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Apple’s Siri, Amazon’s Alexa, and Google’s Personal Assistant don’t require their users to open a separate application. In fact, their path to adoption is based on invisible integration: they’re just there if you ask. This is the method that Ovum predicted in 2005 (perhaps a little early) that enterprise applications vendors would adopt to add value to and differentiate their solutions. Well, better late than never, and as we wrote in our 2017 Trends to Watch for analytics, "Embedded analytics is, in Ovum's view, the means by which analytics comes to a mass market."


  • With any major market shift, there is a period of transition – enterprise IT’s move to cloud is going to be measured in decades.This provides standalone analytics vendors breathing room to create and launch new capabilities, and to develop an effective OEM business model. In the coming years, Ovum also expects independent analytics vendors to be active in mergers and acquisitions, both as buyers and as acquisition targets.

Features and Benefits

  • Assess the developing market for enterprise applications, differentiated by integrated intelligence.
  • Understand where standalone analytics stand in a market dominated by mega-vendors.

Key questions answered

  • How will enterprise applications vendors differentiate themselves in the future?
  • Where are analytics vendors seeking new opportunity to grow user numbers?

Table of contents

Ovum view

  • Summary
  • The mega-vendors are preparing for battle: data and analytics are the weapons
  • Applications get smarter, analytics become less distinct, and enterprises benefit
  • Make analytics the invisible hand that helps guide enterprises


  • Author

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