ipad 1:55 PM 100% From Insight to Action: The Impact of the Mobile Intelligence Revolution in Business

Transcription

1 ipad 1:55 PM 100% From Insight to Action: The Impact of the Mobile Intelligence Revolution in Business

2 Copyright Information All Contents Copyright 2011 MicroStrategy Incorporated. All Rights Reserved. Trademark Information MicroStrategy, MicroStrategy 6, MicroStrategy 7, MicroStrategy 7i, MicroStrategy 7i Evaluation Edition, MicroStrategy 7i Olap Services, MicroStrategy 8, MicroStrategy 9, MicroStrategy Distribution Services, MicroStrategy MultiSource Option, MicroStrategy Command Manager, MicroStrategy Enterprise Manager, MicroStrategy Object Manager, MicroStrategy Reporting Suite, MicroStrategy Power User, MicroStrategy Analyst, MicroStrategy Consumer, MicroStrategy Delivery, MicroStrategy BI Author, MicroStrategy BI Modeler, MicroStrategy Evaluation Edition, MicroStrategy Administrator, MicroStrategy Agent, MicroStrategy Architect, MicroStrategy BI Developer Kit, MicroStrategy Broadcast Server, MicroStrategy Broadcaster, MicroStrategy Broadcaster Server, MicroStrategy Business Intelligence Platform, MicroStrategy Consulting, MicroStrategy CRM Applications, MicroStrategy Customer Analyzer, MicroStrategy Desktop, MicroStrategy Desktop Analyst, MicroStrategy Desktop Designer, MicroStrategy ecrm 7, MicroStrategy Education, MicroStrategy etrainer, MicroStrategy Executive, MicroStrategy Infocenter, MicroStrategy Intelligence Server, MicroStrategy Intelligence Server Universal Edition, MicroStrategy MDX Adapter, MicroStrategy Narrowcast Server, MicroStrategy Objects, MicroStrategy OLAP Provider, MicroStrategy SDK, MicroStrategy Support, MicroStrategy Telecaster, MicroStrategy Transactor, MicroStrategy Web, MicroStrategy Web Business Analyzer, MicroStrategy World, Application Development and Sophisticated Analysis, Best In Business Intelligence, Centralized Application Management, Information Like Water, Intelligence Through Every Phone, Intelligence To Every Decision Maker, Intelligent E-Business, Personalized Intelligence Portal, Query Tone, Rapid Application Development, MicroStrategy Intelligent Cubes, The Foundation For Intelligent E-Business, The Integrated Business Intelligence Platform Built For The Enterprise, The Platform For Intelligent E-Business, The Scalable Business Intelligence Platform Built For The Internet, Industrial-Strength Business Intelligence, Office Intelligence, MicroStrategy Office, MicroStrategy Report Services, MicroStrategy Web MMT, MicroStrategy Web Services, Pixel Perfect, Pixel-Perfect, MicroStrategy Mobile, MicroStrategy Integrity Manager and MicroStrategy Data Mining Services are all registered trademarks or trademarks of MicroStrategy Incorporated.. All other company and product names may be trademarks of the respective companies with which they are associated. Specifications subject to change without notice. MicroStrategy is not responsible for errors or omissions. MicroStrategy makes no warranties or commitments concerning the availability of future products or versions that may be planned or under development. Patent Information This product is patented. One or more of the following patents may apply to the product sold herein: U.S. Patent Nos. 6,154,766, 6,173,310, 6,260,050, 6,263,051, 6,269,393, 6,279,033, 6,567,796, 6,587,547, 6,606,596, 6,658,093, 6,658,432, 6,662,195, 6,671,715, 6,691,100, 6,694,316, 6,697,808, 6,704,723, 6,741,980, 6,765,997, 6,768,788, 6,772,137, 6,788,768, 6,798,867, 6,801,910, 6,820,073, 6,829,334, 6,836,537, 6,850,603, 6,859,798, 6,873,693, 6,885,734, 6,940,953, 6,964,012, 6,977,992, 6,996,568, 6,996,569, 7,003,512, 7,010,518, 7,016,480, 7,020,251, 7,039,165, 7,082,422, 7,113,993, 7,127,403, 7,174,349, 7,181,417, 7,194,457, 7,197,461, 7,228,303, 7,260,577, 7,266,181, 7,272,212, 7,302,639, 7,324,942, 7,330,847, 7,340,040, 7,356,758, 7,356,840, 7,415,438, 7,428,302, 7,430,562, 7,440,898, 7,486,780, 7,509,671, 7,516,181, 7,559,048, 7,574,376, 7,617,201, 7,725,811, 7,801,967, 7,836,178, 7,861,161, 7,861,253, 7,881,443, 7,925,616 and 7,945,584. Other patent applications are pending..

