From Insight to Action: The Impact of the Mobile

Intelligence Revolution in Business

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Patent InformationThis product is patented. One or more of the following patents may apply to the product sold herein: U.S. Patent Nos. 6,154,766, 6,173,310, 6,260,050, 6,263,051, 6,269,393, 6,279,033, 6,567,796, 6,587,547, 6,606,596, 6,658,093, 6,658,432, 6,662,195, 6,671,715, 6,691,100, 6,694,316, 6,697,808, 6,704,723, 6,741,980, 6,765,997, 6,768,788, 6,772,137, 6,788,768, 6,798,867, 6,801,910, 6,820,073, 6,829,334, 6,836,537, 6,850,603, 6,859,798, 6,873,693, 6,885,734, 6,940,953, 6,964,012, 6,977,992, 6,996,568, 6,996,569, 7,003,512, 7,010,518, 7,016,480, 7,020,251, 7,039,165, 7,082,422, 7,113,993, 7,127,403, 7,174,349, 7,181,417, 7,194,457, 7,197,461, 7,228,303, 7,260,577, 7,266,181, 7,272,212, 7,302,639, 7,324,942, 7,330,847, 7,340,040, 7,356,758, 7,356,840, 7,415,438, 7,428,302, 7,430,562, 7,440,898, 7,486,780, 7,509,671, 7,516,181, 7,559,048, 7,574,376, 7,617,201, 7,725,811, 7,801,967, 7,836,178, 7,861,161, 7,861,253, 7,881,443, 7,925,616 and 7,945,584. Other patent applications are pending..

I. Executive Summary ................................................................................................................................. 2

II. Mobile Computing, the Fifth Wave of Information Technology, Will Dwarf All Previous Waves............ 3

III. Mobile Intelligence Changes the Paradigm for Both Consumers and Organizations ........................ 6

IV. What You Should Expect from Mobile App Technology .................................................................... 10

V. MicroStrategy’s Platform is Specifically Designed to Meet All Your Mobile App Needs .................. 15

VI. It is Critical to Pursue a Mobile Intelligence Strategy as the Window of

Opportunity is Rapidly Closing ............................................................................................................. 21

VII. Appendix: Industry Specific Transactional Mobile App Examples ..................................................... 22

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I. Executive Summary

Computing has entered its fifth generation with desktop Internet applications giving way to a new generation of

mobile applications. Broad access to cellular and wireless networks from smartphones, tablets, and other mobile

devices has changed the way people communicate and consume information, creating an exponential rise in the

acceptance, adoption, and usage of data. This fifth wave of information technology, mobile computing, is predicted

to have a far greater impact and adoption than any of the previous cycles: mainframes, mini computing, personal

computing, and desktop computing.

Individuals are now ‘wrapped’ in software. Objects once held in our pockets, such as bills, tickets, and newspapers,

now reside on our smartphones, tablets, and within mobile apps. This wrapping of individuals is transforming

entire industries, as the convergence of business information and analytics with mobile technology empowers more

and more people to take action and make decisions at any time. Mobile apps provide a perfect delivery system for

business information. A perfect storm of powerful mobile devices, fast networks, touch-based interfaces, and focus

on useable app design now deliver a method of sharing this data with the masses. Rather than relying on other

people to generate paper-based reports, executives, field employees, and sales employees would rather access the

information themselves on tablets and smartphones.

Mobile Intelligence fundamentally changes the dynamic between corporations and consumers. As consumers are

empowered by a mobile marketplace, corporations must keep pace by establishing a mobile strategy and pursuing

marketing and advertising campaigns focused on mobility and social networking. The combination of social

networking and mobile apps has the power to produce the ultimate customer relationship management system

for organizations. Mobile apps are the world’s new “information channels” and will far eclipse television channels

in number and impact. As such, they provide an immense opportunity to share your brand and messaging with

a global audience and grow the customer base exponentially. The most successful companies will be those who

become their own powerful networks that leverage mobile apps to engage consumers and customers and grow

their brands.

It is critical for every organization to embrace Mobile Intelligence. Mobile Intelligence has the power to help keep

traditional brick and mortar establishments relevant and successful in the new mobile-focused business landscape.

Organizations must keep executives, the field, and other key personnel up-to-date with the latest information, and

also enable them to make decisions at a moment’s notice from a mobile device.

A new breed of mobile apps combines three core capabilities:

• Business intelligence: This capability includes grid and graph reports, dashboards, and data visualizations

accessible from a mobile device.

•Transactions: Transaction capabilties enable executives and others to instantly traverse from business insight,

directly to business action by entering data, approving requests, adjusting forecasts, adding comments,

uploading photos, scanning product SKUs, and much more, without ever needing to return to a desk.

•Multimedia: Mobile apps are enhanced with multimedia – PDFs, videos, portals, libraries, and the Internet –

all of which enrich the relevance and scope of the app.

In the coming years, companies will need to deploy hundreds of apps, which will consist of many combinations of

these three core capabilities. The enterprise-grade MicroStrategy platform is built for all of your mobile app needs,

delivering high performance at the highest levels of data and user scale. MicroStrategy ensures ease of mobile app

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development, maintenance, and deployment unmatched by other vendors. As a result, relying on MicroStrategy

for your Mobile Intelligence needs incurs the least amount of resources and costs in the short- and long-term. In

addition, MicroStrategy Mobile ensures comprehensive data and mobile app security, by leveraging MicroStrategy's

robust security architecture that offers strong data protection for all other MicroStrategy products.

As the pace of mobile device adaptation quickens, it becomes that much more imperative to get started today. The

Mobile Intelligence revolution is here and it has changed everything. It is an overwhelming opportunity like no other

in the past decade – one that deserves the full attention of your organization.

II. Mobile Computing, the Fifth Wave of Information Technology, Will Dwarf All Previous Waves

The explosion of the mobile market is impossible to ignore. Mobile devices like the Apple iPhone® and iPad™, and

Google’s Android devices are being adopted faster and in larger numbers than any non-gaming technology device

in history. By 2020, industry analysts estimate that there will be 10 billion mobile users worldwide – ten times the

number of people currently using personal computers to access the Internet.1

Mobile computing is revolutionizing how, when, and where information is consumed and decisions are made.

Mobile delivers instant insight from anywhere, at any time – a reality that has significant ramifications on the global

economic landscape.

