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z MOBILE INTELLIGENCE

MicroStrategy Confidential. Distribution Prohibited without Prior Authorization

Insight to Action

MOBILE INTELLIGENCE


MicroStrategy Background

• Founded in 1989

• $454M Revenue 2010

• Largest independent Business Intelligence software provider (NASDAQ: MSTR)

• Twenty-year focus perfecting software for very large-scale data analysis

• Selected by Gartner for “Leader Quadrant” for Business Intelligence Platforms

• 3,600 customer organizations in over 20 industries

• Direct operations in 44 cities in 23 countries across the world

• 2,600 employees worldwide; approximately 20% are dedicated to R&D

• More than 70 patents granted for MicroStrategy software

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Atlanta Charlotte Chicago Dallas Los Angeles

Montreal New York Portland San Francisco

Seattle Tampa Toronto Washington

Buenos Aires Ciudad de Mexico Monterrey Sao Paulo

Barcelona Brussels Cologne Frankfurt Johannesburg

Lisbon London Madrid Milan Munich

Paris Rome Stockholm Utrecht

Vienna Warsaw Zurich

Beijing Canberra Hangzhou Melbourne Mumbai

Seoul Shanghai Singapore Sydney Tokyo


Mainframe Computing

(1960-1980)

1M Users

Mini Computing

(1980-1990)

10M Users 100M Users

Desktop Internet

(2000-2010)

1,400M Users 5,000M Users

Source: Morgan Stanley, The Mobile Internet Report

Personal Computing

(1990-2000)

Mobile Internet

(2010- )

The Fifth Wave of Information Technology Will Dwarf All Previous Waves

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Information Available 24 x 7

Information Opportunities 24 hrs x 7 days =

168 hrs/week

Manager at Desk 3 hrs X 5 days =

15 hrs/week

12am

12pm

6am 6pm

vs.

12am

6am 6pm

Every Location Becomes Your Office

Information Access Is Limited to time in office at desk

Information Opportunities Everywhere

vs.

Everyone Who Has a Phone

vs.

5Billion cell phone users

1Billion PC users

All The Time Everywhere Everyone

12pm

Mobile Apps are better than Web and Desktop Apps

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• credit cards • security cards • key cards • keys • camera • radio • receipts • notes

• tickets • loyalty cards • insurance

cards • maps • contacts book • diary • family photos

• walkman • mp3 player • driving

license • data storage • watch/alarm • calculator

• letters • memos • newspaper • magazines • cards • junk mail

• bills • invoices • sales reports • customer

account data • financial

reports • balance

sheets • P&L reports • expense

reports


Mobile Computing Wraps People in Software Replacing Everything They Write, Carry, and Touch Today

Everything People Write or Remember

Replaced by Software

Everything People Touch or Carry

Software

5 5

Apps are the Next Generation “TV” Channel

Antenna TV Cable TV Satellite TV Mobile

Apps

Channels 3 80-100 300-600 100,000+

Mobile App Information Channels

• Talk Directly with Customers

• Control the Content

• Control the Messaging

• Compete for Advertising

• Enhance Customer Experience

• for Employees

• for Partners

• per Offering

• per Brand

• per Division

• per Region

• per Event

• per Team

• per Celebrity

6 MicroStrategy Confidential. Distribution Prohibited without Prior Authorization

Mobile Apps Combine Three Types of Content

Transactions Multimedia Business Intelligence


Graphs Analytics Mapping Data Exploration

Desktop Publishing

Data Visualizations

PDFs ePubs Video Approval mgmt.

