Mobile reporting 2010 07 information builder

AWhite Paper

by Rado Kotorov, Ph.D.

Mobile Business Intelligence ReportingA Roadmap for Success

Rado Kotorov, technical director of strategic product management forInformation Builders, is responsible for emerging reporting, analytic, andvisualization technologies. He is driving the adoption of RIA, AJAX, search, andother Web 2.0 and mobile technologies to make BI and enterprise analyticsmore accessible, intuitive, and collaborative. Active Reports, Magnify, andPower Painter are just a few of the applications created through his efforts.

Prior to joining Information Builders he was chief financial officer withresponsibilities in IMS and IT at DeBacker Management LLC. He was also BIDirector at CMI Marketing, where he managed the implementation of BI andfinancial reporting solutions, data warehouses, and custom applications.

Mr. Kotorov has developed analytic models and applications for thepharmaceutical, retail, CPG, financial, and automotive industries. He has a Ph.D.in decision and game theory, and economics from Bowling Green StateUniversity and has published on business processes, emerging technologies,CRM, KM, innovation, and entrepreneurship.

Rado Kotorov

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Executive Overview

Mobile Reporting – The Time Is Now

Multifunctional Mobile Devices

Consistent User Experience

Improvements in Productivity

No Barriers to Acceptance

Standard Development Technologies

Rapid End-User Adoption

The Right Technology

Thick-Client Deployments

Thin-Client Deployments

Secure, Accessible Content

Segments Promote Personalization

User Segments for Tailored Mobile BI

Customize Content

Design Considerations

Mobile Analytics

BI on the Fly

Dashboards for Everyone

Conclusion

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Table of Contents

How organizations deliver and disseminate information is on the cusp of a new era. Severaltechnological, sociological, and economic factors have converged to create a viral environmentprimed for the rapid adoption of mobile computing. Among them are:

� Widespread adoption of multifunctional mobile devices, known as smartphones

� Interchangeable browser interfaces on mobile devices and laptop computers

� Improvements in productivity as workers make better use of their time

The analyst community – recognizing these factors – believes that all applications should now bemobile-enabled by default.1 On the forefront of this trend are mobile business intelligence (BI)solutions. Yet, like any emerging technology, delivering on the promise of mobile BI poses risks,such as:

� Which technology will best suit an organization’s needs?

� Will the new technologies complement existing investments or render them obsolete?

� Will users flock to the new solution or flee from it?

� What is the total cost of ownership (TCO)?

Answering these questions requires a complete view of the technological landscape and anunderstanding of mobile BI users. This paper helps by identifying key issues, highlightingparamount considerations, and mapping the necessary steps to successfully implementing amobile BI reporting solution.

1 Information Builders

Executive Overview

1 Gartner Symposium. October 2007.

2 Mobile Business Intelligence Reporting

The stars have aligned for mobile reporting. Technological, sociological, and economic factors haveall come together to support the next phase of information delivery and dissemination.

Multifunctional Mobile DevicesOn the technological front, mobile phones have evolved way beyond merely enabling voicecommunications. People now use their mobile phones to send and receive e-mail, take pictures,listen to music, watch movies, play games, and – most significantly for the topic of mobilereporting – connect to the Internet.

As handheld devices become more powerful the list of supported applications increases. Assuranceof this trend’s staying power is demonstrated in the fact that voice-only phones are disappearingfrom the market. A recent run down of the new cell phones being introduced by leading vendors –including Nokia, Motorola, HP, and LG – shows that basic units with only voice-calling capabilitiesare virtually nonexistent.2

Consistent User ExperienceFrom a sociological perspective, users are becoming more comfortable with their phone’sergonomics and multitude of features, and are using them as full-functioning mobile computers.Phones and laptops are becoming interchangeable. Initial evidence of this convergence is the largevolume of e-mails sent from BlackBerrys and other mobile Windows-enabled smartphones, as wellas the proliferation of CRM mobile applications. Also, phones have an advantage over laptopsbecause they can be carried anywhere and used anytime – 24 hours a day, seven days a week. Theydon’t require mobile hot spots or other Internet connections and with Bluetooth they can be easilyconnected to printers and other peripherals making almost the entire office portable.

Figure 1: Mobile devices are way more then just phones – rapidly replacing laptops as tools for userson the go.

Mobile browsers now provide the same functionality of desktopWeb browsers so users get aconsistent experience regardless of device. More people are searching the Web, reading news,watching streamed TV, accessing Web applications, and making transactions on their phone. As

Mobile Reporting – The Time Is Now

2 Info-Tech Research Group. “Corporate Mobile Phones Purchasing Survey.” August 2006.

Information Builders3

this trend continues business is driven to evolve. Google, for example, recognized the increaseduse of mobile devices as a medium for Web browsing and made its search tool and productivityapplications (Google Apps) available on mobile phones, setting the benchmark for usability.

