EXCERPT

Worldwide Business Intelligence Tools 2009

Vendor Shares
Dan Vesset

IN THIS EXCERPT
This IDC Excerpt is taken from the Worldwide Business Intelligence Tools 2009
Vendor Shares, by Dan Vesset, (doc# 223725). All or part of the following sections
are included in this Excerpt: IDC Opinion, In This Study, Situation Overview, Future
Outlook, Essential Guidance, Tables 1, 2, 3, 4 and Figures 1, 2, 3.
Global Headquarters: 5 Speen Street Framingham, MA 01701 USA P.508.872.8200 F.508.935.4015 www.idc.com

IDC OPINION
In 2009, the business intelligence (BI) tools market reached $8.0 billion in software
license and maintenance revenue. The BI market grew 2.5% in 2009 as compared
with the -0.9% growth for the overall information and communications technology
(ICT) market. The BI tools market was characterized by the following trends:

 The weakness in BI tools purchasing in the first three quarters of the year was
reversed in the fourth quarter. For many BI vendors, the positive growth was
largely due to strong sales at the end of 2009. The recessionary trends, which
began to show a slowdown in purchasing in the middle of 2008, are going to
have a negative impact on maintenance and subscription revenue for several
quarters.

 Nevertheless, when compared with the broader IT market, the BI tools market
remains an attractive opportunity for both large IT vendors and specialty ISVs.
The former group has begun to expand its BI tools portfolios with functionality to
support collaboration, workflow, content analysis, and business process
monitoring. The latter group of smaller, specialty ISVs represents about 27% of
the market and continues to provide targeted solutions.

 Reversing a three-year trend, the advanced analytics segment of the BI tools

market grew slower than the query, reporting, and analysis (QRA) segment. We
expect this trend to continue in the short term and then reverse as the pent-up
demand for QRA tools will be satisfied and more organizations will shift focus to
advanced analytics.

Filing Information: June 2010, IDC #223725E1

: Excerpt
IN THIS STUDY
This IDC study examines the business intelligence tools market from 2007 to 2009.
Worldwide market size is provided for 2009, with trends from 2008. Revenue and
market share of the leading vendors are provided for 2009, with trends from 2007 and
2008. This study also provides profiles of leading vendors and identifies the
characteristics that vendors will need to be successful in the future.

The vendor shares and competitive analysis contained herein update those found in
Worldwide Business Intelligence Tools 2008 Vendor Shares (IDC #218598, June
2009).

The most recent BI tools market forecast can be found in Worldwide Business
Intelligence Tools 2010–2014 Forecast: Initial Forecast in Line with Lower
Expectations (IDC #222688, April 2010).

Methodology

See the Learn More section for a description of the data collection and analysis
methodology employed in this study.

In addition, please note the following:

 The information contained in this study was derived from the IDC Software
Market Forecaster database as of May 14, 2010.

 All numbers in this document may not be exact due to rounding.

 For more information on IDC's software definitions and methodology, see IDC's
Software Taxonomy, 2010 (IDC #222023, February 2010).

Business Intelligence Tools Market Definition

IDC defines the BI tools market as being made up of two market segments: end-user
query, reporting, and analysis (QRA) and advanced analytics:

 End-user query, reporting, and analysis. End-user query, reporting, and

analysis software includes ad hoc query and multidimensional analysis tools as
well as dashboards and production reporting tools. Query and reporting tools are
designed specifically to support ad hoc data access and report building by either
IT or business users. This category does not include other application
development tools that may be used for building reports but are not specifically
designed for that purpose. Multidimensional analysis tools include both online
analytical processing (OLAP) servers and client-side analysis tools that provide a
data management environment used for modeling business problems and
analyzing business data. Packaged data marts, which are preconfigured software
combining data transformation, management, and access in a single package,
usually with business models, are also included in this functional market.

2 #223725E1 ©2010 IDC

 Advanced analytics software. Advanced analytics software includes data
mining and statistical software (previously called technical data analysis). It uses
technologies such as neural networks, rule induction, and clustering, among
others, to discover relationships in data and make predictions that are hidden,
not apparent, or too complex to be extracted using query, reporting, and
multidimensional analysis software. This market also includes technical,
econometric, and other mathematics-specific software that provide libraries of
statistical algorithms and tests for analyzing data. Although statistics products
vary in sophistication, most provide base-level functions such as frequencies,
cross-tabulation, and chi square. This market also includes a specialized form of
statistical software focused on functional areas such as the industrial design of
experiments, clinical trial testing, exploratory data analysis, and high-volume and
real-time statistical analysis.