Editable Grids

Data entry

Browser Content

Payments Grids Alerting

• Multimedia Content • Mobile Information Channels

• Mobile Front-end to ERP/CRM • Sell Products and Schedule Services

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

7


Mobile App Capability 1: Business Intelligence

• Features

• Analytics

• Exploration and Manipulation

• Offline Analysis

• Grids and Graphs

• Touch-optimized controls

• Advanced data visualizations

• Interactive OLAP

• Data-driven Alerting

• User Scale

• Data Scale

• Performance

MicroStrategy Grids, Graphs,

Documents and Visualizations

On your Mobile Devices

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Integrating Touch enabled Google Mapping directly into workflows

Supporting native Apple multi-touch gestures

Including new, BI-specific, multi-touch gestures

1. Immersive Mapping 2. Multi-touch 3. BI-specific Gestures

Tap Flick Swipe

Rotate Double Tap Pinch

Touch & Drag

Two Finger Swipe

Touch & Hold

Data Warehouse

Six Reasons Why Mobile BI is even better than Web-based BI

9


Directly linking to/from other mobile Apps


5. Sensor-based Query Prompt input directly from mobile

sensors Immersive advanced data

visualizations

4. App Integration 6. Visualizations

Apple Apps

Comms

Other Apps

Bar Code Reader

Accelerometer

Bluetooth

GPS

Speech

Time Series Visualizations

Heat Map Visualizations

Calendar Visualizations

Integrated Apps

Six Reasons Why Mobile BI is even better than Web-based BI

10



Expense Management entry

Employee reviews

Direct mobile payment solutions

Customer loyalty apps

Mobile coupons

Location-specific offers Customer forums

Customer support interaction

Mobile tickets

Purchase Order entry

Time Off requests

Appointment Scheduling

• Features

• Write to ERP systems

• Write to CRM systems

• Write to operational databases

• Write to data warehouses

• Submit new data

• Update existing information

• Wide Range of input form types

• Image uploading

Mobile App Capability 2: Transactions

11



Mobile Transactional Apps Enhance and Extend Existing Transaction Systems

ERP / CRM Operational

Systems

• Always Available Approve purchase orders while you wait for the elevator.

• Secure Authenticate who you are, wipe access if lost or stolen.

• Context Aware Incorporate GPS, bar code, location awareness, NFC.

• Auditable 360˚ activity record, provides an audit trail.

12



Custom Operational Systems Packaged ERP/CRM

Finance/Accounting

Human Resources

Manufacturing

Supply chain management

Project management

Customer relationship management

Data Services

Access control

MicroStrategy Mobile Transactional Apps Connect to Your Existing Operational Systems

Transact with any data source using either xQuery for Web Services and SQL for database Transactions

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Example: Request Processing and Management

Reconsider ongoing requests by asking for

more information

Review all business items requiring your

action

Approve requests based on the information

presented

Deny requests at the tap of a button

14



Change values using touch

based controls such as wheels and switches

Analyze the business to

determine which orders to

accelerate

Edit any part of any order anywhere anytime

Update values to increase orders, increase prices,

take actions

Execute your actions to drive

the business forward

Example: Supply Chain and Order Management

15



Store data on product and

service quality, pricing,

promotional offers

Deliver interactivity

specific to the user’s present

location

Capture product displays,

restaurant quality, warehouse stocks

- whatever you see

Analyze past surveys

individually and as a whole to spot macro trends

Empower your sales force with location specific

information sourcing Apps

Example: Remote Data Collection

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Mobile App Capability 3: Multimedia

Education Courses

How To Sell

Why You Should Buy

Instructional Videos

Testimonials

Brand Identity

Product Manuals

Product Brochures

Video Programs

• Features

• Embed MultiMedia

• Freedom of Design

• In-App PDF reader

• In-App Email

• In-App Browser

• HTML Containers

• ePub integration

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MicroStrategy’s Platform Meets All Your Mobile App Needs