Mobile Computing is the fifth Major Technology Cycle of the Last Half Century

Mobile business information access will likely eclipse desktop information access in the near future, leading to a

new era of Mobile Intelligence. The convergence of business information and analytics with mobile technology

is empowering business people and consumers in a way that was never possible until now. Mobile Intelligence

delivered through smartphones, tablets, and other mobile devices has the potential to revolutionize business

processes across every industry.

Since the 1960s, there have been four major cycles of computing:

1. Mainframe computing

2. Mini computing

3. Personal computing

4. Desktop computing

Mobile computing, the fifth technology cycle, is predicted to have a far greater impact and adoption than all of the

previous cycles put together.

1. “The Mobile Internet Report,” Morgan Stanley, Dec. 15, 2009

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The Mobile Internet is the 5th major technology cycle of the last half century.

Today’s mobile computing is best epitomized by tablets, such as the Apple iPad™, as well as on smartphones,

including the Apple iPhone®, Google Nexus One, and RIM BlackBerry. Both tablets and smartphones are exploding

in popularity and technical capabilities. The adoption rate of smartphones is far outpacing previously observed

adoption rates of Internet or desktop-based technologies. The reasons are simple: these mobile devices provide

constant connectivity and are convenient to carry, extremely powerful, relatively inexpensive, and easy and fun to

use. Unique capabilities aside, the number of people that can carry a tablet or smartphone is significantly greater

than the number of people that take a laptop with them when away from the office.

The Mobile Internet has outpaced other forms of computing, as mobile devices are mini-computers that are constantly

integrating a number of services.

Static at-your-desk computing using a mouse and a keyboard is quickly becoming outdated. Almost everything

about today’s computers, for the majority of daily tasks, is obsolete. The future is mobile computing on light-

weight, connected devices that use a Natural User Interface (NUI) and deliver information and applications in the

palm of your hand.

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Mobile Intelligence is 400 Times More Powerful than Desktop Internet Intelligence

The revolutionary impact of Mobile Intelligence is evidenced by three major drivers.

1. Mobile Intelligence Expands the User Population by a Factor of 10

Mobile devices will significantly surpass the impact and number of desktop Internet devices. The range and

number of mobile devices is showing explosive growth and the boundaries between these devices is blurring.

Mobile computing devices now range from smartphones and NUI-infused tablets to spatial game controllers

and fully functional in-car computers. For all their differences, these mobile device types harmonize across

themes of connectivity, mobility, and information delivery.

Mobile apps on these devices open the world of information to vastly more people than Web and desktop-

based applications. While a billion or so people around the world have access to a computer, well over five

billion people have smartphones and other cell phones. Mobile apps simply reach more people, and for an

organization with employees all over the globe, mobility is paramount to ensure efficiency and the swift

resolution of issues. And as your organization strives to reach and market to more and more consumers, mobile

is a proposition that cannot be ignored.

2. Mobile Intelligence Expands Information Opportunities by at least a Factor of 10

As mobile computing becomes pervasive in both personal and professional lives, people are discovering more

and more opportunities to make complete use of these powerful devices. From the moment they wake, they

can use applications that not only enhance their personal lives but also make them more productive and

effective at work.

In only a short time, mobile apps have proven why they are superior to Web and desktop-based applications.

Mobile apps deliver business insight and enable timely action from anywhere, at any time. The ability to access

information at anytime in any location, easily in the palm of your hand, allows immediate decision-making.

A typical retail store manager may spend only a few hours working at a desk. With Mobile Intelligence, the

manager can process decisions and analyze the latest information at any hour or location.

3. Mobile Intelligence Expands Personal Query Relevance by a Factor of 4

Today’s mobile computing devices are revolutionizing how information is deposited into applications. Using a

keyboard and a mouse is now outdated. A natural user interface allows users to point at what they want, touch

where they want to go, and move the device to indicate how they want to explore the information. Mobile

computing devices respond to how users move their fingers and arms, and understand their location, the

direction they are moving, and how fast.

Mobile devices use these natural actions as inputs. Touch screens dynamically change into convenient input

controls to meet the user’s needs, such as a keyboard, a calculator, a map, and a data visualization control. As a

result, the user’s inputs are faster and cover a greater range of options, all while being more intuitive. Why enter

a house number, street name, city, and zip code when the device can locate the user automatically?

Query speed and relevance are further enhanced with other rich capabilities such as visual inputs via a camera

or audio inputs via a microphone. Technology is advancing rapidly and already converts images into data inputs

from barcodes, fingertips, fonts, and facial recognition.

The ongoing impact of the evolution in device inputs and natural interfaces is to make applications faster, easier,

and more natural to use, leading to greater usage and a higher user adoption rate.

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III. Mobile Intelligence Changes the Paradigm for Both

Consumers and Organizations

The Mobile Revolution Empowers Consumers Like Never Before, Wrapping Them in Software

The mobile revolution has empowered individuals by essentially wrapping them in software. Items once carried in

our pockets, such as airline ticket stubs and maps, now reside on mobile phones and within mobile apps. Items we

carried around in paper form, such as newspapers and bills, can now be viewed on a mobile device, in the palms of

our hands. Even non-paper items like watches, alarm clocks, and soon, credit cards, are available as apps. Mobile

devices have consolidated our lives and daily workflows, and as such, have the innate power to fundamentally

transform business from the inside out.

Mobile Changes the Relationship Between Corporations and Consumers

Through the always-on nature of the mobile revolution, corporations are engaged with their customers and

prospects more often and more closely than ever before. Wrapping people in software has the power to redefine

entire industries, as already seen in many ways, including the decline in traditional brick and mortar establishments

in recent years.

With mobile, consumers can now buy products and services from anywhere, at any time. The convenience of

mobile apps brings consumers closer to their favorite brands, and within just a few taps and swipes to making a

purchase. In addition, the mobile marketplace empowers consumers with new ways to save money and provides a

wide range of purchasing options. To stay competitive, corporations must keep pace with this tremendous impact.

Otherwise, they will not only lose out on potential revenue, but they will also find themselves falling to their

competitors, who are undoubtedly investing more and more in mobile apps and advertising.

Mobile Enables Timely Decision-Making, Accelerating Profitability and Efficiency for Corporations

Rapid decision-making is key to accelerating the profitability of business. In today’s fast-changing, competitive

business environment, it is imperative to provide immediate answers to both internal and external customers. With

Mobile Intelligence, decision makers now have the power to make these decisions immediately.