The BI tools market includes both standalone packaged software and embedded BI
tools provided by some database management software vendors. An example of the
latter is Microsoft SQL Server Analysis Services that comes embedded in the SQL
Server database.

In IDC's software taxonomy, these BI tools are part of the broader market called
business analytics, which is depicted in Figure 1.

©2010 IDC #223725E1 3

FIGURE 1

IDC Business Analytics Software Taxonomy, 2010

Note: IDC has expanded the definition of business analytics software market to include content
analysis tools.
Source: IDC, 2010

SITUATION OVERVIEW

The Business Intelligence Tools Market

in 2009

In 2009, the BI tools market grew 2.5% to reach $8.0 billion in worldwide license and
maintenance revenue (including software-as-a-service [SaaS] subscription contracts)
(see Table 1). This growth was slightly lower than expected in last year's IDC forecast
for the market and in line with the preliminary forecast published earlier in 2010.

4 #223725E1 ©2010 IDC

Table 1 also shows the different sizes and growth rates of the two primary segments
of the BI tools market: QRA and advanced analytics.

TABLE 1

Worldwide Business Intelligence Tools Revenue by Segment, 2007 –2009

Revenue ($M) Share (%)

2007–2008 2008–2009
2007 2008 2009 2007 2008 2009 Growth (%) Growth (%)

Query, reporting, 5,798.2 6,300.7 6,482.9 81.1 80.6 81.0 8.7 2.9
and analysis

Advanced analytics 1,355.0 1,512.7 1,522.4 18.9 19.4 19.0 11.6 0.6

Total 7,153.2 7,813.4 8,005.3 100.0 100.0 100.0 9.2 2.5

Source: IDC, June 2010

Performance by Geographic Region in 2009

Table 2 shows the geographic breakdown of the BI tools market. Further details and
analysis of specific regional and country-level trends and market shares are available
from IDC.

TABLE 2

Worldwide Business Intelligence Tools Revenue by Region, 2007–2009

Revenue ($M) Share (%)

2007–2008 2008–2009
2007 2008 2009 2007 2008 2009 Growth (%) Growth (%)

Americas 3,548.7 3,704.6 3,937.6 49.6 47.4 49.2 4.4 6.3

EMEA 2,857.4 3,256.5 3,157.8 39.9 41.7 39.4 14.0 -3.0

Asia/Pacific 747.1 852.3 909.9 10.4 10.9 11.4 14.1 6.8

Worldwide 7,153.2 7,813.4 8,005.3 100.0 100.0 100.0 9.2 2.5

Source: IDC, June 2010

©2010 IDC #223725E1 5

Performance of Leading Vendors in 2009
Table 3 displays 2007–2009 worldwide revenue, growth, and market share of vendors
with greater than $10 million in worldwide BI tools revenue. For short profiles of the
leading BI vendors, see the Vendor Profiles section.

Figure 2 depicts the share of the top 10 largest vendors (by software revenue) in the
BI tools market. Due to market consolidation, this share has grown from 57.9% in
2003 to 73.6% in 2009. The rest of the market continues to be occupied by a few
hundred smaller vendors worldwide.

Figure 3 depicts the BI tools market size and annual growth rates since 1993. Over
this time period, the compound annual growth rate of this market has been 14%.

Table 4 displays 2007–2009 worldwide revenue, growth, and market share of the
leading vendors competing in the QRA segment of the BI tools market. The QRA
market represented 81% of the total BI tools market and grew at 2.9% in 2009.

Table 5 displays 2007–2009 worldwide revenue, growth, and market share of the
leading vendors competing in the advanced analytics segment of the BI tools market.
Advanced analytics represented 19% of the overall BI tools market and grew 0.6% in
2009.