Smartphones are also forcing a shift in the paradigm of how information technology (IT) groupswork. There are currently 1.5 billion phones in use around the world. By 2011 half of the world’spopulation will have mobile phones – 50 percent of which will be smartphones.3 This changeclearly indicates that enterprises have to embrace smartphones as a primary form ofcommunication. IT groups – for the first time in their history – have to adapt to consumerrequirements instead of dictating their own agenda. If consumers can now access their Gmail onphones, why not access corporate apps too?

Improvements in ProductivityEconomic gains from enabling mobile reporting are irrefutable. Currently one out of seven e-mailusers is also a mobile e-mail user, having a BlackBerry or another smartphone.4 Early adopters,mainly executives, have seen measurable increases in productivity by being able to:

� Work during times otherwise wasted, such as while waiting at airports and before meetings

� Respond immediately to urgent messages

� Be available to and connected with other key decision-makers 24/7

Gains in productivity outweigh the expense of mobile devices and applications – an estimatedfixed cost of $2,500 per mobile user. A low-cost mobile BI solution that does not require additionalinfrastructural investments such as WebFOCUS Mobile Favorites from Information Builders drives upthe per-user return on investment (ROI). Furthermore, as mobile computing spreads through theranks to all employees, the ROI increases exponentially.

Figure 2: For an increasingly mobile workforce, the value of instant access to information outweighsother inconveniences such as screen and keyboard size.

3 Jones, Nick. “The Mobile Scenario.”Gartner Symposium. October 2007.4 Wipro. “Mobile Device Platforms: TCO Comparison of Enterprise Mobile Solutions.”May 2007.5 Jones, Nick. “The Mobile Scenario.”Gartner Symposium. October 2007.

The paradox of mobile computing is that business – motivated by the desire to increase productivity –historically encouraged the adoption of new technologies. In the case of moving applications tomobile phones, information consumers are driving the trend. Users are already accustomed to veryadvanced phones, whichmeans that a technology adoption barrier tomobile BI is practically nonexistent.

According to Gartner analysts Steve Kleynhans, “Most IT organizations are ill prepared to deal withthis new environment in which users drive technology.”6 IT groups are often (and in many casesjustifiably) leery of new technologies. Knowing the difficulties inherent in implementing unprovensolutions, many would prefer to wait for other companies to provide successful case studies withclear user benefits. Yet, waiting until this technology becomes mainstream means missing out onyears of productivity gains.

WebFOCUS Mobile Favorites allow you to leverage existing report design and distribution tech-nologies to jumpstart a mobile BI initiative. Using this approach, many organizations are surprisedto discover that implementing mobile BI may be easier than expected. With Mobile Favorites, forexample, you can rapidly create a pilot program simply by setting existing reports to be deliveredas mobile reports.

Standard Development TechnologiesReuse of existing report-design and development techniques – with no additional learningrequired – is the easiest way for developers to accommodate mobile BI initiatives. Mobile Favorites,for example, uses WebFOCUS Developer Studio for report development, the Business IntelligenceDashboard for management, display, and security of mobile content, andWebFOCUS ReportCasterfor distribution of reports via e-mail. WebFOCUS shops already have these tools in place as part oftheir existing BI strategy. Thus BI reporting is easy to migrate to mobile devices.

Rapid End-User AdoptionEarly implementation of a new technology often fails because the novelty of the solution intimidatesusers. Yet, if users are already familiar with both the device and the report format this is not a concern.

Also, early adopters of mobile technologies have become role models. The first mobile devices –most notably BlackBerrys – were given to decision-makers in important managerial roles and havebecome highly coveted, status-bolstering tools. Leveraging this perception guarantees an almostinstant acceptance of mobile reporting.

For an increasingly mobile workforce, the value of instant access to information outweighs otherinconveniences such as screen and keyboard size. Decision-makers know this and are inclined tomaximize use of the device and application. The frequency of business travel among executivesand other front-end users, for example, makes them appreciative of access to information andmore tolerant of device shortcomings. Mobile reporting is in users’ self-interest and they are willingto make trade offs to get the information they need, when they need it.

No Barriers to Acceptance

Mobile Business Intelligence Reporting4

6 Kleynhans, Steve. “Client Computing Scenario: Creating an Environment for Tomorrow’s Business Realities.” GartnerSymposium. October 2007.

