organizations for the next two years. We would expect that exclusive mobile BI use
would be confined to certain roles and organizations that depend on out-of-office
activities to manage operational performance.
Expected Exclusive Mobile BI Usage by 2017
81% or more, 4%
61 - 80%, 4%
41 - 60%, 12%
Under 10%, 41%
21 - 40%, 19%
11 - 20%, 20%
Figure 34 - Expected exclusive mobile BI usage by 2017
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Expected exclusive mobile use of business intelligence has changed only slightly over
time and actually increased somewhat in the lowest group ("under 10 percent") since
2013 (fig. 35). This tells us fewer people tend to believe in exclusive mobile BI use
going forward but also that we will see multiple platform use as we do in application
preferences for PCs, tablets, and smartphones. This attitude may come home to roost
in the future since we believe users expect a consistent BI experience across devices
when performing their jobs.
Planned Exclusive Mobile Use of Business
Intelligence 2011 to 2015
2015
41%
2014
20%
37%
2013
31%
2012
31%
2011
26%
10%
18%
27%
23%
29%
35%
0%
19%
20%
Under 10%
30%
11 - 20%
40%
21 - 40%
60%
41 - 60%
70%
61 - 80%
Figure 35 – Expected exclusive mobile use of business intelligence 2011 to 2015
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10%
5% 4%
6%
8%
22%
50%
4% 4%
8%
21%
25%
12%
6%
10%
80%
6%
90%
81% or more
6%
5% 3%
100%
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
As noted earlier, infrastructure investments as well as BI maturity/penetration in different
geographic regions influence exclusive mobile BI use (fig. 3). Latin American
expectations are clearly the highest; other regions, especially North America and
EMEA, are much more aligned.
Expected Exclusive Mobile BI Usage by 2017
by Geography
100%
90%
80%
70%
81% or more
60%
61 - 80%
50%
41 - 60%
40%
21 - 40%
11 - 20%
30%
Under 10%
20%
10%
0%
Latin America
Europe, Middle East
and Africa
North America
Asia Pacific
Figure 36 - Expected exclusive mobile use of business intelligence by 2017 by geography
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Executive management and sales and marketing are the most likely functional
candidates to exclusively use mobile-only business intelligence in 2015 (fig. 37). This
corresponds to other findings regarding field-led businesses and other organizations
with a strong external focus. Most significantly, executives have the highest expectation
(61 percent or greater) of exclusive use of mobile business intelligence. Finance and IT
are mostly uninterested, though all functional audiences expect at least some mobileonly BI users by 2017.
Expected Exclusive Mobile BI Usage by 2017
by Function
100%
90%
80%
70%
81% or more
60%
61 - 80%
50%
41 - 60%
40%
21 - 40%
30%
11 - 20%
Under 10%
20%
10%
0%
Executive
Management
Sales and
Marketing
Research and
Development
(R&D)
Information
Technology (IT)
Finance
Figure 37 – Expected exclusive mobile BI use of BI by 2017 by function
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Small organizations again have the most optimistic plans for exclusive mobile business
intelligence use, followed by the largest of organizations (fig. 38). As with mobile
applications and business intelligence generally, the smallest organizations have the
greatest plans to support mobile-only use.
Expected Exclusive Mobile BI Usage by 2017
by Organization Size
100%
90%
80%
70%
81% or more
60%
61 - 80%
41 - 60%
50%
21 - 40%
40%
11 - 20%
Under 10%
30%
20%
10%
0%
1 - 100
101 - 1000
1001 - 5000
More than 5000
Figure 38 - Expected exclusive mobile use of BI by 2017 by organization size
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Mobile Business Intelligence Features
In 2015, the most prioritized features for mobile BI once again include traditional BI
capabilities for viewing charts and reports and selecting data (fig. 39). As we would
expect, alerting and KPI monitoring rank higher in mobile compared to traditional BI use.
