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Business intelligence (BI) remains a market of top interest for buyers and software vendors alike, with trend-setting firms such as Tableau shaking up customers’ perceptions while enterprise software vendors evolve broader deployments to embed analytics and become agile in the market. TBR’s Business Intelligence Customer Research examines the performance of front-runners in the market, based on feedback from the buyers themselves, including sales and portfolio success and customer satisfaction across the BI software market by segment. TBR invites you to view a webinar that originally aired on Wednesday Oct. 1, 2014, and discussed the findings of its BI Software Customer Research, which expounds on themes such as the direction of the BI software market, purchaser maturity by BI software market segment, customer satisfaction and forward-looking analysis of buyer trends. The webinar covered topics such as the current state of BI software adoption, the different approaches to selling to mature and immature BI buyers , and purchase drivers and decision makers. Senior Analyst Elizabeth Hedstrom Henlin and Analyst Jennifer Hamel shared their perspectives on market-making buyer trends within BI software and the related tie-ins to professional services, including contextual findings from TBR’s BI Professional Services Customer Research, and provide webinar attendees with strategic projections around software vendor and customer activity. They then fielded questions from the audience. Questions for discussion will included: • What is the current state of the BI software market? • Who buys BI software and why? • Which vendors lead the market? • Where is the role for professional services, how are software vendors implementing or using partners for growth, and what’s next?
Citation preview
TBR
T EC H N O LO G Y B U S I N ES S R ES EAR C H , I N C .
TBR’s BI Software Customer
Research Highlights and Outlook
The next wave of customers’ business strategies Technology Business Research (TBR) Quarterly Webinar Series
Oct. 1, 2014
TBR
2 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
TBR BI Software Customer Research Highlights and Outlook: Webinar Presenters
Jen Hamel
Professional Services Analyst Email: [email protected]
Twitter: @jenhameltbr
Matt Healey Principal Analyst Email: [email protected] Twitter: @Mhealey_TBR
Elizabeth Hedstrom Henlin Senior Analyst, Software and Applications Email: [email protected] Twitter: @EAHHTBR
TBR
3 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
TBR
T EC H N O LO G Y B U S I N ES S R ES EAR C H , I N C .
TBR Business Intelligence (BI) Program
Business Intelligence Software Customer ResearchSeptember 2014
Authors: Elizabeth Hedstrom Henlin, Senior Analyst ([email protected]); Jennifer Hamel, Analyst
Content Editors: Lindy Hanson, Vice President, Services;Stuart Williams, Vice President, Research
• How TBR’s Business Intelligence program is used:
o Identify opportunity.
o Adjust messaging to align with customer needs and broader purchasing criteria.
o Improve competitive positioning.
• Insight to advance clients’ business intelligence (BI) software and services businesses:
o Understand segment customers’ current and evolving behaviors.
o Realize market opportunity based on customers’ perception and assessment of BI vendors.
o Profit from insights around exemplary vendor strategies, customer trends and results.
Clients gain advantages and a better understanding of revenue opportunities through our reports and their personal relationships with TBR.
TBR BI Software Customer Research Highlights and Outlook: Webinar Overview
TBR’s Business Intelligence program delivers insights to vendor and customer behavior that improve clients’ market opportunity
Covered in today’s webinar: TBR’s Business Intelligence
Software Customer Research report
Additional BI products: • Business Intelligence Services
Vendor Benchmark • Business Intelligence Professional
Services Customer Research • Business Intelligence Software
Vendor Benchmark
TBR
4 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
TBR BI Software Customer Research Highlights and Outlook: Key Trends
With the BI software market set to exceed $45 billion by 2018, vendors will adapt portfolio offerings to attract near-term spend and set up for cross-sales over time.
The various approaches to capitalizing on a maturing BI market opportunity are dictated by vendor product portfolios.
To win in this market, vendors need to link technologist portfolios to customers’ business value needs, which will be a critical step to engage IT and LOB buyers.
BI software vendors that can stay agile while solving business problems of diverse buyers will sustain revenue growth in a maturing market
BI Software Adoption
Opportunity
Landscape
Outlook
TBR
5 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
The BI software market will exceed $45 billion in 2018, fueled by maturing BI solutions
Barriers to BI Software Market Growth
• Budgetary pressure
• Unclear value proposition
• Unclear timelines for ROI
• Sluggish enterprise software market growth
• Unclear path to inclusion of cloud functionality
and delivery
Global BI Software Market Opportunity
2013
$37 billion global
revenues
2018
$45 billion global
revenues
Drivers of BI Software Market Growth
• Operational efficiency
• Industry expertise
• Scalability of resources
• Maturation of complementary emerging
technologies
TBR BI Software Customer Research Highlights and Outlook: Market Outlook
TBR
6 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
For vendors with point solutions, the ability to integrate with existing infrastructure changes the game for customer consideration
Landscape
Customers seek paths
without disruption;
heterogeneous point
products win. New technologies
can still attract attention —
and purchasing — provided
deployment is simple.