TABLE 3

(Top 5) Worldwide Business Intelligence Tools Revenue by Vendor, 2007 –2009

Revenue ($M) Share (%)

2007–2008 2008–2009
Company 2007 2008 2009 2007 2008 2009 Growth (%) Growth (%)

SAP 1,356.7 1,574.6 1,557.1 19.0 20.2 19.5 16.1 -1.1

IBM 1,153.3 1,145.6 1,224.3 16.1 14.7 15.3 -0.7 6.9

SAS 785.4 870.5 909.5 11.0 11.1 11.4 10.8 4.5

Oracle 596.7 701.1 719.5 8.3 9.0 9.0 17.5 2.6

Microsoft 554.9 648.7 701.3 7.8 8.3 8.8 16.9 8.1

Other 2,706.2 2872.7 2893.6 37.8 36.8 36.1 6.2 0.7

Total 7,153.2 7,813.4 8,005.3 100.0 100.0 100.0 9.2 2.5

Note: In cases where acquisitions were completed in 2009, revenue from acquired companies has been appended to the
current and past years for the given vendor.
Source: IDC, June 2010

6 #223725E1 ©2010 IDC

FIGURE 2

Worldwide Business Intelligence Tools Combined Software

Revenue Share of the Top 10 Largest Vendors, 2003 –2009

Note: The calculation of the share of the top 10 vendors by software revenue in any given year is
not backstreamed to reflect acquisitions.
Source: IDC, June 2010

FIGURE 3

Worldwide Business Intelligence Tools Revenue and Growth,

1993–2009

Note: Any differences to historical figures are due to corrections made after receipt of additional
market intelligence.
Source: IDC, June 2010

©2010 IDC #223725E1 7

 TABLE 4

(Top 5) Worldwide Query, Reporting, and Analysis Tools Revenue by Vendor,

2007–2009

Revenue ($M) Share (%)

2007–2008 2008–2009
Company 2007 2008 2009 2007 2008 2009 Growth (%) Growth (%)

SAP 1,356.7 1,574.6 1,557.1 23.4 25.0 24.0 16.1 -1.1

IBM 925.1 903.6 996.4 16.0 14.3 15.4 -2.3 10.3

Oracle 587.6 691.7 710.0 10.1 11.0 11.0 17.7 2.7

Microsoft 532.9 623.4 673.9 9.2 9.9 10.4 17.0 8.1

SAS 351.6 372.7 380.5 6.1 5.9 5.9 6.0 2.1

Other 2044.4 2134.5 2165.0 35.3 33.9 33.4 4.4 1.4

Total 5,798.2 6,300.7 6,482.9 100.0 100.0 100.0 8.7 2.9

Note: In cases where acquisitions were completed in 2009, revenue from acquired companies has been appended to the
current and past years for the given vendor. Source: IDC, June 2010

TABLE 5

(Top 7) Worldwide Advanced Analytics Tools Revenue by Vendor, 2007 –2009

Revenue ($M) Share (%)

2007–2008 2008–2009
Company 2007 2008 2009 2007 2008 2009 Growth (%) Growth (%)

SAS 433.8 497.8 529.0 32.0 32.9 34.7 14.8 6.3

IBM 228.2 242.0 228.0 16.8 16.0 15.0 6.0 -5.8

Microsoft 22.0 25.3 27.3 1.6 1.7 1.8 15.0 8.0

KXEN 11.7 16.3 15.4 0.9 1.1 1.0 39.3 -5.5

TIBCO 15.5 20.5 12.8 1.1 1.4 0.8 32.3 -37.6

FICO 13.3 18.2 12.1 1.0 1.2 0.8 36.8 -33.5

Oracle 9.1 9.4 9.5 0.7 0.6 0.6 3.0 1.1

Other 621.3 683.2 688.3 45.9 45.2 45.2 10.0 0.7

Total 1,355.0 1,512.7 1,522.4 100.0 100.0 100.0 11.6 0.6

Note: In cases where acquisitions were completed in 2009, revenue from acquired companies has been appended to the
current and past years for the given vendor. Source: IDC, June 2010

8 #223725E1 ©2010 IDC

Vendor Profiles

The sections that follow highlight the performance of leading BI tools vendors in 2009.

SAP
SAP remained the largest BI tools vendor in 2009, but its BI revenue decreased for
the first time in the company's history. In our analysis, this does not reflect on SAP's
product portfolio but rather is a result of some missteps in pricing and packaging. It is
also possible that the company spread itself too thin with the number of BI products
and various initiatives launched in the past 18–24 months. These included focus on
the SMB market, SaaS BI, collaborative BI, and in-memory processing, among
others. Latest efforts to streamline pricing, packaging, product development, and
sales should result in a return to positive growth for SAP in the BI tools market in an
improving economic climate.