Users nonetheless expect capabilities that include traditional drill down and data
refresh.
Mobile BI Feature Priorities
100%
4
90%
3.5
80%
70%
3
60%
50%
2.5
40%
2
30%
20%
1.5
10%
0%
1
Critical
Very important
Somewhat important
Not important
Figure 39 - Mobile BI feature priorities
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Mean
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
A long-term trend among requirements for mobile business intelligence features has
been toward better interaction (and fewer static presentations). This trend has not
changed significantly across the last three years of data (fig. 40). Straightforward
viewing/selecting/alerting/drill down are most in demand, while advanced features are
likely reserved for advanced users.
Mobile BI Feature Priorities 2013 to 2015
4.00
3.50
3.00
2.50
2.00
1.50
1.00
0.50
0.00
2013
2014
2015
Figure 40 - Mobile BI feature priorities 2010 to 2015
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Sales and marketing shows the greatest interest in mobile BI features almost across the
board (fig. 41). IT (closely trailed by executives) shows the next widest range of interest
across multiple mobile features. Again, finance trails interest among all functions polled.
Mobile BI Feature Priorities by Function
View charts/reports
4
Augmented reality
Data selection; filtering
Social media analysis
(SocialBI)
3.5
3
Alerts
2.5
2
Natural language query
KPI monitoring
1.5
Write-back/transactional
integration
1
Drill down navigation
Collaborative support for
group-based analysis
Dashboard assembly from
components
Off-line access
Real-time data refresh
Drag and drop navigation
Guided analysis
Executive Management
Sales and Marketing
Research and Development (R&D)
Information Technology (IT)
Finance
Figure 41 - Mobile BI features by function
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
For the most part, organizations of different sizes follow the overall sample average in
their preference for individual features (fig. 42). Small organizations generally stand out
in their preference for simpler BI features (i.e., reports, filters, alerts, monitoring) while
more experienced larger organizations, have interest in more advanced features that
are less prioritized (or less frequently surfaced) overall. Some large organizations (those
with between 1,001 and 5,000 employees) generally trail in our analysis.
Mobile BI Feature Priorities by Organization Size
Augmented reality
View charts/reports
4
Data selection; filtering
3.5
Social media analysis
(SocialBI)
Alerts
3
2.5
2
Natural language query
KPI monitoring
1.5
1
Write-back/transactional
integration
Drill down navigation
Collaborative support for
group-based analysis
Real-time data refresh
Dashboard assembly from
components
Off-line access
1 - 100
101 - 1000
Drag and drop navigation
Guided analysis
1001 - 5000
More than 5000
Figure 42 - Mobile BI features by organization size
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Mobile versus Server Resident Business Intelligence Apps and Data
We asked respondents where (device and/or server) they believe mobile applications
and data ought to reside (fig. 43). In a clear trend over time, a preference has plainly
emerged for storing apps and data in servers (not locally on devices). Whether or not
this trend pertains to theft and/or security, it raises a few questions about the future of
offline access. Where some organizations resist the downloading of apps and data due
to security policies or concerns, others prefer central provisioning, while still others are
restricted by regulatory requirements (as in banking and healthcare).
Mobile versus Server Resident BI Apps and Data:
2011 to 2015
100%
90%
80%
40%
50%
51%
70%
56%
57%
60%
Server only
50%
Mobile device and server
40%
30%
60%
50%
50%
2012
2013
20%
44%
43%
2014
2015
10%
0%
2011
Figure 43 - Mobile versus server resident BI apps and data: 2011 to 2015
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Asia-Pacific respondents are more interested in downloading data and leveraging
tablets and smartphones for mobile BI compared to other regions (fig. 44). In contrast,
North American respondents are most comfortable with server-only access. This likely
represents greater sensitivity in North America and EMEA regarding downloading (or
using downloaded) data.
