Mobile Market Research is Transforming Executive Decision-making

By the Editors

Mobile market research and mobile business intelligence is completely changing the way executives make decisions and empower their employees to take action.

If you’re a business executive constantly on the go, you don’t have the luxury of putting off critical business decisions until you get back to the office to access your business intelligence applications. The promise of the mobile device revolution has remained largely unfulfilled when it comes to business intelligence, but the tide is finally beginning to turn.

But don’t take our word for it – predicting where mobile business intelligence (Mobile BI) is going has been the subject of recent reports from IT analyst Ovum and market research companies such as Forrester and Nucleus Research. Here’s where the trend is moving.

Previous roadblocks to robust Mobile BI included device capability and data infrastructure. These are finally being overcome, which means the stage is set for the rapid expansion of Mobile BI offerings. The services have been in high demand for several years now. Vendors are moving rapidly to fill the void, from mid-sized vendors such as MicroStrategy, Information Builders and Yellowfin to such well-known giants as SAP, IBM, Oracle and SAS.

At the moment, it’s the mid-sized firms that are leading the way in terms of innovative connected solutions, but the giants have their eye on market share and have the resources to step in and quickly make a huge impact in 2013. A sound market research strategy will underpin key decisions on what areas of mobile business intelligence companies invest in, as well as serving as an important part of the product suites.

One thing to keep in mind is the variability that exists among vendors in terms of multi-platform support. All the Mobile BI firms cater to the iOS platform, while about 90% of them have offerings for Android devices. However, only about half are supporting Blackberries and only a third are catering to Windows devices. Considering that robust growth is expected in Android and Windows devices, especially in emerging markets, companies that are offering both native and hybrid apps across the full range of platforms will likely get the edge on market share.

What you can expect to see are such robust tools as multiple visual query methods, the ability to leverage GPS signals for geolocation and geospatial analytics, more animated displays, sensor-based queries, greater integration with enterprise mobile ERP applications and of course more sophisticated mobile market research services such as those provided by SSI.

More than 24% of firms are already trying out Mobile BI solutions, and another 37% are looking to begin implementation in the near term. As one Forrester analyst put it, Mobile BI is no longer a “nice to have” proposition. In a world of rapid change, decision analytics need to become mobile, and 2013 will be the year that many companies get on board with the rising tide of Mobile BI. Is your business ready to ride the wave?