Carrying stacks of business reports to meetings and conferences no longer provides the depth of insight needed

for timely, smart decision-making. Without convenient access to business information, actions are postponed until

workers return to their desks, introducing organization-wide bottlenecks, delays, and errors. These restrictions and

delays are erased with Mobile Intelligence, which allows heuristic analysis and decision-making wherever a decision

is required.

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The total number of shipments of Smartphones and Tablets has outpaced the total number of shipments for PCs in Q4 of 2010.

•DecisionSweetSpot–Decisionsweetspotsarelocationssuchastheaisleinastore,thelineinafactory,orthe

warehouse floor. Business people need to be able to make data-driven decisions in the sweet spot, rather than

delay due to a lack of information.

•DecisionWindowofOpportunity–Decisionshaveawindowofopportunitywhenachoiceoractioncanbe

made to maximize the impact. The longer it takes someone to get to the information, the greater the chance

of missing the opportunity. This delay could result in the loss of a sale or even a customer.

Mobile Intelligence empowers organizations to get the most of its management and executives’ time. Executives

often have significant budgets to control, which impact revenue and operation success. Therefore, any single

thing the organization can do to make that executive more productive is going to have a significant impact on

the bottom line.

The Combination of “Mobile and Social” Revolutionizes How Corporations Interact with Consumers

The convergence of mobility and social networking has transformed how corporations interact with consumers.

This combination has effectively created the ultimate customer relationship management system for organizations.

Mobile apps and social networking will propel advertising forward, and in turn, will be shaped by advertising.

Consumer information—including demographics, spending habits, hobbies, and much more—is now available

within social networks, and presents the perfect opportunity for organizations to cater to specific consumer

needs and trends. A regional manager can now, from a mobile device in the palm of his hand, better understand

the makeup of his customer base in a particular region. Mobile apps integrated with Facebook and other social

networks leverage this consumer and marketing information. In doing so, they provide a new and overwhelmingly

powerful way to advertise to and engage with consumers.

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Source: comScore

ComScore reports a whopping 45.7 percent increase in mobile social networking as compared to 2010.

Companies on the leading edge are pushing the envelope even further. They are creating mobile apps as

information channels. In effect, they are becoming their own network, broadcasting messages to the world at

all times. These companies now communicate directly to consumers via mobile apps and Facebook and provide

exclusive marketing programs to expose their brands to the public and grow the customer base. Through their

mobile apps, these companies channel new content such as videos, press releases, blogs, product materials, and

event materials. This builds brand awareness and presents new, impactful advertising opportunities.

In many ways, targeted and personalized consumer apps integrated with Facebook and other social networks

have become the new engine that drives corporate communications, advertising, and marketing initiatives. Astute

companies continue to formulate marketing campaigns focused on mobile apps and social networking. They are

already providing mobile apps to engage consumers, and ultimately convert them into loyal customers. They are

taking existing marketing, sales, and education content and building rich mobile apps for customers and prospects.

Mobile Intelligence is Critical to Staying Relevant and Profitable in Today’s Business World

As consumers capitalize on the power of mobile devices, the repercussions have been felt all across the global

business landscape. And it is just the beginning. Mobile Intelligence empowers organizations by bringing business

information to mobile devices anywhere, at any time. Business applications that were mildly successful when used

on a desktop have suddenly become highly effective and valuable when consumed on the go, whenever and

wherever business is conducted.

Now, more than ever, it’s critical for every organization to embrace Mobile Intelligence. Many traditional brick

and mortar establishments are struggling to compete in the new mobile business landscape. As more and

more consumers shop for products and services online, online merchants undercut traditional stores on price,

convenience, and value. In response, stores look to counteract their diminishing revenue by systematically reducing

costs where they can. Regardless, these companies soon find that profit margins barely catch up to tremendous

operating and labor costs, and often cannot. Meanwhile, online merchants and other mobilized companies benefit

from minimal costs due to their software-driven business.

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Mobile Intelligence has the power to help keep traditional brick and mortar establishments relevant and successful.

Thousands of organizations around the world have already embraced mobility as a game-changing solution for their

business. They realize the importance of providing executives and other key stake holders with business insight in

the palm of their hands. Organizations that have yet to adopt an enterprise-grade mobile BI solution are forced to

conduct business within a limited scope, and endure the associated costs and inefficiencies. For these organizations,

business information is outdated by the time it reaches the right people, is available only at certain times, and

comes at a substantial labor and paper cost. Meanwhile, competitors leverage their Mobile Intelligence apps daily to

gain an edge.

Mobile Intelligence Renders Traditional Business Workflows Obsolete

To consider Mobile Intelligence simply as a competitive differentiator for organizations is to severely undervalue

its significance to the global economy. Mobile Intelligence has already rendered traditional business workflows

obsolete, and transactional mobile apps are poised to accelerate the process.

In a traditional business workflow, a business analyst accesses a report, which pulls data from a data warehouse

or Enterprise Resource Planning (ERP) system. He or she then prints the report, summarizes it, and gives it to an

executive, who often sees the information for the first time. The executive then makes a decision based on the

information and informs another analyst or clerk so that the decision can be input into an ERP system or database.

The executive most likely doesn’t have the time or expertise to use the ERP system, or knowledge of the underlying

database. As a result, he or she must rely on others to conduct analysis and eventually deliver that analysis to them,

before decisive business action can take place. At even a small organization’s scale, this highly inefficient workflow

incurs tremendous labor and paper costs and involves inherent delays in the analysis-to-decision-to-action workflow.

In addition, organizations are forced to spend great sums of money ordering and maintaining the hardware,

databases, and ERP systems with which they operate their business.

Traditionally, the flow of business information from systems and

databases to executives is delayed by many processes and the

participation of several departments. This impacts the time it takes

executives to take business action, and incurs many costs in the process.

Data Warehouse

Accesses BI Sytem to Analyze and Print Numerous Reports

Uses these Reports to Make Decisions

Inputs Information as requested by Executive

back in the SystemCLERK

WarehouseWarehou

ERP Systems

Business Intelligence

System ERRP SysteRP S emsems

EXECUTIVE

ANALYST

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The ease and accessibility of Mobile Intelligence has eliminated the barriers of this outdated business workflow. The

unnecessary and inefficient layers between business data and an executive have been eliminated by mobile apps

bolstered with transactional capabilities. Executives no longer need to wait for a business analyst to provide them

with information. Intuitive mobile devices such as the iPad are empowering even the least tech-savvy consumers

and business people. Every day, more and more executives take these mobile devices, analyze data on their own,

and make decisions from anywhere.