Mobile versus Server Resident BI Apps and Data
by Geography
100%
90%
80%
70%
60%
50%
Mobile device and server
40%
Server only
30%
20%
10%
0%
Asia Pacific
Latin America
Europe, Middle
East and Africa
North America
Figure 44 - Mobile versus server resident BI apps and data by geography
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Not surprisingly, healthcare and government, due to either controls or regulations, are
most likely to adhere to server-only use of mobile versus device-resident BI apps and
data (fig. 45). Other industries (financial services, education, manufacturing, retail and
wholesale) are willing to support a more balanced mix of device and server
environments.
Mobile versus Server Resident BI Apps and Data
by Selected Vertical Industry
100%
90%
80%
70%
60%
50%
40%
Mobile device and server
30%
Server only
20%
10%
0%
Figure 45 - Mobile versus server resident BI apps and data by vertical industry
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Smart Watches
Despite many product introductions and considerable marketing, smart watches are an
early-adopter phenomenon and very largely irrelevant to mobile BI in 2015 (fig. 46). In
2015, three-quarters of respondents consider smart watches “not important.” While
wristwatch and other device makers experiment with form factors and price points, we
believe the nascent smart watch market favors simple, utilitarian and perhaps
disposable devices.
Importance of Smart Watches
Critical, 1.3%
Important, 5.7%
Somewhat
important, 18.1%
Not important,
74.9%
Figure 46 - Importance of smart watches
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Expected use of smart watches in conjunction with mobile business intelligence is
expected to grow slowly in coming timeframes (fig. 47). In our sample base, usage will
be dominated by Apple followed by Androidwear devices. Other proprietary devices
(e.g., Pebble and other retail devices) are presently expected to suffer the same fate as
lesser tablets and smartphones in mobile BI usage.
Smart Watch Usage
Pebble
Google Androidwear (e.g., LG, Sony, Motorola)
Apple Watch
0%
20%
40%
60%
80%
100%
Cumulative % Section of Respondents
Using today
Will use in 12 months
Will use in 24 months
Figure 47 - Smart watch usage
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No plans
120%
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
From both an organizational and personal perspective, there is presently little interest in
adopting smart watches (fig. 48). We view smart watches as peripheral devices for the
interested mobile BI audience and uses that are most probably operational and event
based, mostly alerting and very simple, non-granular updating of information. In one
hopeful regard, smart watches could bring some social relief to human interactions
constantly interrupted by mobile device use.
Future Adoption of Smart Watches
Using today, 2.4%
Will use in 12
months, 8%
Will use in 24
months, 9.7%
No plans, 79.5%
Figure 48 - Future adoption of smart watches
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
As reflected earlier, smartwatch feature priorities are most pronounced among
respondents in the areas of alerts and monitoring (fig. 49). Trailing feature priorities, led
by charting and report views, appear to address some hopeful capabilities or visual
translations in the admittedly miniscule landscape of what would appropriately be called
a wristwatch.
Smart Watch Feature Priorities
0%
20%
40%
60%
80%
Alerts
KPI monitoring
View
charts/reports
Data selection;
filtering
Guided analysis
Drill down
navigation
Natural language
query
Collaborative
support for…
Writeback/transaction…
Critical
Very important
Somewhat important
Figure 49 - Smart watch feature priorities
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Not important
100%
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Business Intelligence Industry Mobile Capabilities and Plans
By collecting data from 35 business intelligence vendors, we understand the current
state of the market and also have a view into future industry capabilities and, therefore,
can help user organizations plan for mobile BI with greater precision.
When we first conducted this research (2010), the majority of business intelligence
vendor organizations had not yet fully predicted or digested the shift towards mobile BI
(fig. 50). Mobile BI is nonetheless an industry mainstay, though vendor attitudes and
expectations have somewhat dwindled since 2012.