3 I. Executive Summary... 2 II. Mobile Computing, the Fifth Wave of Information Technology, Will Dwarf All Previous Waves... 3 III. Mobile Intelligence Changes the Paradigm for Both Consumers and Organizations... 6 IV. What You Should Expect from Mobile App Technology V. MicroStrategy s Platform is Specifically Designed to Meet All Your Mobile App Needs VI. It is Critical to Pursue a Mobile Intelligence Strategy as the Window of Opportunity is Rapidly Closing VII. Appendix: Industry Specific Transactional Mobile App Examples... 22

4 I. Executive Summary Computing has entered its fifth generation with desktop Internet applications giving way to a new generation of mobile applications. Broad access to cellular and wireless networks from smartphones, tablets, and other mobile devices has changed the way people communicate and consume information, creating an exponential rise in the acceptance, adoption, and usage of data. This fifth wave of information technology, mobile computing, is predicted to have a far greater impact and adoption than any of the previous cycles: mainframes, mini computing, personal computing, and desktop computing. Individuals are now wrapped in software. Objects once held in our pockets, such as bills, tickets, and newspapers, now reside on our smartphones, tablets, and within mobile apps. This wrapping of individuals is transforming entire industries, as the convergence of business information and analytics with mobile technology empowers more and more people to take action and make decisions at any time. Mobile apps provide a perfect delivery system for business information. A perfect storm of powerful mobile devices, fast networks, touch-based interfaces, and focus on useable app design now deliver a method of sharing this data with the masses. Rather than relying on other people to generate paper-based reports, executives, field employees, and sales employees would rather access the information themselves on tablets and smartphones. Mobile Intelligence fundamentally changes the dynamic between corporations and consumers. As consumers are empowered by a mobile marketplace, corporations must keep pace by establishing a mobile strategy and pursuing marketing and advertising campaigns focused on mobility and social networking. The combination of social networking and mobile apps has the power to produce the ultimate customer relationship management system for organizations. Mobile apps are the world s new information channels and will far eclipse television channels in number and impact. As such, they provide an immense opportunity to share your brand and messaging with a global audience and grow the customer base exponentially. The most successful companies will be those who become their own powerful networks that leverage mobile apps to engage consumers and customers and grow their brands. It is critical for every organization to embrace Mobile Intelligence. Mobile Intelligence has the power to help keep traditional brick and mortar establishments relevant and successful in the new mobile-focused business landscape. Organizations must keep executives, the field, and other key personnel up-to-date with the latest information, and also enable them to make decisions at a moment s notice from a mobile device. A new breed of mobile apps combines three core capabilities: Business intelligence: This capability includes grid and graph reports, dashboards, and data visualizations accessible from a mobile device. Transactions: Transaction capabilties enable executives and others to instantly traverse from business insight, directly to business action by entering data, approving requests, adjusting forecasts, adding comments, uploading photos, scanning product SKUs, and much more, without ever needing to return to a desk. Multimedia: Mobile apps are enhanced with multimedia PDFs, videos, portals, libraries, and the Internet all of which enrich the relevance and scope of the app. In the coming years, companies will need to deploy hundreds of apps, which will consist of many combinations of these three core capabilities. The enterprise-grade MicroStrategy platform is built for all of your mobile app needs, delivering high performance at the highest levels of data and user scale. MicroStrategy ensures ease of mobile app 2

5 development, maintenance, and deployment unmatched by other vendors. As a result, relying on MicroStrategy for your Mobile Intelligence needs incurs the least amount of resources and costs in the short- and long-term. In addition, MicroStrategy Mobile ensures comprehensive data and mobile app security, by leveraging MicroStrategy's robust security architecture that offers strong data protection for all other MicroStrategy products. As the pace of mobile device adaptation quickens, it becomes that much more imperative to get started today. The Mobile Intelligence revolution is here and it has changed everything. It is an overwhelming opportunity like no other in the past decade one that deserves the full attention of your organization. II. Mobile Computing, the Fifth Wave of Information Technology, Will Dwarf All Previous Waves The explosion of the mobile market is impossible to ignore. Mobile devices like the Apple iphone and ipad, and Google s Android devices are being adopted faster and in larger numbers than any non-gaming technology device in history. By 2020, industry analysts estimate that there will be 10 billion mobile users worldwide ten times the number of people currently using personal computers to access the Internet. 1 Mobile computing is revolutionizing how, when, and where information is consumed and decisions are made. Mobile delivers instant insight from anywhere, at any time a reality that has significant ramifications on the global economic landscape. Mobile Computing is the fifth Major Technology Cycle of the Last Half Century Mobile business information access will likely eclipse desktop information access in the near future, leading to a new era of Mobile Intelligence. The convergence of business information and analytics with mobile technology is empowering business people and consumers in a way that was never possible until now. Mobile Intelligence delivered through smartphones, tablets, and other mobile devices has the potential to revolutionize business processes across every industry. Since the 1960s, there have been four major cycles of computing: 1. Mainframe computing 2. Mini computing 3. Personal computing 4. Desktop computing Mobile computing, the fifth technology cycle, is predicted to have a far greater impact and adoption than all of the previous cycles put together. 1. The Mobile Internet Report, Morgan Stanley, Dec. 15,