Executives not only get the information in the palm of their hands, but they can also react to it, and take a concrete

business action, such as approving a request or re-allocating a resource. With a transactional mobile app in hand,

an executive or other key stakeholder can perform a business action that is recorded in the ERP system or database

instantly. Meanwhile, the organization as a whole no longer needs to wade through reams of paper report binders

and incur related costs. Mobile Intelligence has made the traditional business workflow obsolete, as key decision-

makers can finally act on information independently, and at the moment of insight.

Transactional mobile apps eliminate the costs and

inefficiencies of the traditional business workflow.

The ease and accessibility of mobile devices and

these apps empower executives to drive the business

forward without hesitation.

IV. What You Should Expect from Mobile App Technology

Each Mobile App will contain a Combination of Three Core Capabilities: BI, Transactions, and Multimedia

Mobile apps combine three core capabilities:

1. Business Intelligence

2. Transactions

3. Multimedia

Data Warehouse

Analyzes Reports and Dashbaords via App and

Takes Actiom

Decision/Action is Automatically Sent to

System via App

EXECUTIVE

WarehouseWarehou

ERP Systems

Business Intelligence

ERRP SysteRP S emsems

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Business Intelligence Transactions Multimedia

Grids Graphs Data Explorations

Data Visualization

Analytics Mapping Alerting Approval Mgmt.

Editable Grids

Data Entry Browser Content

Payments Desktop Publishing

PDFs ePubs Video

• Analytics, Grids, & Graphs• Data Visualizations & Exploration

• Mobile front-end to ERP/CRM• Sell products and schedule services

• Multimedia Content• Mobile Information Channels

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3M 6M 12M

Table Win GAMING

350K

300K

250K

200K

150K

100K

50K

Dec Jan Feb

2/13/2011 Yesterday

EBITDA

GAMING

PLAYERS

HOTEL

EXPENSES

YSTR LYEBITDA $299,663 (7.6%)Revenue $427,896 (2.1%)Expenses $128,233 13.9%

YSTR LY

Revenue $374,285 1.4%Table Win $182,307 (17.1%)Table Drop $902,677 39.6%Table Hold % 20% (13.8%)Slot Win $191,978 28.5%Slot Coin In $3,359,213 37.7%Slot Hold % 6% (0.4%)

YSTR LY

Rated Players 666 35.6%Gaming Theo $308,066 29.5%

YSTR LYRevenue $53,610 (20.9%)ADR $242 0.3%RevPAR $208 5.6%Booking 82 0.0%

YSTR LYPromotions $2,614 4.2%Events $1,845 4.2%Others $123,774 14.3%

Sections i

Casino AnalysisClose

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Mobile apps will contain a combination of three types of capabilities, namely Business Intelligence, Transactions, and Multimedia, that make

use of a number of functionalities and deliver comprehensive information.

These are the key characteristics that will produce the richest and most useful Mobile Intelligence apps, and

deliver the highest return on investment. Large and small corporations alike require mobile apps that provide some

combination of these core capabilities of mobile apps.

For instance, while some apps will simply deliver essential information to be analyzed by mobile workers, other

apps will provide information and also enable an employee to enter information into the app and access data from

Facebook. The permutations of apps are virtually endless, dependent largely on an organization’s business needs, as

well as its imagination.

Each Company Will Need to Deploy Each Mobile App will Contain a 100's of Mobile Apps Combination of the 3 Core Capabilities

Companies will need to deploy a number of varied apps catering to their different departments. These mobile apps will contain a combination

of the three core capabilities, namely Business Intelligence, Transactions, and Multimedia.

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Mobile – be it mobile apps built with Business Intelligence, Transactions, or Multimedia – provides a huge range of

possibilities in terms of creating new sales opportunities and new business processes which accelerate the pace at

which the business operates. Each one will likely have a unique ROI specific to that situation.

Business Intelligence on a Mobile Device is Superior to Web-based Business Intelligence

Mobile Business Intelligence enables executives and other business users to sift through enormous volumes of

data on their handheld devices and convert this data into actionable insight. The analytical functionality of Mobile

Business Intelligence includes touch-optimized grids, graphs, data visualizations, data exploration, OLAP analysis

such as sorting, and drilling down into many underlying levels of data. In less than a few seconds, whether in

a noisy restaurant, an airport terminal, an aisle of a retail store, or a conference room, information is accessible

without sitting down and finding a place to plug in a laptop.

Merchandise managers and buyers can simply access

an app such as this and receive all the layers of sales

and product insight they require to make inventory

decisions to avoid stock-out or overstock situations.

Mobile Business Intelligence is vastly superior to Web-based Business Intelligence for a number of reasons. For one,

using responsive, multi-touch screens, business users can not only analyze data, but also interact with it directly

using native multi-touch gestures such as tapping and swiping, as well as BI-specific gestures. This highly intuitive

and tactile form of analysis is powerful. In addition, Mobile BI leverages the integrated geo-location capabilities of

mobile devices to enable location-specific data analysis, selection, and modification.

Mobile BI apps enable business users to create report queries and answer business questions in ways never before

possible. A mobile tablet’s accelerometer, bar code reader, Bluetooth, GPS, and speech input capabilities can now

be used to submit data and view updated report results. For example, a merchant can scan a product bar code

with her mobile device, and sales details for the product instantly appear on the screen. Mobile BI apps also include

immersive data visualizations such as heat map, time series, and calendar visualizations. These visualizations enable

business users to remotely capture business data and initiate a transaction immediately.

Transactional Functionality is the Component of Mobile Intelligence That Closes the Business Loop

Transactions are the aspect of Mobile Intelligence that enables executives and others to instantly traverse from

business insight, directly to business action.

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The perfect, natural complement to Mobile Intelligence is the ability to conduct transactions directly with

information on a mobile device. Transactional mobile apps enable individuals and organizations to take immediate

action. Executives, the sales force, and field employees can enter data, approve requests, adjust forecasts, add

comments, upload photos, scan product SKUs, and much more, without ever needing to return to a desk. In an

instant, these actions are sent to transaction systems, triggering new business processes, resource reallocation, and

accelerating business activity. From these apps, these business users submit data directly back to their organization’s

ERP system or database, and update existing data.

