Big Data - According to IDC, data is doubling every two years and is expected to reach 1.8 ZB (a trillion GB) in 2011. Eight mobility related mega trends are locked in a virtuous cycle and will be the bedrock for growth and adoption of Mobile BI solutions and for the overall Enterprise Mobility. According to Gartner, more than 33% of Analytics will be consumed using mobile devices, a prediction well supported by the 8 mobility related mega trends discussed here. Mobile BI market could grow at 20% plus CAGR over the next 5 years and could likely become over a $2 billion market by 2015. Therefore, by 2015 more than 15% of Analytics revenues could come from Mobile Analytics solutions. This should be a serious strategic priority for every Analytics vendor if not already.

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

2. A. Summary
B. Enterprise Mobility Mega Trends & Mobile Analytics
(Mobile BI) Market
C. Market Opportunity
D. Competitive Landscape
E. Appendix
A. Mobile Analytics (Re)Defined
B. Mobility Market and Eight Mega Trends
C. Competitive Assessment
2

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

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

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

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

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

8. Appendix ‒ Mobile Analytics (Re)Defined
8

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

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

11. Appendix ‒ Mobility Market and Eight Mega Trends
11

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

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

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

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

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

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

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

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

20. Appendix ‒ Competitive Assessment
20

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

22. QlikTech: Simple Messaging, Fast-to-market, Attractive
Positioning
1 2 3 4 5 6 7 8
View Alerts & Dashboard Data Drag and
Drill Down Dashboard Guided
Charts & Events (KPI Selection Assembly Drop
Navigation Analysis
Reports Monitoring) Filtering Navigation
Interactive
Dashboards Multi-Device
and Data Strategy
Analysis
Simple
Simple
Messaging and
Attractive
Pricing
22

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

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

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

26. Information Builders: WebFOCUS Mobile Favorites –
Simple and Cost Effective
1 2 3 4 5 6 7 8
View Alerts & Dashboard Data Drag and
Drill Down Dashboard Guided
Charts & Events (KPI Selection Assembly Drop
Navigation Analysis
Reports Monitoring) Filtering Navigation
Simple and Cost Effective
Self- Multi-Device
Contained, Strategy
Interactive (Pure
Reports and Browser
Dashboards Based)
Device
Agnostic
and Cost-
Effective
Content
Delivered
in User „s
Preferred
Format
26

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

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

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

30. Thank you!
Jitender Aswani, SAP Business Analytics
March 2011