Industry Importance of Mobile BI: 2010 to 2015
100%
90%
80%
70%
60%
Critically important
50%
Very important
Somewhat important
40%
30%
20%
10%
0%
2010
2011
2012
2013
2014
2015
Figure 50 - Industry Importance of mobile BI: 2010 to 2015
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Almost all business intelligence vendors today offer support for Apple’s iPad tablet, the
most popular platform for mobile BI today (fig. 51). In 2015, iPhones are next most
supported, closely followed by Google Android tablets and smartphones (fig. 54). As
with user interest, industry support for Microsoft Surface and Windows phone
anticipates future market traction. User evidence suggests plans for future industry
support of other devices is minimal.
BI Industry Support for Mobile Platforms
100%
90%
80%
70%
60%
50%
40%
No plans
30%
Planned - 24 months
20%
Planned - 12 months
10%
Supported today
0%
Figure 51 - BI industry support for mobile platforms
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Especially across the top two platforms, there is still good industry support for native
downloadable applications (fig. 52). However, development and support of native apps,
which, among other constraints, is costly, has fueled a preference for HTML5, which
enjoys support across mobile platforms. In fact, HTML5 is already the de facto
development environment across all less-regarded platforms including Microsoft.
Industry support for blended/hybrid is not emerging as a popular model for customers.
Industry Support: Native versus Web
Applications
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Native, down-loadable apps - Today
HTML5/CSS3 - Today
Blended/Hybrid - Today
Figure 52 - Industry support: native versus Web applications
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Industry support for mobile device integration remains spotty in 2015 (fig. 53). In line
with user requirements, the bulk of vendors already support multi-touch. A far lesser
number support location awareness or camera integration. From there, integration
support becomes minimal, though future integration plans are stronger for voice
command, smart watches, and context awareness.
Industry Support for Mobile Device Integration
100%
90%
80%
70%
60%
50%
40%
30%
No plans
20%
Planned - 24 months
10%
Planned - 12 months
0%
Supported today
Figure 53 - Industry support for mobile device integration
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Industry support for unique BI features has improved consistently throughout six years
of data and in 2015, basic BI functions are roundly well supported (fig. 54). Second-tier
feature support has improved, though alerting, the highest user priority, has so far
garnered less than 60 percent of industry support. We do not have a reliable answer for
why this is the case.
Industry Support for BI Features
100%
90%
80%
70%
60%
50%
40%
30%
No plans
20%
24 months
10%
12 months
0%
6 months
Today
Figure 54 - Industry support for BI features
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
The mobile BI industry has a somewhat higher view of the importance of smart watch
technology than does the user community but is likewise jaded in opinions of its value
(fig. 55). None consider it critically important and 38 percent say it is not important,
which makes smart watches a somewhat skeptical "wait and see" opportunity.
Industry Importance of Smart Watch Technology
Critically important
0%
Very important
21%
Not important
38%
Somewhat important
41%
Figure 55 - Industry importance of smart watch technology
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Industry support for smart watches is uniform and minimal, which at best suggests early
market activity (fig. 56). Just 15 percent currently support Apple Watch, and 5 percent
support Androidwear or Pebble formats. Roughly two-thirds of vendors support or have
future plans to support Apple Watch, but more than half have no future plans for
Androidwear.
Industry Support for Smart Watches
90%
80%
70%
60%
Apple Watch
50%
Google Androidwear (e.g., LG,
Sony, Motorola)
40%
Pebble
30%
20%
10%
0%
Supported today
12 months
24 months
No plans
Figure 56 - Industry support for smart watches
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Though vendor support for unique smart watches is underserved, feature support adds
up across multiple platforms. In this view, current industry support for all features we
sampled is about 20 percent or less (fig. 57). Future plans are highest for alerting, an
aforementioned shortfall in mobile BI feature support.