6 The Mobile Internet is the 5th major technology cycle of the last half century. Today s mobile computing is best epitomized by tablets, such as the Apple ipad, as well as on smartphones, including the Apple iphone, Google Nexus One, and RIM BlackBerry. Both tablets and smartphones are exploding in popularity and technical capabilities. The adoption rate of smartphones is far outpacing previously observed adoption rates of Internet or desktop-based technologies. The reasons are simple: these mobile devices provide constant connectivity and are convenient to carry, extremely powerful, relatively inexpensive, and easy and fun to use. Unique capabilities aside, the number of people that can carry a tablet or smartphone is significantly greater than the number of people that take a laptop with them when away from the office. The Mobile Internet has outpaced other forms of computing, as mobile devices are mini-computers that are constantly integrating a number of services. Static at-your-desk computing using a mouse and a keyboard is quickly becoming outdated. Almost everything about today s computers, for the majority of daily tasks, is obsolete. The future is mobile computing on lightweight, connected devices that use a Natural User Interface (NUI) and deliver information and applications in the palm of your hand. 4

7 Mobile Intelligence is 400 Times More Powerful than Desktop Internet Intelligence The revolutionary impact of Mobile Intelligence is evidenced by three major drivers. 1. Mobile Intelligence Expands the User Population by a Factor of 10 Mobile devices will significantly surpass the impact and number of desktop Internet devices. The range and number of mobile devices is showing explosive growth and the boundaries between these devices is blurring. Mobile computing devices now range from smartphones and NUI-infused tablets to spatial game controllers and fully functional in-car computers. For all their differences, these mobile device types harmonize across themes of connectivity, mobility, and information delivery. Mobile apps on these devices open the world of information to vastly more people than Web and desktopbased applications. While a billion or so people around the world have access to a computer, well over five billion people have smartphones and other cell phones. Mobile apps simply reach more people, and for an organization with employees all over the globe, mobility is paramount to ensure efficiency and the swift resolution of issues. And as your organization strives to reach and market to more and more consumers, mobile is a proposition that cannot be ignored. 2. Mobile Intelligence Expands Information Opportunities by at least a Factor of 10 As mobile computing becomes pervasive in both personal and professional lives, people are discovering more and more opportunities to make complete use of these powerful devices. From the moment they wake, they can use applications that not only enhance their personal lives but also make them more productive and effective at work. In only a short time, mobile apps have proven why they are superior to Web and desktop-based applications. Mobile apps deliver business insight and enable timely action from anywhere, at any time. The ability to access information at anytime in any location, easily in the palm of your hand, allows immediate decision-making. A typical retail store manager may spend only a few hours working at a desk. With Mobile Intelligence, the manager can process decisions and analyze the latest information at any hour or location. 3. Mobile Intelligence Expands Personal Query Relevance by a Factor of 4 Today s mobile computing devices are revolutionizing how information is deposited into applications. Using a keyboard and a mouse is now outdated. A natural user interface allows users to point at what they want, touch where they want to go, and move the device to indicate how they want to explore the information. Mobile computing devices respond to how users move their fingers and arms, and understand their location, the direction they are moving, and how fast. Mobile devices use these natural actions as inputs. Touch screens dynamically change into convenient input controls to meet the user s needs, such as a keyboard, a calculator, a map, and a data visualization control. As a result, the user s inputs are faster and cover a greater range of options, all while being more intuitive. Why enter a house number, street name, city, and zip code when the device can locate the user automatically? Query speed and relevance are further enhanced with other rich capabilities such as visual inputs via a camera or audio inputs via a microphone. Technology is advancing rapidly and already converts images into data inputs from barcodes, fingertips, fonts, and facial recognition. The ongoing impact of the evolution in device inputs and natural interfaces is to make applications faster, easier, and more natural to use, leading to greater usage and a higher user adoption rate. 5

8 III. Mobile Intelligence Changes the Paradigm for Both Consumers and Organizations The Mobile Revolution Empowers Consumers Like Never Before, Wrapping Them in Software The mobile revolution has empowered individuals by essentially wrapping them in software. Items once carried in our pockets, such as airline ticket stubs and maps, now reside on mobile phones and within mobile apps. Items we carried around in paper form, such as newspapers and bills, can now be viewed on a mobile device, in the palms of our hands. Even non-paper items like watches, alarm clocks, and soon, credit cards, are available as apps. Mobile devices have consolidated our lives and daily workflows, and as such, have the innate power to fundamentally transform business from the inside out. Mobile Changes the Relationship Between Corporations and Consumers Through the always-on nature of the mobile revolution, corporations are engaged with their customers and prospects more often and more closely than ever before. Wrapping people in software has the power to redefine entire industries, as already seen in many ways, including the decline in traditional brick and mortar establishments in recent years. With mobile, consumers can now buy products and services from anywhere, at any time. The convenience of mobile apps brings consumers closer to their favorite brands, and within just a few taps and swipes to making a purchase. In addition, the mobile marketplace empowers consumers with new ways to save money and provides a wide range of purchasing options. To stay competitive, corporations must keep pace with this tremendous impact. Otherwise, they will not only lose out on potential revenue, but they will also find themselves falling to their competitors, who are undoubtedly investing more and more in mobile apps and advertising. Mobile Enables Timely Decision-Making, Accelerating Profitability and Efficiency for Corporations Rapid decision-making is key to accelerating the profitability of business. In today s fast-changing, competitive business environment, it is imperative to provide immediate answers to both internal and external customers. With Mobile Intelligence, decision makers now have the power to make these decisions immediately. Carrying stacks of business reports to meetings and conferences no longer provides the depth of insight needed for timely, smart decision-making. Without convenient access to business information, actions are postponed until workers return to their desks, introducing organization-wide bottlenecks, delays, and errors. These restrictions and delays are erased with Mobile Intelligence, which allows heuristic analysis and decision-making wherever a decision is required. 6