While mobile apps enable key stakeholders to keep a finger on the pulse of the organization, transactional

mobile apps empower them to make a tangible change on the spot to move the business forward. For instance, a

transactional mobile app for request processing and management enables an executive such as a CIO to conduct

business in seconds that would otherwise require days and the use of a computer. From this app, the CIO can

review all business items requiring action, approve requests based on the information presented, deny requests at

the tap of a button, and reconsider ongoing requests by asking for more information.

The above transactional mobile app is focused on Merchandising for a retailer. From anywhere, a business user can analyze the business to

determine which orders to accelerate; edit any part of any order anywhere, anytime; change values using touch-based controls such as wheels

and switches; update values to increase orders, adjust prices, and take actions; and execute those actions to drive the business forward.

Mobile Transactions will Enhance All Existing Transaction Systems

Mobile apps bolstered with transactional capabilities enable your business users to access and use your

organization’s ERP systems while on-the-go from a mobile device. Mobile transactional apps integrate and work

directly with your existing operational systems, including Finance/Accounting, Human Resources, Manufacturing,

Supply Chain Management, Project Management, Customer Relationship Management (CRM), Data Services, and

Access Control ERP. For instance, your CFO can access a transactional mobile app from his or her tablet, pull up

the latest sales figures, and enter comments and data directly into the app, from anywhere. Those comments and

modifications are entered automatically into your organization’s ERP system, for example your Finance/Accounting

ERP system.

Yankee Group, a research firm from Boston, MA, has presented extensive research on the future of mobile

usage and mobile transactions. Their research shows that at the conclusion of 2010, total value of global mobile

transactions was at $162 billion, and they anticipate that it will be $984 billion by 2014.2

2. “Global Mobile Transactions To Reach $1 Trillion,” Mobile Magazine, Feb. 15, 2011

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The flexibility and shear economic importance of mobile transactions will undoubtedly enhance all of your

corporation’s existing transaction systems. With the accessibility of a transactional mobile app, business users will be

able to enter information into transaction systems from anywhere, at any time.

When made on-the-go, a transaction becomes context-aware, as well. By incorporating GPS coordinates, the

transaction is now location-specific, and by incorporating bar codes, the transaction includes information that is

up-to-date with the latest products. Mobile transactions also enable a 360-degree view of your transaction history,

right in the palm of your hand. This makes your daily business transactions auditable for your records and for those

of your organization.

Moreover, mobile transactions are conducted securely, as you can authenticate yourself and ensure that private data

is removed automatically in the event your device is lost.

Another Key Component of Mobile Apps is Multimedia and Other Content Delivery

Today’s mobile apps combine the constant accessibility of cellular and wireless networks with the convenience of

having rich content in the palm of one’s hands at any moment. By providing updated versions of a wide variety of

content, mobile apps keep consumers and businesses closely tied to the most updated and relevant information and

media. Other content embedded in mobile apps includes multimedia, such as videos, PDFs, books, Web content,

and brochures. Tablets and smartphones include browsers, PDF readers, e-mail, HTML containers, and other

methods to easily view and work with the content.

This Multimedia enriched app enables organizations

to deliver promotional videos, commercials, product

endorsements directly to their end-consumers.

How-to videos and guides and manuals can also be

incorporated to provide any type of information to

any user.

Every mobile app will be enhanced with this type of multimedia in ways that impact the business on a daily basis.

A salesperson in the field will be able to turn on his mobile tablet and bring up “How to Sell” and similar training

videos, customer testimonial videos, product positioning presentations and videos, and other materials to help

prepare that salesperson for a customer or prospect meeting. This embedded multimedia will ensure sales personnel

have relevant training and other information at all times, and can present in ways that entice the audience and

speed the sales cycle.

iPad 1:55 PM 100%iPad 1:55 PM 100%

15

Content is Automatically Updated on Mobile Apps

As mobile devices increasingly become our every-day containers for company collateral and other business

materials, it becomes that much more important to know we have the latest information with us. One of the most

convenient and useful features of mobile apps is that they are automatically updated with the latest content, from

both external and internal sources.

For instance, suppose your colleagues access your company’s brochures, sales presentations, and other collateral from

your company’s mobile app. In recent weeks, the company’s marketing team updated its sales presentation and several

of the brochures. Those users’ mobile devices are automatically updated with the latest versions of those materials.

Mobile Apps are the Next Generation of Information Channels, and are Powerful Advertising and

Communication Tools

With the onset of the mobile revolution, mobile apps have become the world’s next generation of information

channels: powerful tools of corporate communication and advertising. Organizations can and will continue to use

their mobile apps to advertise their events and products, generate valuable content, build their customer base,

extend their reach, and sell advertising space.

The most successful companies will be those who develop their mobile apps as information channels and, in doing

so, essentially become their own full-fledged network. They will be the ones who use these new information

channels to interact directly with their customers, compete for advertising, and control the content and messaging

surrounding their brands at all times. These companies will be the ones who pass their competition by providing

custom-tailored mobile apps, or channels, for their brands, events, employees, partners, customers, and regions

of business.

Looking ahead, there will undoubtedly be a thousand more mobile app channels than traditional TV channels. The

potential spread of a company’s single mobile app to thousands of nations across the world, and to millions of

mobile device users presents an opportunity that simply cannot be ignored. The potential to share a message with

millions who can interact with your brand from anywhere, at any time changes everything.

V. MicroStrategy’s Platform is Specifically Designed to Meet

All Your Mobile App Needs

In the coming years, companies will continue to develop and deploy hundreds of enterprise and consumer apps,

focused on every aspect of business operations. For instance, sales departments will develop and use apps focused

on sales, facility management, and marketing campaign analysis. Human resource departments will unveil new

hiring, training, time-off request, expense, and salary apps that can be used from anywhere to approve requests

and streamline processes. Sales forces will need mobile apps to enable them to track leads, enter customer details,

access updated lists of services, track expenses, and more – all in an effort to spend more time closing sales cycles

and less time performing repetitive, manual tasks.