As with non-mobile applications, there are currently two predominant architectures that supportmobile BI deployments: the thin-client and thick-client approaches. To determine which betteraligns with strategic and tactical goals, consider the following overviews.

Thick-Client DeploymentsThis approach requires IT to install software on each mobile device and maintain separate serversto manage the interactions with the device and/or the conversion of content. (See Figure 3.) Thediversity of operating systems (OS) – all of which require unique client-side software – makes thisapproach difficult to maintain.

Figure 3: An architectural overview of thick- and thin-client deployments.

The benefit of this approach – used by Cognos and Business Objects – is that it gives IT controlover the content display,7 and is good for organizations that have standardized on a relatively smallnumber of mobile devices. But be forewarned, standardization mitigates some content-displayproblems but doesn’t eliminate them. Newer devices generally have different operating systems.

Standardization is also difficult to achieve in far-flung global or national enterprises because everyregion has different service providers.

The Right Technology


7 Control over the display was needed for first generation mobile browsers since they were rudimentary. Today’sbrowsers are much more advanced.

MobileServer

Mobile ApplicationServer

ReportingServer

MobileServer

ReportServer

Database DatabaseApplication

Thin-Client DeploymentsThin-client – also known as pure browser-based – architectures rely entirely onWeb technologiesto deliver mobile applications. No additional technology investment is required and there is no riskof client-side software becoming obsolete. With a lower TCO, specific benefits include:

� No additional servers needed

� No client-side software upgrade costs

One solution, WebFOCUS Mobile Favorites (see Figure 4), also offers the benefit of being deviceagnostic – any device with Web access can be used.

Figure 4: From anyWeb-enabled device users can access their Mobile Favorites folder and easilynavigate to BI content.

Remember though, all content cannot be delivered to all browsers. But differences are diminishingrapidly. There is a race to deliver the greatest improvements in browser capabilities reminiscent ofthe Internet Explorer/Netscape war in the mid-90s. As consumers change phones and serviceproviders they want a consistent user experience. With the release of the iPhone, Apple, Inc. – withits proven record in identifying lasting consumer trends – has upped the ante by leveraging a Web-based browser to deliver all applications.

For organizations averse to undue technology risks, conscious of costs, and sensitive to users’preferences, a pure browser-based approach is more appropriate than a thick-client approach. Usedby Information Builders and consistent with the company’s overall strategy to deliver thin-clientapplications and development tools – it offers the most extensible solution. Phones and mobilebrowsers will continue to evolve. With a thin-client approach in place, organizations will be able todeliver more and more applications and content without having to change their underlyinginfrastructure. Proven to be low cost and extremely scalable, this approach makes content reusableacross all computers and devices. A significant benefit when you consider the trend of movingaway from one-use devices.


Providing mobile access to enterprise applications on small, sometimes personal, devices posessecurity challenges. IT can enhance security by controlling user options, standardizing on particulardevices, and locking applications and mobile phones. But this approach severely limits userindependence and increases management costs.

Security should not become a deterrent for enabling BI applications on mobile devices. A keyfactor in the success of a mobile BI initiative is user adoption. If an application is too cumbersomeor time-consuming to access, users will find other ways to get the information they need. Usuallythis means waiting until they are back in the office, which hurts productivity, or contacting someonewho can get the information they need. Mobile BI application security should not make it moredifficult for users to access reports than it would be to access information in e-mails received onthe mobile device.

Standard authentication methods achieve this level of security. From an architectural perspective,this means placing mobile BI applications behind the firewall. Analogous to current Web-securitymodels, some devices automatically put the user behind the firewall while others requireconnections via a virtual protocol network (VPN). In both cases it is important to provide an easylogin process.

Information Builders’ solution, for example, sends users an e-mail when content is in their My MobileFavorites folder. From a link in the e-mail, users launch the mobile login page to authenticatethemselves. (See Figure 4.) The authentication is stored on the device to identify returning usersthereby providing the same ease of use delivered in Web browsers. Users can now bookmark theirMobile Favorites launch page to easily access it. On the back end, standard administrativecapabilities are in place to manage the authentication frequency and comply with security policies.When the Web cookie expires, users are prompted to re-authenticate their credentials.

Figure 5: E-mails alert users of BI content and provide a link to a login page.

Secure, Accessible Content


Sometimes more security is required. Since data can be stored on a device, if the device is stolenthe information can be compromised. Client-based mobile reporting accommodates this byrequiring users to log in each time they access the application. However, since the data is stored onthe device, if the authentication is broken the data can be fully accessed. Web-based applications,on the other hand, do a better job at minimizing this risk. An administrator can change or denyaccess to an application immediately upon notification that the device is missing. Since the data isnot stored on the device it cannot be compromised.