Industry Support for BI Features on Smart
Watches
100%
90%
80%
70%
60%
50%
40%
30%
No plans
20%
24 months
10%
12 months
0%
Available today
Figure 57 - Industry support for BI features smart watches
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Mobile Business Intelligence Vendor Scores and Rankings
This year we include 24 business intelligence vendors in our mobile ratings (fig. 58). For
each vendor, we considered mobile platform support and integration, business
intelligence features, and customer ratings. We weighted platform and feature scores
using user prioritizations, with a maximum possible score of 34 points. Top-rated
vendors include SAP, MicroStrategy, Qlik, Tableau, and Information Builders.
2015 Mobile BI Vendor / Product Ratings
SAP
Sisense
32
Infor
MicroStrategy
Qlik
16
TIBCO
Tableau
8
Entrinsik
Information Builders
4
Datawatch
Domo
2
Panorama
Microsoft
1
GoodData
Dundas
Birst
Pyramid Analytics
Dimensional Insight
Oracle
IBM
ClearStory Data
SAS
Logi Analytics
InetSoft
Platform
Features
Customer
Total score
Figure 58 – 2015 mobile BI vendor / product rankings
This model reflects only three dimensions of a BI vendor’s product capability and is only
intended to indicate a convergence of capabilities for mobile BI. Readers are
encouraged to use other tools to understand other dimensions of vendor capability,
such as our Wisdom of Crowds® Business Intelligence Market Study.
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Other Dresner Advisory Services Research Reports
-
-
-
Wisdom of Crowds “Flagship” Business Intelligence Market study
Advanced and Predictive Analytics
Big Data Analytics
Business Intelligence Competency Center
Cloud Computing and Business Intelligence
Collaborative Computing and Business Intelligence
Embedded Business Intelligence
End User Data Preparation
Enterprise Planning
Internet of Things and Business Intelligence
Location Intelligence
Mobile Computing and Business Intelligence
Small and Mid-sized Enterprise Business Intelligence
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Appendix: Mobile BI Survey Instrument
1) Please provide your contact information below:
Name*: _________________________________________________
Company Name: _________________________________________________
Address 1: _________________________________________________
Address 2: _________________________________________________
City: _________________________________________________
State: _________________________________________________
Zip: _________________________________________________
Country: _________________________________________________
Email Address*: _________________________________________________
Phone Number: _________________________________________________
2) Major Geography
( ) Asia/Pacific
( ) Europe, Middle East and Africa
( ) Latin America
( ) North America
3) What is your current title?
_________________________________________________
4) What function are you a part of?
( ) Information Technology (IT)
( ) Sales and Marketing
( ) Finance
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
( ) Research and Development (R&D)
( ) Manufacturing
( ) Executive Management
5) Please select an industry
( ) Agriculture
( ) Business Services
( ) Hospitality
( ) Health Care
( ) Advertising
( ) Government
( ) Aerospace
( ) Legal
( ) Manufacturing
( ) Apparel and Accessories
( ) Motion Picture and Video
( ) Automotive
( ) Publishing
( ) Broadcasting
( ) Biotechnology
( ) Pharmaceuticals
( ) Chemical
( ) Real Estate
( ) Consulting
( ) Retail and Wholesale
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( ) Consumer Products
( ) Defense
( ) Education
( ) Sports
( ) Technology
( ) Energy
( ) Telecommunications
( ) Entertainment and Leisure
( ) Executive Search
( ) Transportation
( ) Financial Services
( ) Food, Beverage and Tobacco
6) How many employees does your company employ worldwide?
