Targeting Mid-Market For Business Intelligence

Business Intelligence (BI) has become ubiquitous and realising the same, one of the world"s leading provider of business intelligence (BI) solutions, Business Objects (BO) has detailed a significant expansion of its mid-market business intelligence strategy.

To better address market momentum, the company has launched a new business intelligence product line for mid-size companies and expanded partner opportunities in this area. Such go to market strategies by various vendors is surely a boon for growing companies. Companies can have easier access to affordable business intelligence solutions that will help them improve processes, discover new opportunities, and gain a competitive edge.

Why mid-market?

So what made BO launch a dedicated mid-market product at this juncture? Analysis of the various parameters points to a significant increase in the use of BI software by small and mid-sized companies.

Competitive pressure affects all organisations – be it a small company or a large enterprise. However, with fewer resources than their larger competitors, mid-sized companies have all the more reason to act smarter, faster and make better decisions without the benefit of armies of analysts and consultants at their disposal. This has prompted more and more mid-sized companies to turn to business intelligence to help them gain a competitive edge. According to an IDC report, 24% of the overall market segment belongs to the mid-market organisations.

“Large organisations have reaped significant benefits from business intelligence deployments over the last decade and, as it happens with many technologies, demand for these solutions is growing among companies of all sizes,” says Robert Anderson, research VP for small and midsize businesses at Gartner. “We expect mid-market companies to increase their adoption of BI, as vendors offer more targeted products that are tailored for organisations with fewer IT resources and smaller budgets.”

Solutions offered

Business Objects Crystal Decisions, Standard Edition has already been launched. The professional edition is expected to be launched by the end of quarter, June 30th while the premium edition by the end of the year.

Expanded opportunities in the Mid-Market

In 2007, Business Objects is planning to roll out new initiatives to expand the opportunities for partners in the mid-market and deliver a broader suite of mid-market BI solutions for customers. One of these initiatives includes a multi channel approach such as strategic partnerships with solution partners, system integrators, independent software vendors (ISV) who may blend BO products with their solutions and finally the resellers.

As Sanjay Deshmukh, country manager, India/ SAARC puts it, “India is the land of mid-market and our immediate target is 50 solutions partners to begin with”

To keep pace with the target, Business Objects is working closely with its solution provider partner communities to extend the Business Objects Crystal Decisions product line through additional certified solutions targeted at various vertical industry segments. These solutions will be developed and delivered by the partners, and will help mid-market companies to quickly apply business intelligence to their existing line of business applications or vertical industry needs.

Mid-market professional services will now be driven primarily through the company"s extensive network of proven partners. This will provide a significant expansion in services opportunities and enable them to drive additional revenue.