BI: Suppliers of solutions must deliver market savvy

Posted on: Monday, 2nd October 2006

Christo Bredenkamp of Synergy Computing discusses the growing use of BI solutions in all aspects of business :

Business intelligence has become a staple component of the technology mix in most information driven companies. Once the preserve of high-end users often in the financial sector, BI is today used by product manufacturers and distributors and service organisations of all kinds, says Christo Bredenkamp, account manager at Synergy Computing.

He says companies are expected to do more with less as shareholders raise their expectations in almost every industry. ”This means that nearly all expenditures must demonstrate a strong return on investment; in this climate, BI solutions are in demand, delivering a high level of value in terms of providing strategic insight into a variety of metrics that determine business performance.”  

Bredenkamp notes that within this environment, managers are often so caught up in the delivery of the ‘now’ that they do not have the time to raise their heads to look at what’s coming their way in the next 5 years or so. “That puts added pressure on suppliers to be fully grounded about their business, market trends, objectives, customers, challenges and competitors. BI solution providers need to have this knowledge in addition to technology tools in order to give clients the competitive advantage they seek,” he explains.

Instead of rapid deployment and walking away from BI implementations, Bredenkamp says suppliers have to make a significant difference to the customers’ business to ensure long-term sustainability of their own business. “This means the focus of the BI supplier must be proactive, rather than simply responding to their requirements. The underlying products are no longer any differentiator for the BI solution provider – rather, it is vertical market knowledge and expertise that can stimulate the client to think and consider new ideas which expand their perspectives which makes a difference.”

Somewhat paradoxically, Bredenkamp says BI clients – despite looking for competitive advantage – are on occasion prepared to learn from each other. “We often initiate discussions between customers, even if they operate in totally different industries,” he says.

The prevailing environment may be demanding in terms of stringent customer requirements, but for suppliers with a sound value proposition and a proven ability to provide insight into company performance, Bredenkamp says it is a good time to be in the BI business. “Customers are prepared to make a substantial investment in technology, but expect much more from it. Enabling the delivery of accurate information consistently is not good enough any more; if our solution does not bring about a marked improvement in their business they have little reason to engage with us. If you can do that, you’ll do well,” he concludes.

Synergy Computing specializes in providing end to end performance management solutions in both the local and international arenas. For more information visit the Synergy website: www.synergy.co.za or contact Priscilla on Priscilla@synergy.co.za