( ) 1 - 100
( ) 101 - 1000
( ) 1001 - 5000
( ) More than 5000
7) Please rank the importance of the following classes of applications associated with your company's
mobile strategy (4= Critical, 1= Not important)
Critical
Very
important
Somewhat
important
Not
important
Email
()
()
()
()
Collaboration
()
()
()
()
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Framework
Personal
Information
Management
(Contacts,
Calendaring &
Scheduling)
()
()
()
()
CRM Applications
Access
()
()
()
()
ERP Applications
Access
()
()
()
()
Social Media
Access (e.g.,
Twitter, LinkedIn,
Facebook,
Google+, Yelp)
()
()
()
()
Business
Intelligence
()
()
()
()
Video
Conferencing/Chat
()
()
()
()
Personal or
Business Banking
via Mobile
()
()
()
()
Mobile Payments
()
()
()
()
Map/Directions
()
()
()
()
8) Please prioritize the following mobile platforms in order of importance to your organization over the
next 12 months:
No
ne
1s
t
2n
d
3r
d
4t
h
5t
h
6t
h
7t
h
8t
h
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9t
h
10t
h
11t
h
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Apple
iPhone
()
()
()
()
()
()
()
()
()
()
()
()
Apple
iPad
Tablet
()
()
()
()
()
()
()
()
()
()
()
()
BlackBer
ry (RIM)
SmartPh
one
()
()
()
()
()
()
()
()
()
()
()
()
RIM
Playbook
Tablet
()
()
()
()
()
()
()
()
()
()
()
()
Firefox
Mobile
OS
()
()
()
()
()
()
()
()
()
()
()
()
Google
Android
Smartph
one
()
()
()
()
()
()
()
()
()
()
()
()
Google
Android
Tablet
()
()
()
()
()
()
()
()
()
()
()
()
Microsof
t
Windows
Phone 8
()
()
()
()
()
()
()
()
()
()
()
()
Microsof
t Surface
(Window
s8
tablet)
()
()
()
()
()
()
()
()
()
()
()
()
Tizen
(New
Samsung
OS)
()
()
()
()
()
()
()
()
()
()
()
()
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Amazon
Fire
Phone
()
()
()
()
()
()
()
()
()
9) Which of these mobile platforms are in use versus planned?
Inuse
Planned:
Next 12
months
Planned:
Next 24
months
No
interest
Apple
iPhone
()
()
()
()
Apple iPad
Tablet
()
()
()
()
BlackBerry
(RIM)
SmartPhone
()
()
()
()
RIM
Playbook
Tablet
()
()
()
()
Firefox
Mobile OS
()
()
()
()
Google
Android
Smartphone
()
()
()
()
Google
Android
Tablet
()
()
()
()
Microsoft
Windows
Phone 8
()
()
()
()
Microsoft
Surface
()
()
()
()
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()
()
()
DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
(Windows
8 tablet)
Tizen (New
Samsung
OS)
()
()
()
()
Amazon
Fire Phone
()
()
()
()
10) For mobile applications that you will use, what degree of integration with the mobile platform is
required?
Native,
downloadable
applications
Web
browser
access
Blended/hybrid
Apple
iPhone
[]
[]
[]
Apple iPad
Tablet
[]
[]
[]
BlackBerry
(RIM)
SmartPhone
[]
[]
[]
RIM
Playbook
Tablet
[]
[]
[]
Firefox
Mobile OS
[]
[]
[]
Google
Android
Smartphone
[]
[]
[]
Google
Android
[]
[]
[]
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Tablet
Microsoft
Windows
Phone 8
[]
[]
[]
Microsoft
Surface
(Windows
8 tablet)
[]
[]
[]
Tizen (New
Samsung
OS)
[]
[]
[]
Amazon
Fire Phone
[]
[]
[]
11) Are you developing/building or will you develop/build mobile applications in-house? If so, please
specify for which platforms.
Developing/already
developed today
Planned:
Next 12
months
Planned:
Next 24
months
No
plans to
develop
Apple
iPhone
()
()
()
()
Apple iPad
Tablet
()
()
()
()
BlackBerry
(RIM)
SmartPhone
()
()
()
()
RIM
Playbook
Tablet
()
()
()
()
Firefox
Mobile OS
()
()
()
()
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
Google
Android
Smartphone
()
()
()
()
Google
Android
Tablet
()
()
()
()
Microsoft
Windows
Phone 8
()
()
()
()
Microsoft
Surface
(Windows
8 tablet)
()
()
()
()
Tizen (New
Samsung
OS)
()
()
()
()
Amazon
Fire Phone
()
()
()
()
12) Which back-end systems will drive your mobile applications?
