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Mobile BI widely considered a reality

By: capturecode | Jan 18, 2013

When new technologies emerge, though many solutions see immediate popularity and adoption, that is not always the same for businesses. For instance, when tablets hit the market, many consumers swept them up, enraptured with the new features and hardware. However, not all companies had developed websites that can be optimized for the screen’s specific size, nor had a large number of brands created mobile applications that could foster better connectivity on tablets.

Business intelligence of this magnitude is often a slow and steady process, though ultimately, not all new offerings are understood. That is not the case with mobile phones. Smartphones can provide a lucrative way for company administrators to keep track of their patrons, record preferences and buying patterns and condense the information to provide a clearer look at their target market. This sort of data can influence a number of things, from crafting a personalized payment gateway to the development of a focused marketing campaign.

Fully understanding and integrating mobile business intelligence was found to be difficult for many firms. However, according to a number of reports, that is no longer the case. Companies are considering what they should do with the information they garner from fans who access the corporate website and purchasing gateways through mobile phones.

That said, this new industry-wide trend might be the boost needed for other firms to get in the game. If competitors are maximizing the information they receive from customers visiting mobile sites and downloading apps, some companies stand to get lost in the fray if they don’t do the same.

UK firm says the time has come
According to a recent study by United Kingdom company Ovum, companies of all sizes are using business intelligence solutions on smartphones to foster better connections with their clients. The report noted that the devices that yield the most information tend to be Android or iOS powered phones, as many vendors forego adapting apps and other programs for BlackBerry and Windows smartphones.

Insurance Networking, citing a recent study from BI Scorecard, revealed similar results. The report explained that 2012 saw 41 percent of companies seeing at least somewhat of an impact on their operations by using such analytics, with an additional 34 percent of survey respondents saying that the technology played a significant role.

Report author Cindi Howson told the source that the results were startling, because of the rapid increase in adoption after stagnant numbers, which she said were a result of the Great Recession.

Possibilities for the future
Though the Ovum study found that Apple and Android phones tend to be the most popular, to get ahead, companies may want to consider expanding their business intelligence research in the near future.

“To reach a larger audience, they should consider supporting native/hybrid applications for Android and Windows based devices, as both are expected to become increasingly prevalent in the enterprise, especially in emerging markets,” an unidentified Ovum representative told InformationWeek.