BI Market Consolidation Compared to ERP Market Consolidation

The frantic first week of June that marked an outright internecine war in the ERP space, seems to have been somewhat repeated in the second half of July, but this time in the business intelligence (BI) market. While one could find some elements of similarity (e.g., market share bolstering and cross-selling opportunities) with the ongoing raging consolidation in the overall enterprise applications market (particularly in the mature ERP segment), the onset of consolidations in the BI market still has much more to it than meets the eye.

One group of reasons would lie in different current evolutionary states between ERP and BI markets (i.e., the mature and highly penetrated first vs. the still fragmented and far from being saturated latter), while the others would come from peculiar factors, such as Microsoft's intended foray into the reporting sector of the broader BI market with its recent unveiling of SQL Server Reporting Services, slated for a foreseeable future and forcing those directly affected (particularly its still quite involved partner Crystal Decisions) to make defensive moves. Hence, Crystal, with already interesting genesis (see Seagate Software 'Crystallizes' Its New Name: Crystal Decisions) and particularly successful recent past, had recently announced its IPO intentions for ~$172 million, and it was also logical to expect acquisition suitors to start knocking on the door.

In any case, while ERP and analytics have been inseparable ever since the idea of business automation via the IT a way back in the 1960s, they have had different user experiences, evolutionary paths, and so on. Namely, although ERP systems have positively transformed many enterprises' business processes, many users have still been left feeling as oversold to, due to the overwhelming notion that these systems inhibit access to the vital information jailed' in them. Often indeed, in most traditional ERP systems a number of financial activities are grouped together to form artificially created processes, which bear not much resemblance to the actual business activities, i.e., ERP systems' focus had often appeared to only be getting the correct figures into the general ledger and create a transactional glut.

Contrary to it, the BI applications have not experienced the "boom-and-bust" cycle of the adjacent application areas, and their need has been neither over- nor under-hyped. Business intelligence provides an environment in which business users receive information that is reliable, consistent, understandable and easily manipulated (i.e., flexible). Therefore, C-level executives and middle management have always had a need to understand their business' performance regardless of good or bad economic times while the output from BI might change, the need is always there. Particularly the recent massive demise of dot-com's, the depressed economic times, and the stringent Sarbanes-Oxley reporting regulatory requirements following up the high-profile corporate fraud scandals (e.g., Enron and WorldCom) have additionally increased executives' focus on understanding and managing corporate performance. Given that the BI tools have neither been terribly complex nor expensive to deploy, but have still been helpful in facilitating decision-making process, they have lately become considered necessary rather than only a luxury. Also, decisions are nowadays increasingly made at ever lower levels in organizations.

Analysis of the Marketing Automation Market

The marketing automation market has been fragmented since its advent, and one could discern three major sub-categories of solutions:

1) marketing operations,

2) marketing analytics, and

3) campaign management solutions. Marketing operations software aims at managing and tracking the costs, resources and goals of multiple marketing programs, and campaigns across multiple lines of business (LOBs). Marketing analytics solutions, as the name suggests, were designed to capture customer data from various channels and data sources, and to analyze (i.e., "slice and dice") that data in different angles for customer segmentation, profiling and personalization purposes. Finally, campaign management software attempts to design, schedule, execute,and measure the effectiveness of multichannel (including direct mail, telemarketing, customer service centers, computer-telephony-interaction (CTI), the web pages, e-mail, etc.) marketing campaigns that leverage the input from marketing analytics.

The other way to segment these applications would be to discern whether they are designed to primarily improve the use of marketing resources or to improve the value proposition to customers, or both. The focus of the first is on designing and creating a marketing strategy, determining the best allocation of marketing budgets, managing marketing staff skills, and effectively tracking and supporting marketing processes. On the other hand, the latter applications define and communicate the value proposition of the organization to the customer, ensuring the profitable creation, development and maintenance of the customer relationship. All three previously identified categories of applications would contribute to both purposes, particularly marketing analytics, although marketing operations will seemingly be more associated with the use of marketing resources, and campaign management would conversely be aligned with customer relationship optimization.

However, despite cited benefits of the applications, many marketing automation specialists have, for various reasons, been a far cry from success or, at least, not had an easy time. Most of pure-play providers have been either acquired or gone bust during the past few years including Xchange, Prime Response, BroadBase, Protagona, and MarketFirst, and those that remain independent (such as Aprimo, SAS, NCR Teradata, Blue Martini Software, DoubleClick, and Unica) are apparently creating broader marketing suites to cover all the above-mentioned bases.

One reason for this is the ability of large packaged ERP or CRM suite providers to slow or even stall enterprise applications buying decisions even well before their serious market entry. As a result, the niche vendors have to battle to maintain their market dominance despite strong solutions. Meanwhile the large vendors are still developing astute solutions and market credibility, and attempting to sell these based primarily on the integration of their limited functionality with the rest of their suites and a promise of deeper and complete functionality some time in the future. This category would include the likes Siebel Systems, Chordiant Software, Pivotal, E.piphany, Kana, Onyx, Amdocs, PeopleSoft, SAP, and Oracle.