Source: Aberdeen Group | January 2012 | 2012 Strategies: Putting the Intelligence of Mobile BI to Work| by Andrew Borg and David White
In response to these market pressures, respondents identified their top mobile BI strategies. Figure 2 shows the top strategies driving mobile BI adoption for survey respondents in both 2010 and 2011.
Figure 2: Mobile BI Strategic Priorities
Respondents want to use mobile BI to provide timely information to front-line employees. This “democratization” of BI (extending its reach beyond the executive suite to line-of-business (LoB) and operational employees) is another overriding theme that emerges from this study. A single, centralized view of critical data (“one view of the truth”) is the foundation of an integrated analytics strategy, and implies the need for a consolidated data gathering, data normalization, and data storage strategy as well.
Relatively speaking, the 2011 data shows a shift of focus from executive management to front-line workers. Mobile BI is particularly important for customer-facing employees – such as field sales and service teams – who need a comprehensive view of customer-related information to respond more timely and accurately to customer inquiries or requests. In fact, January 2011 research from Aberdeen Group’s Service Management practice (Field Service 2011: Trends in Workforce Management) revealed that 52% of more than 300 executives perceived “investing in mobile tools to provide technicians with better access to information in the field” as a top strategy for their company’s field service management efforts in 2011.
The last two strategies portrayed (in Figure 2) are related to the first two; providing senior management with mobile dashboards is often the first mobile BI implementation considered, and should remain a priority throughout the entire mobile BI solution lifecycle. However, delivering the ability to analyze BI data on a mobile device to non-technical decision makers such as LoB heads and field personnel has increased in priority by over 25% in the past 12 months, another signifier of the critical role mobile BI plays in the ‘democratization” of management information.
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