TBR BI Software Customer Research Highlights and Outlook: Purchasing Landscape
TBR
7 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
BI software is seen as more than just a path to efficiency, emphasizing the need for vendors to lead with business value positioning
New ways to drive
revenue
Cost reduction
TBR BI Software Customer Research Highlights and Outlook: Market Outlook
Landscape
TBR
8 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
13%
31%
38%
18%
SENTIMENT TOWARD BI
Our use of BI will remain limited
We have all the BI solutions weneed for now
We are evaluating more BIsolutions
Expanding our BI capabilities is atop priority for us for the next
24 monthsn = 443SOURCE: TBR
Vendors that invest in marketing to create urgency in mature buyers’ minds successfully will win BI software and services wallet share
TBR BI Software Customer Research Highlights and Outlook: Opportunity
Top customer targets for BI software vendors will respond to sales and
marketing messaging around the potential business value with additional BI
software purchasing.
Landscape
TBR
9 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
16%
26%
30%
29%
37%
14%
17%
23%
25%
28%
24%
27%
19%
37%
38%
33%
17%
19%
21%
24%
25%
29%
30%
34%
41%
44%
45%
46%
48%
48%
50%
53%
0% 15% 30% 45% 60%
Event processing
Content analytics
Predictive analytics
Data visualization
Data mining
Online analytical processing (OLAP)
Scorecards
Data discovery
Queries
Data warehousing
Dashboards
Analytic components of business apps
Spreadsheets
Analytic applications
Performance management
Reporting
BI SOFTWARE CAPABILITIES
Currently used Planned for future useSOURCE: TBR
Creating clear paths and timelines to value will move customers from considering to using advanced BI tools such as content analytics
TBR BI Software Customer Research Highlights and Outlook: Customer Landscape
Landscape
Mature
Maturing
n= 453
TBR
10 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
A maturing BI market creates innovation-driven segment splits; legacy firms lead in tools sales, but there is opportunity to take platform share
SAP BusinessObjects’ and Microsoft Office’s prevalence in customers’ initial BI software deployments position SAP and Microsoft as leaders in adoption of basic BI tools.
Disruptive technology acquisition and development enable IBM to edge out Microsoft in penetration of the advanced BI tools segment.
HP’s ability to integrate legacy Vertica assets with longtime strengths in data management positions HP to rapidly improve its incidence position in BI applications and platforms across the next 12 to 18 months.
TBR BI Software Customer Research Highlights and Outlook: Competitive Landscape
Landscape
TBR
11 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
The relative immaturity of the BI professional services market results in organizations relying on software vendors to deliver services
IBM, SAP and Oracle are
the top three selected
BI professional services
vendors across service
lines, indicating
organizations prefer
working with the same
vendor for BI software
and professional
services.
TBR BI Software Customer Research Highlights and Outlook: Services Vendor Outlook
IBM holds the strongest
overall position with
strategy consulting
services to help make
the business case for
adoption of BI
professional services.
Landscape
TBR
12 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
Customers rely on relationships with trusted consultants to help select BI solutions that meet their unique industry needs
BI and analytics services customers value relationships and relationship-selling. They
want contact from current IT services vendors, consultants and sales teams.
SOURCE: TBR
TBR BI Software Customer Research Highlights and Outlook: Services Buying Trends
Landscape
TBR
13 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
TBR BI Software Customer Research Highlights and Outlook: Services Vendor Outlook
Though software vendors are top of mind for BI services, C&SI vendors can take share by building relationships and tailoring solutions
As customers look to review more BI solutions and demand greater responsiveness from services providers, client-focused C&SI vendors will gain market share from software-led organizations.
IBM Strategy and Analytics
• Combined practice delivers end-to-end analytics services (design-implement-run).