9 The total number of shipments of Smartphones and Tablets has outpaced the total number of shipments for PCs in Q4 of Decision Sweet Spot Decision sweet spots are locations such as the aisle in a store, the line in a factory, or the warehouse floor. Business people need to be able to make data-driven decisions in the sweet spot, rather than delay due to a lack of information. Decision Window of Opportunity Decisions have a window of opportunity when a choice or action can be made to maximize the impact. The longer it takes someone to get to the information, the greater the chance of missing the opportunity. This delay could result in the loss of a sale or even a customer. Mobile Intelligence empowers organizations to get the most of its management and executives time. Executives often have significant budgets to control, which impact revenue and operation success. Therefore, any single thing the organization can do to make that executive more productive is going to have a significant impact on the bottom line. The Combination of Mobile and Social Revolutionizes How Corporations Interact with Consumers The convergence of mobility and social networking has transformed how corporations interact with consumers. This combination has effectively created the ultimate customer relationship management system for organizations. Mobile apps and social networking will propel advertising forward, and in turn, will be shaped by advertising. Consumer information including demographics, spending habits, hobbies, and much more is now available within social networks, and presents the perfect opportunity for organizations to cater to specific consumer needs and trends. A regional manager can now, from a mobile device in the palm of his hand, better understand the makeup of his customer base in a particular region. Mobile apps integrated with Facebook and other social networks leverage this consumer and marketing information. In doing so, they provide a new and overwhelmingly powerful way to advertise to and engage with consumers. 7

10 Source: comscore ComScore reports a whopping 45.7 percent increase in mobile social networking as compared to Companies on the leading edge are pushing the envelope even further. They are creating mobile apps as information channels. In effect, they are becoming their own network, broadcasting messages to the world at all times. These companies now communicate directly to consumers via mobile apps and Facebook and provide exclusive marketing programs to expose their brands to the public and grow the customer base. Through their mobile apps, these companies channel new content such as videos, press releases, blogs, product materials, and event materials. This builds brand awareness and presents new, impactful advertising opportunities. In many ways, targeted and personalized consumer apps integrated with Facebook and other social networks have become the new engine that drives corporate communications, advertising, and marketing initiatives. Astute companies continue to formulate marketing campaigns focused on mobile apps and social networking. They are already providing mobile apps to engage consumers, and ultimately convert them into loyal customers. They are taking existing marketing, sales, and education content and building rich mobile apps for customers and prospects. Mobile Intelligence is Critical to Staying Relevant and Profitable in Today s Business World As consumers capitalize on the power of mobile devices, the repercussions have been felt all across the global business landscape. And it is just the beginning. Mobile Intelligence empowers organizations by bringing business information to mobile devices anywhere, at any time. Business applications that were mildly successful when used on a desktop have suddenly become highly effective and valuable when consumed on the go, whenever and wherever business is conducted. Now, more than ever, it s critical for every organization to embrace Mobile Intelligence. Many traditional brick and mortar establishments are struggling to compete in the new mobile business landscape. As more and more consumers shop for products and services online, online merchants undercut traditional stores on price, convenience, and value. In response, stores look to counteract their diminishing revenue by systematically reducing costs where they can. Regardless, these companies soon find that profit margins barely catch up to tremendous operating and labor costs, and often cannot. Meanwhile, online merchants and other mobilized companies benefit from minimal costs due to their software-driven business. 8

11 Mobile Intelligence has the power to help keep traditional brick and mortar establishments relevant and successful. Thousands of organizations around the world have already embraced mobility as a game-changing solution for their business. They realize the importance of providing executives and other key stake holders with business insight in the palm of their hands. Organizations that have yet to adopt an enterprise-grade mobile BI solution are forced to conduct business within a limited scope, and endure the associated costs and inefficiencies. For these organizations, business information is outdated by the time it reaches the right people, is available only at certain times, and comes at a substantial labor and paper cost. Meanwhile, competitors leverage their Mobile Intelligence apps daily to gain an edge. Mobile Intelligence Renders Traditional Business Workflows Obsolete To consider Mobile Intelligence simply as a competitive differentiator for organizations is to severely undervalue its significance to the global economy. Mobile Intelligence has already rendered traditional business workflows obsolete, and transactional mobile apps are poised to accelerate the process. In a traditional business workflow, a business analyst accesses a report, which pulls data from a data warehouse or Enterprise Resource Planning (ERP) system. He or she then prints the report, summarizes it, and gives it to an executive, who often sees the information for the first time. The executive then makes a decision based on the information and informs another analyst or clerk so that the decision can be input into an ERP system or database. The executive most likely doesn t have the time or expertise to use the ERP system, or knowledge of the underlying database. As a result, he or she must rely on others to conduct analysis and eventually deliver that analysis to them, before decisive business action can take place. At even a small organization s scale, this highly inefficient workflow incurs tremendous labor and paper costs and involves inherent delays in the analysis-to-decision-to-action workflow. In addition, organizations are forced to spend great sums of money ordering and maintaining the hardware, databases, and ERP systems with which they operate their business. Data Warehouse Business Intelligence System ERP Systems ANALYST Accesses BI Sytem to Analyze and Print Numerous Reports Uses these Reports to Make Decisions EXECUTIVE CLERK Inputs Information as requested by Executive back in the System Traditionally, the flow of business information from systems and databases to executives is delayed by many processes and the participation of several departments. This impacts the time it takes executives to take business action, and incurs many costs in the process. 9