MicroStrategy’s Platform Experience Conveys Directly to Mobile Apps

The enterprise-grade MicroStrategy platform is ideally-suited to support the emerging and demanding needs of the

new generation of Mobile Intelligence applications. Mobile Intelligence applications demand much faster

16

performance and serve much larger user populations than traditional wired Internet applications. MicroStrategy

offers Mobile Business Intelligence capabilities for the Apple iPhone and iPad, the BlackBerry Smartphone, and

the Kindle DX, with an architecture that is engineered for the speed and performance required to rapidly deliver

information on a mobile device.

As integrated parts of the MicroStrategy platform, MicroStrategy Mobile and MicroStrategy Transaction Services

leverage the same high performance, data and user scalability, and comprehensive administration capabilities.

This ensures straightforward mobile app development and consistent reusability of reports, dashboards, and

other objects.

By definition, business intelligence solutions are designed for information discovery and delivery. As a result, an app

platform powered by Business Intelligence can be used to quickly and effectively develop and deploy these essential

mobile apps. MicroStrategy is designed specifically to build and deploy a wide variety of business applications that

support high volumes of data and thousands of users.

MicroStrategy's Enterprise Capabilities

1. Rapid Development

2. Easy Deployment

3. High User and Data Scale

4. High Performance

5. Economies of Scale

6. Flexibility Openness and

Extensibility

7. Secure Data Access Model

8. Comprehensive Administration

Control

9. Unmatched Analytical Power

Browser

email

Desktop / Laptop Mobile

Full Spectrum ofDeveloper Tools

Full Spectrum ofAdmin Tools

MicroStrategy

Web

MicroStrategy

Intelligence Server

MicroStrategy Transaction Services

MicroStrategy

MobileWeb

Professional

DesktopDesigner

EnterpriseManager

CommandManager

ObjectManager

IntegrityManager

Architect

Databases TransactionalApplications

WebsiteContent

CubeDatabases

SDK

Office

xx

x

Portals

x

Windows iPad

iPad 1:55 PM 100%

BlackBerryiPhone

MicroStrategy’s extensive platform experience conveys directly to Mobile BI. The enterprise-grade capabilities of the MicroStrategy platform

provide rapid development, easy deployment, high user and data scale, high performance, and unmatched economies of scale. It also provides

unmatched flexibility, openness, and extensibility; secure data access; comprehensive administration control; and analytical power.

MicroStrategy Mobile Apps Provide Transactional Capabilities Out-of-the-Box

The MicroStrategy Mobile platform provides transactional capabilities out-of-the box. An integrated part of the

enterprise-grade MicroStrategy Mobile platform, MicroStrategy Transaction Services lets people act on business

information from a mobile device such as the iPad and iPhone, as well as from a dashboard on any Web browser.

MicroStrategy Transaction Services initiates data transactions to back-end transaction systems. Thousands of users'

actions are stored using either SQL for database transactions, or XQuery for Web services applications.

For the everyday executive, salesperson, or other business user, a transactional mobile app will look and feel like

most other mobile apps. He or she will tap and scroll as usual, and enter values and make selections using intuitive

drop-down menus, radio buttons, wheel selectors, and calendars. A business user will also be able to experience

transactional apps in dashboards on the Web.

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MicroStrategy Ensures Fast App Development, at Substantially Reduced Costs

Developing a mobile app typically requires an organization to invest a substantial amount of capital and effort. Both

internal and external staff is required to perform the long list of tasks required in developing an app. These tasks

include designing an app workflow, modifying preferences, managing data, creating visualizations, and of course,

establishing and managing security. The organization must hire expensive programmers to code the app, and hire

the additional support staff needed to secure, deploy, and maintain it. The overall effort is not only costly, but

extremely time-consuming. Organizations typically cannot deploy their new mobile app for six months.

Organizations that use MicroStrategy to develop their mobile apps incur minimal capital investment and effort

in the process. Using the MicroStrategy platform and MicroStrategy Mobile app, it takes only a matter of days to

develop and deploy a mobile app, compared to the six months or more it might take otherwise.

This is achieved because MicroStrategy handles all of the tasks involved with developing, deploying, securing,

monitoring, and maintaining a mobile app. And for the aspects of the mobile app your organization chooses to

undertake on its own, MicroStrategy provides the high level of design fidelity and freedom required to continue to

evolve their apps, which means organizations never need to hire outside programmers to work on the app.

With MicroStrategy, No Programming Skill is Required to Build a Mobile App

Building a mobile app using MicroStrategy and embedding it with transactional functionality involves absolutely no

programming from either business users or MicroStrategy developers. The MicroStrategy platform provides intuitive

What-You-See-Is-What-You-Get (WYSIWYG) report and dashboard design. Business users can easily create and

analyze a pixel-perfect dashboard, scorecard, or production report from multiple sources of data. In much the same

way that a MicroStrategy developer builds these analyses, he or she will be able to build mobile apps and embed

them with transactional and other capabilities.

As such, the process of building a mobile transactional app in MicroStrategy is an intuitive, template-driven one.

During the dashboard design process, a developer specifies a report within the dashboard as a transactional report

and connects it to the appropriate ERP system. This essentially enables transactions within the dashboard. There is

no programming required, as these actions can be performed using drag-and-drop and other intuitive interactions

featured in MicroStrategy.

MicroStrategy Mobile Apps are Easy to Deploy and Maintain

MicroStrategy allows your organization to deploy its new mobile app in the way that best fits your specific business

requirements, user community, and overarching mobile strategy. The main methods of deploying a mobile app with

MicroStrategy are:

• Deploying the App on Apple’s App Store, using the MicroStrategy Mobile App for the iPhone or

MicroStrategy Mobile App for the iPad (For either public or internal use): With this method, either the

MicroStrategy Mobile app for the iPhone or MicroStrategy Mobile app for the iPad (available on the Apple App

Store) functions as a sophisticated and fully-secure shell for your new mobile app. Your app users will experience

your new mobile app through the MicroStrategy Mobile App(s) itself. MicroStrategy Mobile is essentially the

viewer that your executives and others will use to access and work with your new mobile app.

18

The MicroStrategy Mobile app connects directly to your existing MicroStrategy projects, reports, and

dashboards, and ultimately provides access to your new mobile app as well. Your organization can deploy the

app to either public or internal people by simply configuring the MicroStrategy Mobile Server. When it’s time to

deploy the app to your users, you simply send them an e-mail with a link to your new mobile app environment.