Human Resources General Mgmt Sales Force

Bonuses

Training Mgmt

Time-off Request

Expense Approval

T&E Tracking

Salary Review

Hiring

T&E Tracking

Customer Info

Churn Rates

Quotas

Pipeline

Services

Lead tracking

Hot Desk Locator

Employee Info

Product Sales

Partner Sales

Corporate Events

Facilities

Carbon Emissions

Each Mobile App will contain a combination of the 3 core capabilities

Each Company Will Need to Deploy 100s of Mobile Apps

Business Intelligence

Transactions

Content Delivery

18


MicroStrategy Confidential. Distribution Prohibited without Prior Authorization 19

Reference Applications

19


User Guides

Extensive Range of Industry Apps

Education Courses

Product Manuals

Public Interest Apps

MicroStrategy Events Sign-up

Library of BI White Papers

Latest Product Information

+

20

Guess Gmobile iPad App

• A Buyer’s Workbench for Corporate & In-Store Use

• “On the Go” or At Meetings

• Brand Appropriate & Full Apple Experience

• Visual Analytics Lead to More Insight


Sales and Product Analysis

• Executives and Store Management analyze sales KPIs, including Sales Growth %, Sales per Labor Hour, Basket Size, and Regional Contribution %

• Monitor sales performance vs. expectations, at the store, team/department (e.g. seafood), and regional levels



Dealership Analysis

• Executives analyze dealership performance

• Thick paper binders replaced by a single light application

• Lease analysis, budget attainment, matrix reporting

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About VHA: VHA is a national network of not-for-profit health care organizations that work together to drive maximum savings in the supply chain arena, and improve operational efficiency and clinical outcomes. VHA serves more than 1,400 hospitals and more than 28,000+ non-acute care providers nationwide.

VHA PriceLYNX App

• Helps hospitals cut costs and improve supply chain management

• Enables purchasing performance benchmarking against peers

24

edmunds.com Web Metrics

• A Buyer’s Workbench for Corporate & In-Store Use

• “On the Go” or At Meetings

• Brand Appropriate & Full Apple Experience

• Visual Analytics Lead to More Insight

• Available on the App Store



Hospitality Executive App

5 days

Management Dashboard App

3 days

Price Analytics App

7 days

MicroStrategy Mobile Apps are Quick to Develop

26 26

iPad iPhone Browser BlackBerry

Full Spectrum of Admin Tools

Command Manager

Object Manager

Integrity Manager

Enterprise Manager

Full Spectrum of

Developer Tools

Desktop Designer

Architect

SDK

Web Professional

Databases Cube

Databases Transactional Applications

Website Content

Mobile Desktop / Laptop

Office Windows

email

Portals

MicroStrategy Intelligence Server

MicroStrategy Web

MicroStrategy Mobile

Transaction Services

Report Services

Distribution Services

OLAP Services

MicroStrategy’s Platform Experience Conveys Directly to Mobile Apps

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


MicroStrategy’s Enterprise Capabilities

27


Drag objects to Templates, and Define Interactivity

MicroStrategy Design Tools are Highly Flexible and Code-Free

Analytics Editable

Grids Web

Content

Mapping Selectors

Data entry

Graphs

Data Visualizations

Grids

Desktop Publishing

Books and Documents

Video

Select from a range of Design Objects

Image

Graph Grid

Selectors

Selectors

Image

Map Visualization

Grid

Selectors

Link

Title

Video Link

Link

Template

28

2 1

28

A Change Here

1


Analytics Editable

Grids Web

Content

Mapping Selectors

Data entry

Graphs

Data Visualizations

Grids

Desktop Publishing

Books and Documents

Video

Image

Graph Grid

Selectors

Selectors

Image

Map Visualization

Grid

Selectors

The Key to Lowest Total Cost of Ownership is the Metadata Abstraction Layer and Object

Re-Use. Is Instantly Reflected

Everywhere That Object is Used

2

Metadata Change

Update

Update

Update Update

MicroStrategy’s Metadata makes apps Easy to Enhance and Maintain

29 29

Multiple Deployment Options

Easy App Deployment

A. Use

MicroStrategy App Store App


No code submission to Apple required MicroStrategy Mobile Protects and Secures your Data