12 The ease and accessibility of Mobile Intelligence has eliminated the barriers of this outdated business workflow. The unnecessary and inefficient layers between business data and an executive have been eliminated by mobile apps bolstered with transactional capabilities. Executives no longer need to wait for a business analyst to provide them with information. Intuitive mobile devices such as the ipad are empowering even the least tech-savvy consumers and business people. Every day, more and more executives take these mobile devices, analyze data on their own, and make decisions from anywhere. Executives not only get the information in the palm of their hands, but they can also react to it, and take a concrete business action, such as approving a request or re-allocating a resource. With a transactional mobile app in hand, an executive or other key stakeholder can perform a business action that is recorded in the ERP system or database instantly. Meanwhile, the organization as a whole no longer needs to wade through reams of paper report binders and incur related costs. Mobile Intelligence has made the traditional business workflow obsolete, as key decisionmakers can finally act on information independently, and at the moment of insight. Data Warehouse Business Intelligence ERP Systems Decision/Action is Automatically Sent to System via App EXECUTIVE Analyzes Reports and Dashbaords via App and Takes Actiom Transactional mobile apps eliminate the costs and inefficiencies of the traditional business workflow. The ease and accessibility of mobile devices and these apps empower executives to drive the business forward without hesitation. IV. What You Should Expect from Mobile App Technology Each Mobile App will contain a Combination of Three Core Capabilities: BI, Transactions, and Multimedia Mobile apps combine three core capabilities: 1. Business Intelligence 2. Transactions 3. Multimedia 10

13 ipad 1:55 PM 100% Close Table Win 350K 300K 250K 200K 150K 100K 50K 3M 6M 12M GAMING Dec Jan Feb Yesterday YSTR LY EBITDA $299,663 (7.6%) Revenue $427,896 (2.1%) Expenses $128, % YSTR LY Revenue $374, % Table Win $182,307 (17.1%) Table Drop $902, % Table Hold % 20% (13.8%) Slot Win $191, % Slot Coin In $3,359, % Slot Hold % 6% (0.4%) YSTR LY Rated Players % Gaming Theo $308, % YSTR LY Revenue $53,610 (20.9%) ADR $ % RevPAR $ % Booking % YSTR LY Promotions $2, % Events $1, % Others $123, % i ipad 1:55 PM 100% ipad ipad 1:55 1:55 PM PM 100% Business Intelligence Transactions Multimedia Analytics, Grids, & Graphs Data Visualizations & Exploration Mobile front-end to ERP/CRM Sell products and schedule services Multimedia Content Mobile Information Channels Casino Analysis 2/13/2011 EBITDA GAMING PLAYERS HOTEL EXPENSES Sections Grids Graphs Data Analytics Data Mapping Alerting Approval Explorations Visualization Mgmt. Editable Grids Data Entry Browser Content Payments Desktop Publishing PDFs epubs Video Mobile apps will contain a combination of three types of capabilities, namely Business Intelligence, Transactions, and Multimedia, that make use of a number of functionalities and deliver comprehensive information. These are the key characteristics that will produce the richest and most useful Mobile Intelligence apps, and deliver the highest return on investment. Large and small corporations alike require mobile apps that provide some combination of these core capabilities of mobile apps. For instance, while some apps will simply deliver essential information to be analyzed by mobile workers, other apps will provide information and also enable an employee to enter information into the app and access data from Facebook. The permutations of apps are virtually endless, dependent largely on an organization s business needs, as well as its imagination. Each Company Will Need to Deploy 100's of Mobile Apps Each Mobile App will Contain a Combination of the 3 Core Capabilities Companies will need to deploy a number of varied apps catering to their different departments. These mobile apps will contain a combination of the three core capabilities, namely Business Intelligence, Transactions, and Multimedia. 11