If there is a special requirement to store the data on the device, as will be the case with e-mailattachments, Information Builders’ solutions offer an additional layer of security through encryptedActive Reports. The user will be required to enter their credentials and, once authenticated, thedata will be decrypted within the browser. The browser-based decryption prevents unauthorizedaccess if the report is accidentally forwarded or the device is stolen.

Figure 6: Information Builders’ solutions offer an additional layer of security through encryptedActive Reports.


Segmentation – breaking content into subsets relevant to different user groups – is absolutelynecessary for early adoption of emerging services and products. Most organizations have diversegroups of users, multiple BI applications, and a multitude of BI content, including static reports,interactive charts and graphs, and ad hoc capabilities. Getting the right information to the rightusers is critical to bolstering user adoption. To do this, organizations must identify their usersegments and quickly enable the solution.

User Segments for Tailored Mobile BIThe first step in providing end users with information personalized to their needs is to break usersinto segments based on their attitude toward and acceptance of mobile devices. Then the BIreports and applications can be tailored to each segment. The type of personalized content eachsegment wants can then be outlined based on familiarity and comfort using the devices (segment)and how they access and interact with the content (BI skill).

Four main segments are:

� Nay-sayers, who will deny the benefits of mobile BI and resist its implementation – the screenwill be too small, the keyboard ergonomically inconvenient, and the whole application too slow;their use of the mobile device is limited to e-mail and voice communication. Nay-sayers are mostlikely to use BI content provided to them via e-mail text messages; WebFOCUS alert capabilitiesand inline reporting, which puts data within a sentence in an e-mail, will meet their needs.

� Minimalists, who will use information delivered to mobile devices either as an attachment or asa Web page but are not likely to navigate complex reports or interact with the data; Minimalistswant static reports that fit within their device’s screen and require minimal navigation; MobileFavorites gives access to this information and provides triggers to get reports via e-mail, whichare consumable even when the device is not in wireless mode.

� Personalizers, who want control over content and will choose which reports are delivered andin what formats; to capture their interest, provide easy-to-use management capabilities.Personalizers can control content from mobile-enabled business intelligence dashboards; here,they also select preferred formats, including Excel and PDF (if their device supports it)

� Enthusiasts, who are likely to be both technically and analytically savvy will engage with BIcontent as well as consume and manage it. Enthusiasts want the full power of BI on their mobiledevice; with Developer Studio it is possible to offer parameterized reports, analytic reports,analytic dashboards, interactive charts and graphs, and multiple navigation tabs

Customize ContentInformation Builders has taken a consumer-oriented approach to content management – give theadvanced user full control over it but also allow administrators to manage it for the less savvysegments. Our solution provides new functionality to support mobile BI and gives users freedom tomanage content while leveraging their existing knowledge. By extending our standard dashboardenvironment users manage their mobile BI content through the My Mobile Favorites folder.

Segments Promote Personalization


This feature works in the same way that the My Favorites folder works (which works as any Favoritesfolder in any browser ) and allows users to customize what they see on their mobile device. Sincethere is no difference between My Favorites and My Mobile Favorites in how reports are added orthe types of reports available no additional training is required.

Any report can be placed in to the My Mobile Favorites folder. While some reports cannot berendered on every mobile device, placing restrictions on what users can do may prevent themfrom using supported reports. This approach allows users to grow their mobile folders as theyupdate and upgrade their devices, browsers, and applications.

While the full freedom is most beneficial to mobile enthusiasts, for Minimalists who may notcustomize their My Mobile Favorites folders, content can be administratively managed on theirbehalf. In a mixed push/pull approach an administrator pushes content to the folders but the userretrieves it. This helps transition shy mobile users to the new technology and makes them moreactive and self-sufficient.

Figure 7: From the Mobile Favorites launch page, users can run any report that is placed in theirdashboard’s Mobile Favorites folder.


Report design, always important, is even more significant for mobile devices. Small displays andkeyboards place significant constraints on the user’s ability to manipulate content. This shortfall canbe compensated for with better design, which is what has made the iPhone so successful.

Information Builders leverages all existing WebFOCUS development tools to deliver content tomobile devices. While there are design considerations specific to the mobile devices, there are nonew development methodologies, templates, or tools to learn. WebFOCUS developers can designand deliver mobile applications without any additional training.

