I don’t know when, but at some point in the not too distant future, the world of enterprise software and applications will become simpler. We will only have four to six vendors and platforms to choose from, as compared to the hundreds of options we have today. I know many of you will argue with me on this point, but if you consider the speed at which IBM, SAP, Oracle, and Microsoft are acquiring software companies, that’s just inevitable. While this future state may not happen for another 10 years, when it does, IBM will most likely be best positioned (with Oracle a close runner-up) to provide that one-stop shopping for everything from hardware to desktop applications to consulting services (the only big missing piece is ERP, and therefore I am convinced IBM will sooner or later acquire an ERP vendor).
This is precisely my key takeaway from IBM's IOD event in Vegas (#iodgc) — a sheer breadth of IBM software and services offering. Front and center of the announcements made at the IOD was the launch of Cognos 10. Here are my key takeaways from this new major release. As always, there's some good news and some not-so-good news (but then our lives and BI jobs will become too boring, right?)
As I was doing research for our Forrester Wave™: Enterprise Business Intelligence Platforms, Q4 2010, I couldn’t help but remember a dear old friend of mine, who was/is one of the nicest and smartest people, but often a bit naïve and too idealistic. At one point when we were watching the Olympic Games on TV, she shed a tear and asked, “Why can’t they all win?” Unlike the Olympic Games, though, it’s good news all around for all of the vendors covered in our latest evaluation. Here’s it is in a nutshell.
In Forrester's 145-criteria evaluation of enterprise business intelligence (BI) platform vendors, we found that IBM Cognos, SAP BusinessObjects, Oracle, Information Builders, SAS, Microsoft, and MicroStrategy led the pack because of completeness of not just BI, but overall information management functionality. Actuate came out as a Strong Performer on the heels of the Leaders offering equal — or in some cases superior — BI functionality, but it mostly relies on partners for the rest of its information management capabilities. TIBCO Spotfire also came out as a Strong Performer offering top choices for analytics, even surpassing other Strong Performers in the overall information management arena based on its traditional strength in middleware and application integration. Last but not least, QlikTech and Panorama Software moved up from Contenders and into the Strong Performers category based on the continuous improvements in their analytical capabilities.
Our evaluation uncovered a market in which:
IBM Cognos, SAP BusinessObjects, Oracle, and SAS continue to lead the pack.
Information Builders, Microsoft, and MicroStrategy move into the Leaders category.
You might be wondering why this post has nothing to do with Latin American consumers. Well, in addition to my Latin American research, enterprise feedback management (EFM) is a new and exciting coverage area that I will be addressing to help market research (MR) professionals. My goal is to assist you in finding the right tools and processes that will aid you in making sense of all the copious amounts of information that is collected from all parts of your company regarding consumers and synthesize them into coherent, actionable solutions.
What is EFM? Right now it means several things. From the viewpoint of a customer experience (CXP) professional, it is a tool that can be used to assist in developing a systematic approach for incorporating the needs of one’s customers into the design of better customer experiences, or what we call at Forrester voice of the customer (VoC) programs. My colleague Andrew McInnes will be covering EFM, as well, but from the perspective of how CXP professionals can utilize these tools.
For a market research professional, it is also used as a tool, but is not specific to solely collecting customer experience feedback. I see it as an advantage in two main ways.
I get many questions from clients interested in evaluating different in-memory technologies. My first advice is not to mix apples and oranges and clearly understand the differences between in-memory indexes, in-memory OLAP, in-memory ROLAP, in-memory spreadsheets, and other approaches. See more details in my recent blog entry "I forget: what's in-memory?" to understand the differences. Then once you zero in on a particular segment, you can indeed do an apples-to-apples comparison. Let's say we pick the category of in-memory associative indexes, which would include Microsoft PowerPivot, QlikTech, and TIBCO Spotfire. We also sometimes run across Advizor Solutions, but typically in smaller clients (and we do not include them in The Forrester Wave™ process). I recommend a three-step approach to compare these four tools:
First, compare all of the commodity features of the vendors and tools like data integration and portal integration, operational features like administration, security, and others. You can leverage the detailed evaluation behind our slightly outdated 2008 BI Forrester Wave, if you are in a hurry, or you can wait for another month or so and the 2010 update will be published (it's in the last stages of editing at this point). Or if you are a Forrester IT client — not a vendor — client, send me a note and I'll share a draft preview with you.