Updates to your app are deployed instantly to your users. Your organization is never required to submit

code to Apple during this app maintenance or update process. When MicroStrategy updates either of its

MicroStrategy mobile apps, your business users will simply be alerted that there is a new version of the

mobile app available. Downloading that version will also automatically download any updates to your

company’s app.

MicroStrategy enables enterprises to deploy their app on Apple’s app Store, using the MicroStrategy Mobile App or perform an independent

enterprise deployment of the app.

• Performing an Enterprise Deployment of the App (For either public or internal use): With this

method, the MicroStrategy mobile app is used as a tool to build your own app, as opposed to just a shell

or viewer for your app. This method offers the most flexibility and independence in the deployment and

long-term maintenance of your app. However, it does require your organization’s app developer to acquire an

Enterprise Deployment license from Apple.

To perform an Enterprise Deployment, your organization builds its new app by leveraging the code of the

MicroStrategy mobile app, via the MicroStrategy SDK. You have full fidelity and control over your app and

can design it with the exact look and feel and branding of your company. You can create one or many of

these mobile apps that are modified (i.e. skinned) to fit your brand.

New Content

UpdatedContent

AUse MicroStrategy

App Store App

BRe-Skin App &

Deploy to the App Store

CRe-Skin App &

Deploy Internally

19

When MicroStrategy updates either of its MicroStrategy Mobile Apps, your company will be responsible for

upgrading to the latest version of the MicroStrategy Mobile App. Once that app is updated, your organization must

make any necessary changes to your company’s app and re-deploy it so that your users can benefit from the very

latest updates.

If you choose the Enterprise Deployment method, you have two deployment options:

• Creating an “Internal App Store” for Your Employees and Others: Companies are building several

different mobile apps, with each catering to a specific department or business unit. For instance, you can

build an entire internal app store that contains a mobile app for the Human Resources team, one for the

Marketing team, one for your Executives, and so on. Your employees can browse your internal app store,

choose the app they need, and quickly download it to their mobile devices.

• Placing your App on the Apple App Store for the General Public: Using this method, your organization

can deploy your fully-customized mobile app to the Apple App Store so that anyone can download it.

However, this does require that you acquire an Enterprise Deployment license from Apple, and that Apple

certifies your app for deployment to the Apple App Store.

This is the method of deployment used by MicroStrategy customers Edmunds.com and VHA who both have

apps available on the Apple App Store. Anyone can visit the Apple App Store, download the apps, and

authenticate themselves using information provided by Edmunds or VHA, respectively. Each app is fully-

customized to fit its company’s brand and provides an impressive design and workflow.

It’s easy to maintain hundreds of mobile apps built using MicroStrategy Mobile. This is made possible because of

MicroStrategy’s unified metadata layer that provides object reusability and consistency. When you make a change

to a dashboard or report used by your app in MicroStrategy Web or MicroStrategy Desktop, that change is reflected

automatically in those same dashboards and reports in your mobile app. There is no need to make the changes

more than once. This streamlines and eases the process of updating your mobile app. In addition, there is no need

to submit code to Apple to update your app.

Edmunds.com’s “Web Metrics” iPad app, displays consumer The VHA PriceLYNX™ app is a powerful Health Care Supply Chain

consideration, favorable opinion, purchase intent, leads, and app for the iPhone that can help hospitals reduce their supply

cross-shopping data on Edmunds.com. The app was designed for costs. With a few taps and touches of a screen, C-level executives,

auto manufacturer executives and decision makers, the account service line managers, physicians, and clinicians can view performance

directors who work with them, and car dealers. summaries and price index information on their iPhones and

compare product pricing on-the-go.

iPad 1:55 PM 100%iPad 1:55 PM 100%iPad 1:55 PM 100%iPad 1:55 PM 100%

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MicroStrategy Mobile Apps Protect and Secure Your Data

Due to the nature of mobile devices, mobile apps present new security challenges that must be addressed by both

the BI platform and the security capabilities of mobile devices. Data access, data transmission, and data storage

must all be considered when deploying a complete and secure solution. For the Apple iPhone, iPad, and iPod

Touch, a complete security approach should include strategies for device control and protection, security of the

MicroStrategy mobile app, and data protection.

Apple’s iOS platform enables administrators to establish strong policies for device access. All devices have password

formats that can be configured and enforced over-the-air. Additionally, the iPhone provides secure methods to

configure the device where specific settings, policies, and restrictions must be in place. These methods provide

flexible options for establishing a standard level of protection for all authorized users.

MicroStrategy Mobile secures the MicroStrategy mobile app by taking full advantage of Apple’s iOS features

running on the mobile device. MicroStrategy Mobile is signed to ensure that the App is authentic. iOS’s

“sandboxed” approach is used when MicroStrategy Mobile runs, which protects data from other applications.

MicroStrategy Mobile uses a secure encrypted keychain for storage of application credentials, extending this

functionality with of its own authentication options and policy controls.

MicroStrategy Mobile Apps Protect and Secure your Data

MicroStrategy Mobile leverages the robust security architecture of the MicroStrategy platform and also includes data and device security that

makes any type of data transmission highly secure.

Mobile App Security

• iOS Hardware Encryption (iOS4)

of App Data

• iOS's "sandbox" protects App

data from other Apps

• AES encryption for all traffic

• VPN, HTTPS, WPA2 (128-bit

encryption), SSL support

• Locally-stored data purges

upon close

Platform Security

• Secure communications across

firewalls

• No database connection from

the Mobile Server

• Single Port control for data

access

• No external remote procedure

calls

Database Data Security

• Cell-level security control with

security filters

• Apps are signed to ensure the

App is authentic

• Runtime checks enforce App

Security

• AES encryption for App

credentials (digital identities,

usernames, passwords)

• Passcode required after timeout

or suspended state (iOS4)

• Single sign-on support

• LDAP, Kerberos, Tivoli, NT

Integration

• Encryption of communications

between server components

• RIPEMD-160 hashing algorithm

for storage of credentials on

the server

• AES encryption for passwords

• Access Control Lists (ACLs)

• Application Functionality

Privileges

• Native database security

integration

• AES encryption for cache

21

In terms of data protection, Apple's iOS-based mobile devices include a variety of security features designed to

protect data stored on the device itself. Features such as encryption, remote wipe, local wipe, and MicroStrategy

report caches all enhance the security of a mobile BI implementation. MicroStrategy Mobile for iPhone and iPad

maximizes the security of data transmission by leveraging mobile device capabilities, and incorporating architectural

and cryptographic features.