14 Mobile be it mobile apps built with Business Intelligence, Transactions, or Multimedia provides a huge range of possibilities in terms of creating new sales opportunities and new business processes which accelerate the pace at which the business operates. Each one will likely have a unique ROI specific to that situation. Business Intelligence on a Mobile Device is Superior to Web-based Business Intelligence Mobile Business Intelligence enables executives and other business users to sift through enormous volumes of data on their handheld devices and convert this data into actionable insight. The analytical functionality of Mobile Business Intelligence includes touch-optimized grids, graphs, data visualizations, data exploration, OLAP analysis such as sorting, and drilling down into many underlying levels of data. In less than a few seconds, whether in a noisy restaurant, an airport terminal, an aisle of a retail store, or a conference room, information is accessible without sitting down and finding a place to plug in a laptop. ipad 1:55 PM 100% Merchandise managers and buyers can simply access an app such as this and receive all the layers of sales and product insight they require to make inventory decisions to avoid stock-out or overstock situations. Mobile Business Intelligence is vastly superior to Web-based Business Intelligence for a number of reasons. For one, using responsive, multi-touch screens, business users can not only analyze data, but also interact with it directly using native multi-touch gestures such as tapping and swiping, as well as BI-specific gestures. This highly intuitive and tactile form of analysis is powerful. In addition, Mobile BI leverages the integrated geo-location capabilities of mobile devices to enable location-specific data analysis, selection, and modification. Mobile BI apps enable business users to create report queries and answer business questions in ways never before possible. A mobile tablet s accelerometer, bar code reader, Bluetooth, GPS, and speech input capabilities can now be used to submit data and view updated report results. For example, a merchant can scan a product bar code with her mobile device, and sales details for the product instantly appear on the screen. Mobile BI apps also include immersive data visualizations such as heat map, time series, and calendar visualizations. These visualizations enable business users to remotely capture business data and initiate a transaction immediately. Transactional Functionality is the Component of Mobile Intelligence That Closes the Business Loop Transactions are the aspect of Mobile Intelligence that enables executives and others to instantly traverse from business insight, directly to business action. 12

15 The perfect, natural complement to Mobile Intelligence is the ability to conduct transactions directly with information on a mobile device. Transactional mobile apps enable individuals and organizations to take immediate action. Executives, the sales force, and field employees can enter data, approve requests, adjust forecasts, add comments, upload photos, scan product SKUs, and much more, without ever needing to return to a desk. In an instant, these actions are sent to transaction systems, triggering new business processes, resource reallocation, and accelerating business activity. From these apps, these business users submit data directly back to their organization s ERP system or database, and update existing data. While mobile apps enable key stakeholders to keep a finger on the pulse of the organization, transactional mobile apps empower them to make a tangible change on the spot to move the business forward. For instance, a transactional mobile app for request processing and management enables an executive such as a CIO to conduct business in seconds that would otherwise require days and the use of a computer. From this app, the CIO can review all business items requiring action, approve requests based on the information presented, deny requests at the tap of a button, and reconsider ongoing requests by asking for more information. The above transactional mobile app is focused on Merchandising for a retailer. From anywhere, a business user can analyze the business to determine which orders to accelerate; edit any part of any order anywhere, anytime; change values using touch-based controls such as wheels and switches; update values to increase orders, adjust prices, and take actions; and execute those actions to drive the business forward. Mobile Transactions will Enhance All Existing Transaction Systems Mobile apps bolstered with transactional capabilities enable your business users to access and use your organization s ERP systems while on-the-go from a mobile device. Mobile transactional apps integrate and work directly with your existing operational systems, including Finance/Accounting, Human Resources, Manufacturing, Supply Chain Management, Project Management, Customer Relationship Management (CRM), Data Services, and Access Control ERP. For instance, your CFO can access a transactional mobile app from his or her tablet, pull up the latest sales figures, and enter comments and data directly into the app, from anywhere. Those comments and modifications are entered automatically into your organization s ERP system, for example your Finance/Accounting ERP system. Yankee Group, a research firm from Boston, MA, has presented extensive research on the future of mobile usage and mobile transactions. Their research shows that at the conclusion of 2010, total value of global mobile transactions was at $162 billion, and they anticipate that it will be $984 billion by Global Mobile Transactions To Reach $1 Trillion, Mobile Magazine, Feb. 15,

16 The flexibility and shear economic importance of mobile transactions will undoubtedly enhance all of your corporation s existing transaction systems. With the accessibility of a transactional mobile app, business users will be able to enter information into transaction systems from anywhere, at any time. When made on-the-go, a transaction becomes context-aware, as well. By incorporating GPS coordinates, the transaction is now location-specific, and by incorporating bar codes, the transaction includes information that is up-to-date with the latest products. Mobile transactions also enable a 360-degree view of your transaction history, right in the palm of your hand. This makes your daily business transactions auditable for your records and for those of your organization. Moreover, mobile transactions are conducted securely, as you can authenticate yourself and ensure that private data is removed automatically in the event your device is lost. Another Key Component of Mobile Apps is Multimedia and Other Content Delivery Today s mobile apps combine the constant accessibility of cellular and wireless networks with the convenience of having rich content in the palm of one s hands at any moment. By providing updated versions of a wide variety of content, mobile apps keep consumers and businesses closely tied to the most updated and relevant information and media. Other content embedded in mobile apps includes multimedia, such as videos, PDFs, books, Web content, and brochures. Tablets and smartphones include browsers, PDF readers, , HTML containers, and other methods to easily view and work with the content. ipad 1:55 PM 100% This Multimedia enriched app enables organizations to deliver promotional videos, commercials, product endorsements directly to their end-consumers. How-to videos and guides and manuals can also be incorporated to provide any type of information to any user. Every mobile app will be enhanced with this type of multimedia in ways that impact the business on a daily basis. A salesperson in the field will be able to turn on his mobile tablet and bring up How to Sell and similar training videos, customer testimonial videos, product positioning presentations and videos, and other materials to help prepare that salesperson for a customer or prospect meeting. This embedded multimedia will ensure sales personnel have relevant training and other information at all times, and can present in ways that entice the audience and speed the sales cycle. 14