Definitely
Probably
Possibly
Unlikely
Existing inhouse
enterprise
applications
and services
()
()
()
()
Public Cloudbased/Softwareas-a-service
applications
()
()
()
()
Private Cloudbased/Software-
()
()
()
()
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
as-a-service
applications
13) Where will employees get their applications for work use? Select all that apply.
Today
12
months
24
months
36
months
Not
applicable
Consumer
app cloud
(iTunes,
Android
Playstore,
etc)
()
()
()
()
()
Mobile
operator
store
()
()
()
()
()
Your own
enterprise
app store?
()
()
()
()
()
A 3rd
party
consumer
app store?
()
()
()
()
()
A 3rd
party
enterprise
app store?
()
()
()
()
()
14) What is the level of importance of Mobile Business Intelligence within your IT/Business strategy?
( ) Not important
( ) Somewhat important
( ) Very important
( ) Critically important
15) Please react to the following question: "My organization is culturally well prepared to adopt and
leverage Mobile Business Intelligence."
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
( ) Strongly agree
( ) Somewhat agree
( ) Somewhat disagree ( ) Strongly disagree
16) For Business Intelligence software on mobile devices, what level of device integration is most
important to you?
Critical
Very
important
Somewhat
important
Not
important
Multi-touch
interface
()
()
()
()
Location
awareness/GPS
integration
()
()
()
()
Camera
integration
()
()
()
()
Accelerometer
()
()
()
()
Near-field
communication
(ala Google
Payments)
()
()
()
()
Voice
command
()
()
()
()
Google Glass
integration
()
()
()
()
Smart watch
integration
(e.g., Apple
watch,
AndroidWear,
Pebble, Sony)
()
()
()
()
Context
awareness
(activity
()
()
()
()
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
recognition)
17) Which Business Intelligence features on mobile devices are most important to you?
Critical
Very
important
Somewhat
important
Not
important
View
charts/reports
()
()
()
()
KPI monitoring
()
()
()
()
Alerts
()
()
()
()
Drill down
navigation
()
()
()
()
Drag and drop
navigation
()
()
()
()
Data selection;
filtering
()
()
()
()
Guided analysis
()
()
()
()
Dashboard
assembly from
components
()
()
()
()
Writeback/transactional
integration
()
()
()
()
Off-line access
()
()
()
()
Real-time data
refresh
()
()
()
()
Augmented
reality
()
()
()
()
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Collaborative
support for
group-based
analysis
()
()
()
()
Social media
analysis
(SocialBI)
()
()
()
()
Natural language
query
()
()
()
()
18) Who will be the users of Mobile Business Intelligence in your organization and their priority for
automation?
Primary
Secondary
Not
applicable
Executives
()
()
()
Middle
managers
()
()
()
Line
managers
()
()
()
Individual
contributors
and
professionals
()
()
()
Customers
()
()
()
Suppliers
()
()
()
19) What percentage of the user population use/will use Mobile Business Intelligence applications in
your organization?
None
1%
11 -
21 -
41 -
61 -
81%
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
10%
20%
40%
60%
80%
or
more
Today
()
()
()
()
()
()
()
In 12
months
()
()
()
()
()
()
()
In 24
months
()
()
()
()
()
()
()
In 36
months
()
()
()
()
()
()
()
20) Mobile-based Business Intelligence will replace traditional BI within the next 2 years for what
percentage of users?
( ) Under 10%
( ) 11 - 20%
( ) 21 - 40%
( ) 41 - 60%
( ) 61 - 80%
( ) 81% or more
21) Will Business Intelligence data/content reside on the mobile device and server or server alone?
( ) Mobile device and server
( ) Server only
22) How important are smart watches within your overall IT strategy?