MicroStrategy Mobile is built to meet the security requirements of any organization and is designed to integrate

seamlessly with the proven security features of the Apple iPhone and iPad. Robust features for device security, data

security, authentication, authorization, and transmission security combine to provide a layered approach to protect

sensitive data in mobile business intelligence applications.

For more details about Mobile Security, refer to the Secure Business Intelligence on Apple® Mobile Devices -

MicroStrategy Mobile for iPhone and iPad white paper, available on www.microstrategy.com

VI. It is Critical to Pursue a Mobile Intelligence Strategy as the

Window of Opportunity is Rapidly Closing

Mobile Intelligence Is Disrupting Every Industry and is as Much a Threat as An Opportunity

Executives, the sales force, and other field personnel in any industry can benefit most from taking instant action on

their business insight. Why should an executive need to wait until he or she is at a desk to approve time-off and

other requests? Why should a salesperson write meeting notes on a clipboard, only to re-type them that night, and

enter customer information in several different software programs? Why is everyone across your organization filling

out and printing paper forms that are outdated by the time they arrive to the right people?

Mobile apps, particularly those embedded with transactional capabilities, have made these types of questions

rhetorical. Organizations can be more productive by taking immediate action and providing instant feedback

to others in ways that propel the business forward. They can save money by using transactional mobile apps to

effectively replace paper notes and clipboards with portable and interactive reports, on which users can take notes

and make changes. These apps take the efficiencies and productivity gains of Mobile Intelligence to the next level,

and can benefit every industry and organization.

Organizations who are not investing heavily in Mobile have likely already missed out on first comers advantages.

Organizations who have yet to finalize and begin implementing a Mobile strategy will find themselves jockeying

for last place. Mobile has already claimed it's first victims. Retailers have gone bankrupt (Borders, Tower Records,

BlackBuster). Business Units worth $500million 12months ago have been shut down (Cisco's Flip Video). In as little

as 36months, companies who were market leaders are finding themselves fighting downward sloping stock prices

and downward spiraling market shares (RIM). To avoid the threat of slipping far behind, organizations must mobilize

their business processes, their sales channels, their marketing, and their business intelligence. The window of

opportunity is closing rapidly. Now is not the time to start, now is the time to play catch-up.

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VII. Appendix: Industry Specific Transactional Mobile App Examples

The following are only a few of the many practical ways in which companies will use Mobile Apps Services:

Examples of Mobile Apps in Retail

Inventory and Order Management

Merchandise managers are often forced to track and change orders through multiple systems – a time-consuming

and inefficient process. Organizations can save time and effort by providing these managers with a single mobile

app to track their department’s inventory, monitor sales, and – most importantly – take immediate action such as

changing orders, accelerating purchase orders, adjusting prices, or deleting open orders for poor item performers.

Merchandise and Assortment Planning

With a mobile device in hand, a merchant can simultaneously perform analysis and take action as they finalize

item assortments for a season. First, he or she can quickly download detailed images and descriptions of all items

available from a vendor, then narrow the selection, and easily select which items will be in the final assortment for

specific store merchandising clusters.

Examples of Mobile Apps in Banking and Financial Services

Wealth and Portfolio Management

Informed decision-making and taking timely action are critical to customer confidence and success. As such,

advisors require tools that enhance their ability to effectively manage their customers and their portfolios, at any

time, from anywhere. A transactional mobile app can cover the full range of an advisor’s everyday workflow, from

analysis and asset allocation, to entering client details and generating proposals, to trade order management and

portfolio benchmarking.

Retail Branch Management

Branch and regional managers can not only monitor daily operations at their retail banks, but they can also take

immediate, efficient action. With a transactional mobile app in hand, managers can instantly approve requests while

on-the-go, and manage branch staffing in real-time. From anywhere, managers can monitor branch activity, review

and approve non-sufficient funds (NSFs), stop payments and other customer activity, and follow up with employees

and customers in a timely fashion.

Examples of Mobile Apps in Insurance

Claims Management

Quick and efficient claims processing increases customer satisfaction, optimizes settlements, and minimizes

expenses. Managing the process with an eye on claims performance metrics (such as claims cycle time) is powerful,

but being able to also take action as well is game-changing. With a transactional mobile app in hand, an adjuster in

the field can quickly update existing claims files at the time of inspection, and also input new claims.

23

Premium Quoting

Complex policies require an agent or underwriter to visit a risk or prospect to determine conditions and calculate

premiums. A representative in the field using a transactional mobile app can enter or interact with account data,

generate a quote on-the-fly, and make adjustments to meet the underwriting guidelines as well as the customer’s

needs. This optimizes the quoting process and maximizes the value of time spent in the field.

Examples of Mobile Apps in Healthcare and Pharmaceuticals

Pharmaceutical Sales Representative Support

Always on the move, sales representatives often leverage mobile devices to easily share a variety of information

with doctors. With a transactional mobile app in hand, the representative can also quickly and easily log the drug

samples provided to the doctor according to compliance requirements, and also record notes on action-items. The

rep never has to re-enter the data, as it is instantly sent to the transactional system.

Supply Monitoring & Management

With a transactional mobile app, a healthcare provider can record which supplies and medication he or she

provided a patient, right at the moment of care. In addition, an editable invoice for the item can be produced from

the app. The data is instantly updated in the supply database or operational system, saving time and facilitating the

supply monitoring and management process.

Examples of Mobile Apps in Telecommunications

Network Maintenance Operations Management

As a carrier’s subscriber base grows, so do the connectivity and maintenance needs of the carrier’s network.

As well as identifying network performance gaps, a transactional mobile app can instantly assign and re-

assign maintenance work, expand project scope, and close work tickets while the team is on site. This efficient

troubleshooting and resource management translates to tangible cost and time savings.

Manufacturer and Carrier Logistics Management

Every day, logistics operations between manufacturers and carriers grow in both scale and complexity. Use a

transactional mobile app to monitor the inventory levels of handsets, accessories, and other items, and take

instant action to accelerate the supply chain and reduce costs. Place new orders directly from anywhere, forecast

availability levels, and suggest orders based on consumption levels.

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