17 Content is Automatically Updated on Mobile Apps As mobile devices increasingly become our every-day containers for company collateral and other business materials, it becomes that much more important to know we have the latest information with us. One of the most convenient and useful features of mobile apps is that they are automatically updated with the latest content, from both external and internal sources. For instance, suppose your colleagues access your company s brochures, sales presentations, and other collateral from your company s mobile app. In recent weeks, the company s marketing team updated its sales presentation and several of the brochures. Those users mobile devices are automatically updated with the latest versions of those materials. Mobile Apps are the Next Generation of Information Channels, and are Powerful Advertising and Communication Tools With the onset of the mobile revolution, mobile apps have become the world s next generation of information channels: powerful tools of corporate communication and advertising. Organizations can and will continue to use their mobile apps to advertise their events and products, generate valuable content, build their customer base, extend their reach, and sell advertising space. The most successful companies will be those who develop their mobile apps as information channels and, in doing so, essentially become their own full-fledged network. They will be the ones who use these new information channels to interact directly with their customers, compete for advertising, and control the content and messaging surrounding their brands at all times. These companies will be the ones who pass their competition by providing custom-tailored mobile apps, or channels, for their brands, events, employees, partners, customers, and regions of business. Looking ahead, there will undoubtedly be a thousand more mobile app channels than traditional TV channels. The potential spread of a company s single mobile app to thousands of nations across the world, and to millions of mobile device users presents an opportunity that simply cannot be ignored. The potential to share a message with millions who can interact with your brand from anywhere, at any time changes everything. V. MicroStrategy s Platform is Specifically Designed to Meet All Your Mobile App Needs In the coming years, companies will continue to develop and deploy hundreds of enterprise and consumer apps, focused on every aspect of business operations. For instance, sales departments will develop and use apps focused on sales, facility management, and marketing campaign analysis. Human resource departments will unveil new hiring, training, time-off request, expense, and salary apps that can be used from anywhere to approve requests and streamline processes. Sales forces will need mobile apps to enable them to track leads, enter customer details, access updated lists of services, track expenses, and more all in an effort to spend more time closing sales cycles and less time performing repetitive, manual tasks. MicroStrategy s Platform Experience Conveys Directly to Mobile Apps The enterprise-grade MicroStrategy platform is ideally-suited to support the emerging and demanding needs of the new generation of Mobile Intelligence applications. Mobile Intelligence applications demand much faster 15

18 x x x ipad 1:55 PM 100% performance and serve much larger user populations than traditional wired Internet applications. MicroStrategy offers Mobile Business Intelligence capabilities for the Apple iphone and ipad, the BlackBerry Smartphone, and the Kindle DX, with an architecture that is engineered for the speed and performance required to rapidly deliver information on a mobile device. As integrated parts of the MicroStrategy platform, MicroStrategy Mobile and MicroStrategy Transaction Services leverage the same high performance, data and user scalability, and comprehensive administration capabilities. This ensures straightforward mobile app development and consistent reusability of reports, dashboards, and other objects. By definition, business intelligence solutions are designed for information discovery and delivery. As a result, an app platform powered by Business Intelligence can be used to quickly and effectively develop and deploy these essential mobile apps. MicroStrategy is designed specifically to build and deploy a wide variety of business applications that support high volumes of data and thousands of users. MicroStrategy's Enterprise Capabilities Desktop / Laptop Mobile 1. Rapid Development x 2. Easy Deployment Windows Office Portals Browser iphone ipad BlackBerry 3. High User and Data Scale 4. High Performance 5. Economies of Scale 6. Flexibility Openness and Extensibility 7. Secure Data Access Model 8. Comprehensive Administration Control Full Spectrum of Developer Tools Web Professional Desktop Designer Architect MicroStrategy Web MicroStrategy Transaction Services MicroStrategy Intelligence Server MicroStrategy Mobile Full Spectrum of Admin Tools Enterprise Manager Command Manager Object Manager 9. Unmatched Analytical Power SDK Integrity Manager Databases Cube Databases Transactional Applications Website Content MicroStrategy s extensive platform experience conveys directly to Mobile BI. The enterprise-grade capabilities of the MicroStrategy platform provide rapid development, easy deployment, high user and data scale, high performance, and unmatched economies of scale. It also provides unmatched flexibility, openness, and extensibility; secure data access; comprehensive administration control; and analytical power. MicroStrategy Mobile Apps Provide Transactional Capabilities Out-of-the-Box The MicroStrategy Mobile platform provides transactional capabilities out-of-the box. An integrated part of the enterprise-grade MicroStrategy Mobile platform, MicroStrategy Transaction Services lets people act on business information from a mobile device such as the ipad and iphone, as well as from a dashboard on any Web browser. MicroStrategy Transaction Services initiates data transactions to back-end transaction systems. Thousands of users' actions are stored using either SQL for database transactions, or XQuery for Web services applications. For the everyday executive, salesperson, or other business user, a transactional mobile app will look and feel like most other mobile apps. He or she will tap and scroll as usual, and enter values and make selections using intuitive drop-down menus, radio buttons, wheel selectors, and calendars. A business user will also be able to experience transactional apps in dashboards on the Web. 16