The following consideration will help counter the small-form factor:

� Use Post-it Notes as a template – if the report fits on a Post-it, it will fit on any device (seeFigure 8); single-screen reports eliminate navigation

� Long is better than wide – vertical scrolling is easier for the end user since context is lost inhorizontal scrolling; for example if columns on the left contain categories and columns on theright contain numbers, users will not be able to tell what the numbers refer to as the categoriesmove off the screen (this consideration is less important for browsers with an advanced zoomfunction, such as Safari or Opera)

� If you are delivering wider reports to browsers with zooming capabilities, color-code distinctinformation areas

� Drill-downs are better than surfing – present the information in small chunks instead of on largepages that don’t display on a small screen

� Parameterize reports to deliver only the information that is needed – selecting a few parametersis easier than navigating a large report

� Scorecard charts are loaded with information – packing a lot of information in a small space anddisplaying beautifully color-coded symbols, they can present multiple variables on the samechart and tell a full story that otherwise would require three or four charts (see Figure 9)

Figure 8: Small, concise reports fit best onmobile devices.

Design Considerations


Figure 9: Scorecard reports are ideal since theypack a lot of information into a small space.

Making static reports, alerts, and other business indicators available on a mobile device is a giant stepforward in productivity, but decisions are rarely made based on this information alone. To realize thefull potential of a mobile business intelligence solution, users need to be able to perform analytics.

BI on the FlyTrue analytics – the foundation of sound decision-making – takes place when users are able toexplore BI content to identify trends, uncover anomalies, and discover hidden truths. Actionablereports, which include data and interactive capabilities bound together in a single file, enable thistype of analysis.

Information Builders enables portable analytics with WebFOCUS Active Reports (see Figure 8). Thissolution delivers reports to mobile devices with supporting data and relevant content in a single,self-contained HTML file that can be manipulated into diverse permutations. Users can performanalysis and forward their findings without any network or device constraints. This paradigmimproves efficiency, facilitates collaborative decision-making, and positively impacts the entireenterprise by:

� Minimizing the number of report requests sent to IT – users have the ability to access andmanipulate the underlying data on their own

� Reducing network traffic – data can be transformed again and again, without repeatedconnections and reports can be manipulated while in disconnected mode

� Simplifying distribution – sophisticated reports can be packaged and sent to anyone, includingpeople outside the firewall

� Expanding analysis – the easy to use interface encourages analysis by individuals not highlyskilled with spreadsheets

Dashboards for EveryoneThe sheer volume of information available, however, means users risk information overload.Dashboards have emerged as a concise way to visualize information. Instead of analyzing multiplereports and the relationships between them, a dashboard offers an analytical perspective. Allrelationships and associated measures are presented in a single, prepackaged view.

The key obstacle to mass use of mobile dashboards is the small screen on the device as well asthe requirement to be connected to the dashboard infrastructure. Two trends are changing this:Better, larger screens with higher resolution are becoming popular, as on the iPhone, HP hybriddevices, and Nokia business phones. And, better browsers with advanced zoom functions, touchscreen navigation, and interaction enhancers – such as zoom drop boxes for easier selection –display content in a useful way similar to dashboard displays.

Mobile Business Intelligence Reporting

Mobile Analytics

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Figure 10: The iPhone’s large screen makes viewing dashboard content easier.

Active Dashboards can be distributed to anyone – on any device – either via e-mail, via the MyMobile Favorites launch page or by posting them on the Web, and users can interact with themonline or offline. This robust and scale free distribution model benefits the entire enterprise by:

� Improving user experience and enhancing decision-making – intuitive and easy to use reportsare consolidated into a single interactive view and displayed in the format of their choice

� Guaranteeing a single version of the truth – updated versions of the dashboard are distributedon a scheduled basis

� Scaling to unlimited numbers of users – interactions are self-contained so a virtually unlimitednumber of concurrent users can analyze information in the portal environment, both inside andoutside the firewall


Mobile Business Intelligence Reporting

Conclusion

How an organization approaches mobile BI will inevitably impact the health of the entireenterprise. With more and more employees traveling and working remotely they are driving thetrend and changing the face of business communications.

Information Builders offers a unique, extensible solution that is:

� Compliant with emerging mobile technology trends

� Low cost since additional hardware is not required

� Customizable to meet the BI reporting needs of all users

� Easy to deploy by leveraging existing development and deployment skills

� Robust enough to continue to meet mobile reporting needs even as devices and browsersbecome more advanced

Organizations that meet the demand for mobile BI will benefit from maximized productivity byenabling users to get the information they need wherever they are, both while connected toenterprise resources and when wireless connections are unavailable. Organizations will alsoexperience an increased return on investments in mobile devices and BI applications.

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Mobile reporting 2010 07 information builder