Mobile Trends Need BI to Succeed

Embedded BI on mobile deviceRandstad Technologies identified the top five mobility trends that businesses will implement, but a closer examination shows all five trends directly relate to business intelligence.

Business Intelligence through Mobile Channels made it on Randstad’s list of trends. Few would argue that the trend is to deliver real-time information to any device and screen size when a user needs it. If Randstad has the bead on the pulse of this trend, then we also should expect more social features to “invade” traditional business intelligence software. The staffing organization predict the collaboration will be within the BI application, and not spent writing email or attending meetings.

While that clearly states it’s about the data and how you use it – or, Business Intelligence and Analytics – the other four trends involve BI as well.

To get that ultra-personalization in mobile marketing, companies will need the Business Intelligence so that they can capture a user’s context and kept engaged. Consider this: The Open Mobile Consortium formed in 2009 to help organizations working towards social good to better collaborate and share mobile phone-based technologies. The organization said that mobile technology can easily provide data on food prices to farmers, patient information to remote medical clinics, and help track supplies and logistics. That’s collecting data, and using it is business intelligence. This is what Randstad says is a trend for businesses now.

GPS tracking inside the retail store will become more common and sophisticated to the point that retailers will be able to help customers with information to decide what to buy. And Randstad says this will help retailers prioritize what items get priority. Retailers will know on what shelves these products should be stocked by figuring out what aisles the most customers walk down. That takes business intelligence, with someone looking at reports on where customers are walking and what products are leaving the shelves – and what products are being ignored.

Organizations enhance customer interactions through mobile apps in the moment, responding about a product, experience or request. In Spain, a wireless phone service and an insurance company have teamed to cut insurance premiums by allowing young people to pay based on how they drive. A blogger from McCann Truth Central wrote that a mobile device relays data to a service center, with assessments based on speeding, braking and night driving. Drive within the speed limit, be light of foot on the brake and stick to daylight hours and your insurance costs will be lower. Data is being collected and analyzed, with Business Intelligence a part of this ultra-personalization as well.

Randstad expects shifts in processes, development and platforms to collaborate in creating special apps for special moments, such as major sporting events, holidays and travel. Retailers already push not only mobile shopping apps, but they also create special apps for Black Friday, holiday shopping and for other special events. Based on what consumers buy or even view, those apps use that collected data to push related products or items that other customers have bought who have similar interests.  This is yet another use of business intelligence.

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