• Includes management consultants and data scientists (over 15,000 dedicated experts) in GBS
Accenture Strategy & Accenture Digital
• Accenture Strategy: management and technology consulting to guide transformation
• Accenture Digital: implementation and managed services around analytics and other digital technologies
SOURCE: IBM
SOURCE: TBR AND ACCENTURE
IBM’s end-to-end BI capabilities (software, hardware and services) will be tough to beat.
Outlook
TBR
14 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
The pressure is on for vendors to quickly deliver results with BI solutions, since maturing buyers have higher expectations
Outlook
TBR Assessment: Return on Investment
With more than two-thirds of buyers expecting
positive ROI within two years, vendors should take
note: Failure to deliver on promised business
outcomes is no longer an option.
TBR
15 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
Risk aversion impacts mission-critical data and novice buyers’ vendor selection for data warehousing and basic BI tools, respectively
TBR BI Software Customer Research Highlights and Outlook: Competitive Landscape
50%
23%
20%
44%
39%
22%
32%
21%
21%
0% 15% 30% 45% 60%
Previous relationship with the vendor
Working knowledge of my IT infrastructure
Vendors’ proven ability to link BI technology to broader portfolios
Previous relationship with the vendor
Working knowledge of my IT infrastructure
Complete line of BI professional serv ices capabilities(advise, design, build, manage and update)
Previous relationship with the vendor
Working knowledge of my specific industry verticalissues
Working knowledge of BI issues
Ora
cle
(n
= 1
8)
Mic
roso
ft (
n =
19
)SA
P (n
= 3
0)
Percentage of Respondents
MAIN CRITERIA FOR SELECTING A DATA WAREHOUSING VENDOR
SOURCE: TBR
TBR
44%
37%
17%
35%
22%
22%
35%
22%
22%
0% 15% 30% 45% 60%
Previous relationship with the vendor
Vendors’ proven ability to link BI technology to broader portfolios
Working knowledge of my specific industry verticalissues
Previous relationship with the vendor
Vendors’ proven ability to link BI technology to broader portfolios
Working knowledge of my IT infrastructure
Previous relationship with the vendor
Working knowledge of BI issues
Working knowledge of my IT infrastructure
IBM
(n
= 4
1)
Mic
roso
ft (
n =
46
)SA
P (n
= 5
4)
Percentage of Respondents
MAIN CRITERIA FOR SELECTING A BASIC BI TOOLS VENDOR
SOURCE: TBR
TBR
Outlook
TBR
16 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
Disparate selection criteria by vendor creates an opportunity for disruptive firms to gain customers
TBR BI Software Customer Research Highlights and Outlook: Competitive Landscape
38%
38%
31%
33%
29%
24%
22%
22%
19%
0% 15% 30% 45% 60%
Working knowledge of BI issues
Working knowledge of my IT infrastructure
Vendors’ proven ability to link BI technology to broader portfolios
Vendors’ proven ability to link BI technology to broader portfolios
Previous relationship with the vendor
Experience with complete line of B I offer ings
Previous relationship with the vendor
Working knowledge of BI issues
Working knowledge of my IT infrastructure
Mic
roso
ft (
n =
16
)IB
M (
n =
21
)SA
P (n
= 2
7)
Percentage of Respondents
MAIN CRITERIA FOR SELECTING AN ADVANCED BI TOOLS VENDOR
SOURCE: TBR
TBR
23%
23%
21%
27%
23%
23%
49%
22%
16%
0% 15% 30% 45% 60%
Vendors’ proven ability to link BI technology to broader portfolios
Complete line of BI professional serv ices capabilities(advise, design, build, manage and update)
Previous relationship with the vendor
Previous relationship with the vendor
Working knowledge of my specific industry verticalissues
Complete line of BI professional serv ices capabilities(advise, design, build, manage and update)
Vendors’ proven ability to link BI technology to broader portfolios
Previous relationship with the vendor
Working knowledge of my specific industry verticalissues
IBM
(n
= 3
7)
Mic
roso
ft (
n =
39
)SA
P (n
= 4
4)
Percentage of Respondents
MAIN CRITERIA FOR SELECTING A BI APPLICATIONS AND PLATFORMS VENDOR
SOURCE: TBR
TBR
Outlook
TBR
17 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
Overall satisfaction with BI software deployments emphasizes products are mature, but solutions are still evolving in the eyes of customers
Vendors that can help IT enroll and engage LOB buyers in BI applications and platform segment purchasing will be positioned for CY15 growth.
TBR BI Software Customer Research Highlights and Outlook: Satisfaction
Outlook
Point products (basic BI tools and advanced BI tools) are most readily explained to and deployed by buyers, creating a clear path to value and overall satisfaction for customers.