( ) Critical
( ) Important
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
( ) Somewhat important
( ) Not important
23) Which smart watches technologies are in use today and/or are anticipated to be in used in the
future?
Apple
Watch
Google
Androidwear
(e.g., LG,
Sony,
Motorola)
Pebble
Using
today
[]
[]
[]
Will
use in
12
months
[]
[]
[]
Will
use in
24
months
[]
[]
[]
No
plans
[]
[]
[]
24) What's the status of using smart watches in conjunction with your business intelligence
applications?
( ) Using today
( ) Will use in 12 months
( ) Will use in 24 months
( ) No plans
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25) Which Business Intelligence features are most important on a smart watch?
Critical
Very
Important
Somewhat
important
Not
important
View
charts/reports
()
()
()
()
KPI monitoring
()
()
()
()
Alerts
()
()
()
()
Drill down
navigation
()
()
()
()
Data selection;
filtering
()
()
()
()
Guided analysis
()
()
()
()
Writeback/transactional
integration
()
()
()
()
Collaborative
support for
group-based
analysis
()
()
()
()
Natural language
query
()
()
()
()
26) How well do your Business Intelligence software vendors support your Mobile BI needs? Please rate
all relevant vendors:
Excellent
1010 Data
()
Very
good
()
Average
()
Poor
()
Very
poor
()
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Actuate
()
()
()
()
()
Adaptive Insights
()
()
()
()
()
Advizor Solutions
()
()
()
()
()
Alteryx
()
()
()
()
()
Arcplan
()
()
()
()
()
Bime
()
()
()
()
()
Birst
()
()
()
()
()
Bitam
()
()
()
()
()
Board
()
()
()
()
()
Clearstory Data
()
()
()
()
()
Cubeware
()
()
()
()
()
Datameer
()
()
()
()
()
Datawatch (inc.
Panopticon)
()
()
()
()
()
Decisyon
()
()
()
()
()
Dimensional
Insight
()
()
()
()
()
Domo
()
()
()
()
()
Dundas
()
()
()
()
()
Entrinsik
()
()
()
()
()
Exago
()
()
()
()
()
Good Data
()
()
()
()
()
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IBM/Cognos/SPSS
()
()
()
()
()
iDashboards
()
()
()
()
()
Inetsoft
()
()
()
()
()
Infor/Lawson
()
()
()
()
()
Information
Builders (IBI)
()
()
()
()
()
IntuitiveBI
()
()
()
()
()
Jedox
()
()
()
()
()
Jinfonet/JReport
()
()
()
()
()
Klipfolio
()
()
()
()
()
LogiAnalytics
()
()
()
()
()
Microsoft
()
()
()
()
()
MicroStrategy
()
()
()
()
()
Oracle
()
()
()
()
()
Panorama
()
()
()
()
()
Pentaho
()
()
()
()
()
Phocas
()
()
()
()
()
Platfora
()
()
()
()
()
Pyramid Analytics
()
()
()
()
()
QlikView
()
()
()
()
()
Rapid Miner
()
()
()
()
()
Roambi
()
()
()
()
()
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DAS Mobile Computing / Mobile Business Intelligence Market Study 2015
(MeLLmo)
Salient
()
()
()
()
()
SAP/Business
Objects
()
()
()
()
()
SAS Institute
()
()
()
()
()
SiSense
()
()
()
()
()
Dell (Quest,
Statsoft)
()
()
()
()
()
Tableau
()
()
()
()
()
Targit
()
()
()
()
()
Tibco/Spotfire
()
()
()
()
()
Yellowfin
()
()
()
()
()
27) Please comment on your view of the benefits of using mobile BI?
____________________________________________
____________________________________________
____________________________________________
____________________________________________
28) Please comment on your view of the limitations and risks to using mobile BI?
____________________________________________
____________________________________________
____________________________________________
____________________________________________
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