As mentioned in some earlier posts, in the past quarters, I have been looking into the role that Market Research professionals play (and can play) with regard to information management. I’ve had many enlightening conversations about this topic with both vendors and client-side market researchers.
Technology developments result in more and more information becoming available internally, and at different parts of the organization. Just think about all the data an average company collects or buys — media measurement data, advertising awareness, advertising spend, retail data, sales data, competitive intelligence, Web-tracking data (from listening tools), Web site tracking, marketing data (e.g., Nielsen Claritas), customer satisfaction surveys, brand trackers, and other primary research data, to name just a few. One vendor estimated that the average research department handles around 50 different research sources!
When I spoke with vendors about their relationship with clients, each and every one of them was looking for ways to increase the level of engagement. For one thing, they are working on best-in-class reporting tools to make it easier for clients to process their data and make it visually more interesting — and hopefully easier to use. However, not many vendors think further than their own set of data. When questioned, they mention that their systems don’t allow for third-party data. Yes, it’s possible to link to internal CRM systems, but that’s about as far as things go.
Open source software (OSS) and business intelligence (BI) are two related market segments where Forrester sees continually increasing interest and adoption levels. BI specifically continues to be one of the top priorities on everyone's mind. The main reason? Enterprises that do not squeeze the last ounce of information out of their data stores and applications, and do not focus on getting strategic, tactical, and operational insight into their customers, products, and operations, risk falling behind competition. And when it comes to open source, 2009 could best be described as "the year IT professionals realized that open source runs their business." The reason is simple: Over the past few years, we've seen that developers adopt open source products tactically without the explicit approval of their managers. This has shown up in numerous surveys where the actual adoption of open source ranks higher than what IT managers report. Well no longer: Forrester's Enterprise And SMB Software Survey, North America And Europe, Q4 2009 shows that management has caught on to the fact that developers increasingly use open source to run key parts of their IT infrastructure. And management has grown increasingly comfortable with it. In fact, throughout 2009, most client inquiries Forrester received regarding open source were focused on how to move from tactical adoption to strategic exploitation.
Yet, when you put the 2 and 2 together (OSS and BI), you mostly get a mixed market, where one unfortunately has to compare apples to oranges. Why? Before plunging into a tool evaluation and selection process, ask yourself the following questions, and make sure you are doing a like-to-like comparison:
Just read an excellent article on the subject by Tom Davenport. We at Forrester Research indeed see the same trend, where more advanced enterprises are starting to venture into combining reporting and analytics with decision management. In my point of view, this breaks down into at least two categories:
Automated (machine) vs. non automated (human) decisions, and
Decisions that involve structured (rules and workflows) and unstructured (collaboration) processes
I know, I know, this is what analysts do. But I personally would never want to get involved in doing a BI market size – it’s open game for serious critique. Here are some of the reasons, but the main one is a good old “garbage in garbage out.” I am not aware of any BI market size study that took into account the following questions:
What portion of the DBMS market (DW, DBMS OLAP) do you attribute to BI?
What portion of the BPM market (BAM, process dashboards, etc.) do you attribute to BI?
What portion of the ERP market (with built-in BI apps, such as Lawson, Infor, etc.) do you attribute to BI?
What portion of the portal market (SharePoint is the best example) do you attribute to BI?
What portion of the search market (Endeca, Google Analytics, etc.) do you attribute to BI?
What is the market size of custom developed BI applications?
What is the market size of self built BI apps using Excel, Access, etc?
On the other side, what is the % of licenses sold that are shelfware and should not be counted?
Plus many more unknowns. But, if someone indeed did do such a rough estimate, my bet is that the actual BI market size is probably 3x to 4x larger than any current estimate.
BI projects are never short, and, alas, many of them don't end since a fast-paced business environment often introduces new requirements, enhancements, and updates before you're even done with your first implementation. Therefore, we typically recommend doing sufficient due diligence upfront when selecting a BI services provider — as you may be stuck with them for a long time. We recommend the following key steps in your selection process:
Map BI project requirements to potential providers. Firms should use Forrester's "BI Services Provider Short-Listing Tool" to create a shortlist of potential providers. With the tool you can input details about your geographic scope, technology needs, and the type of third-party support you need (i.e., consulting versus implementation versus hosting/outsourcing). The tool then outputs a list of potential providers that meet the criteria. For each potential fit, the tool also generates a provider profile summary that offers key details around practice size, characteristics, and areas of expertise.