TBR
18 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
Newer, more complex BI software capabilities such as in-memory data processing are ripe with opportunity for professional services vendors
The degree to which in-memory computing can reinvent application and database deployments creates opportunities for software vendors and trusted systems integrators to transform customers’ data center footprints.
Early movers can define territory and capitalize on opportunity, influencing customers’ behavior and buying in the near term.
TBR BI Software Customer Research Highlights and Outlook: In-memory opportunity
Note: Percentages do not add to 100% due to rounding.
Outlook
TBR
19 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
Questions?
TBR
20 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
TBR BI Software Customer Research Highlights and Outlook: Contact Information
Patrick Heffernan
Principal Analyst and Practice Manager, IT Services
Email: [email protected]
Twitter: @TBR_PatrickH
Telephone: 603.758.1834
James McIlroy Vice President of Sales Email: [email protected] Telephone: 603.929.1166
Twitter: @TBRinc
SlideShare: www.slideshare.net/TBR_Market_Insight
YouTube: www.youtube.com/user/TBRIChannel
LinkedIn: www.linkedin.com/company/technology-business-research
Matt Healey Principal Analyst Email: [email protected] Twitter: @Mhealey_TBR Telephone: 603.758.1846
TBR
21 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
BI Software Definitions
TBR BI Software Customer Research Highlights and Outlook: Definitions
TBR BI Software Taxonomy Segments
TBR
22 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
BI Software Definitions
Reporting, Queries,Spreadsheets
Basic BI Tools
Dashboards, Scorecards
Online Analytical Processing(OLAP)
Data Discovery
TBR BI Software Customer Research Highlights and Outlook: Definitions
TBR BI Software Taxonomy Subsegments
TBR
23 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
BI Software Definitions
Data Mining
Advanced BI Tools Event Processing
Data Visualization
Content Analytics
Predictive Analytics
TBR BI Software Customer Research Highlights and Outlook: Definitions
TBR BI Software Taxonomy Subsegments
TBR
24 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
TBR evaluates the business intelligence professional services market across 4 lines of service delivery
Consulting (BI Strategy)
Integration and
Implementation
Applications Development
and Maintenance
Operations, Management
and Maintenance
Provide strategic and tactical advice in a particular area of expertise for the use of
business intelligence.
Offer assistance in aligning business intelligence deployments with existing on- and off-premises
infrastructure and applications.
Software development and personnel-led maintenance that encompasses requirements of engineering design, implementation, testing
and maintenance to construct software for business intelligence
Assistance in the maintenance, enhancement and monitoring of business intelligence
deployments, and support of overall interaction of the infrastructure
TBR BI Software Customer Research Highlights and Outlook: Taxonomy
TBR BI Professional Services Taxonomy Segments
TBR
25 TBR Quarterly Webinar Series | 10.1.14 | www.tbri.com | ©2014 Technology Business Research Inc.
TBR delivers actionable intelligence on the maturing BI market to help clients bridge the gap between buyer aspirations and vendor actions
TBR BI Software Customer Research Highlights and Outlook: Research Portfolio
Business Intelligence Software Vendor Benchmark
Business Intelligence Professional Services Vendor Benchmark
Business Intelligence Software and Professional Services Addressable Market Forecast
Business Intelligence Software Customer Research
Business Intelligence Professional Services Customer
Research
Contact Us
1.603.929.1166
www.tbri.com
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Hampton, NH 03842
USA
About TBR
Technology Business Research, Inc. (TBR) is a leading independent
technology market research and consulting firm specializing in the business
and financial analyses of hardware, software, professional services, telecom
and enterprise network vendors, and operators.
Serving a global clientele, TBR provides timely and actionable market
research and business intelligence in formats that are tailored to clients’
needs. Our analysts are available to further address client-specific issues or
information needs on an inquiry or proprietary consulting basis.
TBR has been empowering corporate decision makers since 1996.
To learn how our analysts can address your unique business needs, please
visit our website or contact us today.
This report is based on information made available to the public by the vendor and other public sources. No representation is made that this information is accurate or complete. Technology Business Research will not be held liable or responsible for any decisions that are made based on this information. The information contained in this report and all other TBR products is not and should not be construed to be investment advice. TBR does not make any recommendations or provide any advice regarding the value, purchase, sale or retention of securities. This report is copyright-protected and supplied for the sole use of the recipient. Contact Technology Business Research, Inc. for permission to reproduce.
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