IBM
IBM's execution of its BI go-to-market strategy improved significantly in 2009. IBM
grew at almost three times the market rate in the BI tools market. After a post-
acquisition delay, IBM's Cognos portfolio of QRA tools benefited from the company's
vast global sales force. IDC estimates that the Cognos-related portion of IBM's BI
revenue grew about 14% in 2009. The advanced analytics product line did not fare as
well. 2009 was the first full year for accounting SPSS-advanced analytics software
under the IBM revenue model (IDC's methodology calls for backstreaming acquired
revenue). The revenue in this segment of the market declined, which is a common
post-acquisition occurrence, especially given that this event took place in a weak
economic climate. IDC also counts certain IBM database–embedded BI components,
such as InfoSphere Warehouse Cubing Services for OLAP, InfoSphere Warehouse
Data Mining, and QMF, in the BI tools market. Going forward, IBM is in a strong
position to gain share in the BI tools market provided that the integration of SPSS
proceeds as planned and assuming the company effectively cross-markets its QRA
and advanced analytics BI tools, and cross-markets the same BI tools with related
software such as its rules engine, portfolio of data integration and management tools,
content access and analysis software, and collaboration applications.

SAS
SAS continued as the third-largest BI tools vendor, with advanced analytics, the
company's core competency, growing faster than QRA software. In a difficult
economic environment, SAS clearly focused on what it knows best. At the same time,
SAS reinvested 23% of its revenue in R&D, which should bode well for the company
as the economy recovers. In addition to its strong presence in some of the largest
companies in the world, 2009 marked the first year of noticeable success for SAS'
relatively new SMB strategy, including a dedicated product offering and sales
strategy. Finally, SAS derives a substantial portion of its revenue from data
integration and analytic applications markets, which are not covered in the BI tools
market.

©2010 IDC #223725E1 9

Oracle
Oracle's growth rate in 2009 was in line with the performance of the overall BI tools
market. During the year, Oracle seems to have invested more product development
resources in analytic applications as opposed to BI tools. Therefore, in its overall
business analytics tools portfolio, Oracle's analytic applications performed better than
BI tools in 2009. However, the company continues to see analytic application sales
pull in BI tools sales. Note that IDC accounts for Oracle Hyperion Essbase as a BI
tool and financial performance management applications built on Essbase as analytic
applications, which will be covered in a separate IDC study. For a change, Oracle did
not make any major acquisitions in the BI market, which allowed the company to
focus on sales execution and to extend a tighter integration of the portfolio of BI tools
with its various operational applications. Oracle continues to derive the vast majority
of its BI tools revenue from the QRA segment and a smaller revenue amount in
advanced analytics from Oracle Data Mining. IDC also accounts for certain Oracle
Reports revenue as an embedded component of Oracle Fusion Middleware.

Microsoft
Microsoft grew 8.1% in 2009 and increased its share to almost 9% of the market. The
company's primary products in this market include SQL Server Analysis Services and
SQL Server Reporting Services as well as SharePoint PerformancePoint Services.
Microsoft's packaging of BI tools within SQL Server continues to be an attractive
option for its customers. Note that at this point, IDC does not allocate any revenue
derived by Microsoft from Excel to the BI tools market. Yet most of Microsoft's
customers that purchase SQL Server for their BI needs also frequently use Excel for
BI purposes. We expect a substantial portion of the market to take up Microsoft's
PowerPivot product, delivered as part of Excel 2010.

FUTURE OUTLOOK
IDC's end-user surveys continue to point to healthy demand for BI software. For
example:

 In a survey of over 600 organizations in 1Q10, BI software was ranked as the

second-highest applications software category (among 18) for expected
purchasing over a 12-month period. (Note that the survey excluded systems and
application development software categories.)

 In a survey of over 3,000 organizations conducted in 4Q09, 30% of respondents

indicated that they were planning to increase investment in BI software, 65%
were planning to maintain the current investment level, and only 5% expected to
decrease investment in BI software over the next year.

 In the same survey, most organizations indicated that they allocate 4–5% of their
software budget to BI and analytics software.

However, these demand trends must be viewed in the context of the worldwide
economic climate. The BI tools market size and annual growth rates since 1993 show
that over the past 16 years, the BI tools market has had a CAGR of 14% (refer back
to Figure 3). Although we do not think that the market will be able to maintain this

10 #223725E1 ©2010 IDC

long-term midteens CAGR in perpetuity, there is likely going to be a return to about a
10% CAGR over the next five years.