19 MicroStrategy Ensures Fast App Development, at Substantially Reduced Costs Developing a mobile app typically requires an organization to invest a substantial amount of capital and effort. Both internal and external staff is required to perform the long list of tasks required in developing an app. These tasks include designing an app workflow, modifying preferences, managing data, creating visualizations, and of course, establishing and managing security. The organization must hire expensive programmers to code the app, and hire the additional support staff needed to secure, deploy, and maintain it. The overall effort is not only costly, but extremely time-consuming. Organizations typically cannot deploy their new mobile app for six months. Organizations that use MicroStrategy to develop their mobile apps incur minimal capital investment and effort in the process. Using the MicroStrategy platform and MicroStrategy Mobile app, it takes only a matter of days to develop and deploy a mobile app, compared to the six months or more it might take otherwise. This is achieved because MicroStrategy handles all of the tasks involved with developing, deploying, securing, monitoring, and maintaining a mobile app. And for the aspects of the mobile app your organization chooses to undertake on its own, MicroStrategy provides the high level of design fidelity and freedom required to continue to evolve their apps, which means organizations never need to hire outside programmers to work on the app. With MicroStrategy, No Programming Skill is Required to Build a Mobile App Building a mobile app using MicroStrategy and embedding it with transactional functionality involves absolutely no programming from either business users or MicroStrategy developers. The MicroStrategy platform provides intuitive What-You-See-Is-What-You-Get (WYSIWYG) report and dashboard design. Business users can easily create and analyze a pixel-perfect dashboard, scorecard, or production report from multiple sources of data. In much the same way that a MicroStrategy developer builds these analyses, he or she will be able to build mobile apps and embed them with transactional and other capabilities. As such, the process of building a mobile transactional app in MicroStrategy is an intuitive, template-driven one. During the dashboard design process, a developer specifies a report within the dashboard as a transactional report and connects it to the appropriate ERP system. This essentially enables transactions within the dashboard. There is no programming required, as these actions can be performed using drag-and-drop and other intuitive interactions featured in MicroStrategy. MicroStrategy Mobile Apps are Easy to Deploy and Maintain MicroStrategy allows your organization to deploy its new mobile app in the way that best fits your specific business requirements, user community, and overarching mobile strategy. The main methods of deploying a mobile app with MicroStrategy are: Deploying the App on Apple s App Store, using the MicroStrategy Mobile App for the iphone or MicroStrategy Mobile App for the ipad (For either public or internal use): With this method, either the MicroStrategy Mobile app for the iphone or MicroStrategy Mobile app for the ipad (available on the Apple App Store) functions as a sophisticated and fully-secure shell for your new mobile app. Your app users will experience your new mobile app through the MicroStrategy Mobile App(s) itself. MicroStrategy Mobile is essentially the viewer that your executives and others will use to access and work with your new mobile app. 17

20 The MicroStrategy Mobile app connects directly to your existing MicroStrategy projects, reports, and dashboards, and ultimately provides access to your new mobile app as well. Your organization can deploy the app to either public or internal people by simply configuring the MicroStrategy Mobile Server. When it s time to deploy the app to your users, you simply send them an with a link to your new mobile app environment. Updates to your app are deployed instantly to your users. Your organization is never required to submit code to Apple during this app maintenance or update process. When MicroStrategy updates either of its MicroStrategy mobile apps, your business users will simply be alerted that there is a new version of the mobile app available. Downloading that version will also automatically download any updates to your company s app. New Content Updated Content A Use MicroStrategy App Store App B Re-Skin App & Deploy to the App Store C Re-Skin App & Deploy Internally MicroStrategy enables enterprises to deploy their app on Apple s app Store, using the MicroStrategy Mobile App or perform an independent enterprise deployment of the app. Performing an Enterprise Deployment of the App (For either public or internal use): With this method, the MicroStrategy mobile app is used as a tool to build your own app, as opposed to just a shell or viewer for your app. This method offers the most flexibility and independence in the deployment and long-term maintenance of your app. However, it does require your organization s app developer to acquire an Enterprise Deployment license from Apple. To perform an Enterprise Deployment, your organization builds its new app by leveraging the code of the MicroStrategy mobile app, via the MicroStrategy SDK. You have full fidelity and control over your app and can design it with the exact look and feel and branding of your company. You can create one or many of these mobile apps that are modified (i.e. skinned) to fit your brand. 18