For more information on expected BI tools market trends, see Worldwide Business
Intelligence Tools 2010–2014 Forecast: Initial Forecast in Line with Lower
Expectations (IDC #222688, April 2010).

As recent history shows, on average the market drops are steeper than the
recoveries. Therefore, the positive news about the performance of many vendors in
the first half of 2010 needs to be tempered with the prospect that this wave of BI
software purchasing is based on needs that went unaddressed in 2009. The reality of
the postrecession economy dictates that purchase of IT tools, including BI tools, will
continue to be closely scrutinized for some time.

Besides general economic trends, the market drivers and inhibitors outlined in the
section that follows are expected to affect the BI tools market growth, as measured in
software revenue, in the near term.

Business Intelligence Market Drivers

and Inhibitors

There are several drivers and inhibitors influencing the BI tools market.

Drivers
 Simplification of the evaluation and purchasing steps of BI software is a strong
driver for growth. The growing number of SaaS BI tools and specialty tools with
very narrow applicability makes it easier, faster, and cheaper for organizations to
acquire BI tools.

 Business analytics appliances that have evolved from the data warehouse layer
to the BI tools layer will also encourage faster and easier deployment of BI tools.

 In-memory processing will enable better performance for interactive, exploratory

interaction with the data by some end users, which is likely to lead to an increase
in the number of people with access to BI solutions.

 The market for BI tools will continue to expand as more departmental purchases
will occur. Few large and midsize organizations, which purchase around 80% of
the value of the BI software market, have standardized on enterprisewide BI tools
deployments.

 Greater focus on BI by SMBs will expand the overall market. Many of the SMBs
will look for simplicity in BI tool acquisition, deployment, and use because they
lack dedicated resources for BI teams or competency centers.

Inhibitors
 Search-based applications will continue to address some of the information
access and multidimensional analysis requirements of organizations, thus taking
market share away from traditional BI tools.

©2010 IDC #223725E1 11

 Continued growth in prepackaged analytic applications will inhibit some growth of
the standalone BI tools market as organizations will acquire query, reporting,
analysis, and advanced analytics functionality through the applications.

 Revenue-based market sizing will be inhibited by the large supply of alternative

BI tools, especially in the QRA segment of the market where commercial BI
suites continue to compete with commercial and open source specialty tools. The
result of this competition and greater market knowledge by software purchasers,
enabled by social media, will push down prices for BI tools as a whole.

ESSENTIAL GUIDANCE
To continue growing in the BI tools market, vendors should ceaselessly focus on
demonstrating the ROI in their technology. IDC research shows that a third of
organizations are unsure how to measure benefits of BI solutions and projects.

In addition, anecdotal evidence suggests that many organizations lack a BI or

business analytics strategy. Lack of such a strategy, along with the inability to
measure ROI, is a challenge that vendors need to help end users overcome through
relevant services, training, and education.

Vendors should continue or begin to integrate BI tools with related functionality for
collaboration, workflow, content access and analysis, and knowledge management.
Features for adding annotations, ranking and rating information, online collaborative
workspaces, and other similar features should be much more prevalent than they are
today. In turn, all the unstructured content generated as a byproduct of collaboration
will form a basis for analyzing best practices in BI.

At the same time, end users need to gain better understanding of the decision
processes that exist in their organizations. Historical overemphasis on only managing
data and building end-user BI interfaces is no longer sufficient to support growing and
ever-changing end-user BI requirements. IT and BI groups need to know how the
data is used in order to enable end users with actionable insight.

Specifically, IT departments should recognize that their role does not include building
and rebuilding dashboards and other ad hoc end-user information access interfaces.
The time previously spent on these activities should be focused on data and data
management technology, including projects and ongoing programs for data
integration, cleansing, security, availability, and performance management.

12 #223725E1 ©2010 IDC

Copyright Notice

This IDC research document was published as part of an IDC continuous intelligence
service, providing written research, analyst interactions, telebriefings, and
conferences. Visit www.idc.com to learn more about IDC subscription and consulting
services. To view a list of IDC offices worldwide, visit www.idc.com/offices. Please
contact the IDC Hotline at 800.343.4952, ext. 7988 (or +1.508.988.7988) or
sales@idc.com for information on applying the price of this document toward the
purchase of an IDC service or for information on additional copies or Web rights.

Copyright 2010 IDC. Reproduction is forbidden unless authorized. All rights reserved.

©2010 IDC #223725E1 13