Instant Content Updates Secure

MicroStrategy App Deployment is Easy, Fast, and Secure

Enterprise Deployment

C. Re-Skin App

& Deploy

Internally

B. Re-Skin App

& Deploy to the

App Store Data

Warehouse

Operational Databases

Documents and Libraries

MicroStrategy Mobile Server

Metadata

New Content

Updated Content

• AES 256bit Encryption of App Data • Mutual Authentication • AES encryption for all traffic • VPN, HTTPS, WPA2, SSL support • LDAP, Kerberos, Tivoli, NT Integration • App data invalidation for lost and stolen

devices

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Advantages of MicroStrategy Platform versus Native Code

• Minimal Capital & Effort • Maximum Design Fidelity • Rapid code-free design • Deploy in Days

Native Code Development MicroStrategy Platform & App VS


• Huge Capital Investment • Huge Effort to Implement • Expensive code developers • Deploy in 12-18months

Code-free IDE

All Your Responsibility

Slow Expensive

Content Presentation UI Layout

App Navigation Application Flow

Gesture Interpretation Visualizations

Sensor Integration Computation

Data Manipulation Error Mgmt

Device interactivity Multi-Lingual

Local Data Storage Cache Mgmt

Security Management Session Mgmt

App Monitoring Preferences

Session Management Log in / Security

Communication Data Management

Content Presentation UI Layout

App Navigation Application Flow

Gesture Interpretation Visualizations

Sensor Integration Computation

Data Manipulation Error Mgmt

Device interactivity Multi-Lingual

Local Data Storage Cache Mgmt

Security Management Session Mgmt

App Monitoring Preferences

Session Management Log in / Security

Communication Data Management

Handled by MicroStrategy Fast Inexpensive

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Fast Software 25 Free Licenses


Fast Implementation Expert Assistance

Simply download, install and start building great mobile BI apps

Components:

•25 named users – FREE

•Training and support – FREE

•Community access – FREE

Mobile QuickStrikeTM Intro2MobileTM

Fast Education Free Hands-on Class

A ten day focused engagement, delivered by mobile BI experts

Deliverables:

1. Production mobile BI app

2. App design storyboard

3. Video of the new app

An introduction to mobile BI using MicroStrategy Mobile

Content:

•Concepts and features

•Hands-on exercises

•Build a mobile app

Three Programs to Help you Catch-up. Today.

32


Core Competitive Advantages of MicroStrategy Mobile

33

• Highly Flexible Design fits any workflow

i.e. Roambi limited to toy-like visualizations

• Action-enabled information

i.e. Mega-Vendors deliver static BI without Transactions

• Native Apps provide the best user experience resulting in pervasive user adoption

i.e. HTML5 Apps don’t allow for a native client analytical engine, advanced security or optimized storage

• Code Developers not required

i.e. Objective C+ or Java code is not a scalable platform for developing hundreds of enterprise applications

• Highly secure - used by government agencies and financial institutions

i.e. HTTPS is just the start. You also need advanced on-device encryption and secure-certificate driven remote wipe

• Extensive experience in delivering Information Solutions for over 22 years

i.e. Mobile vendors don’t have the experience to deliver information-driven applications

• Innovation across Big Data, Mobile, Social and Cloud

i.e. Other vendors only offer part of the solution. MicroStrategy has a comprehensive offering that will allow companies to capitalize on the major technology trends impacting businesses today


Auxiliary Slides

34


Data Warehouse

Data Marts

Operational Databases

SAP BW

Documents and Libraries

Web Services

MicroStrategy Mobile Server

Firewall

MicroStrategy Intelligence Server

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 purged upon

close¹

• 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

Platform Security

• Secure communications across

firewalls

• No database connection from the

Mobile Server

• Single Port control for data access

• No external remote procedure calls

• 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

Database Data Security

• Cell-level security control w/ security

filters

• Native database security integration

• AES encryption for cache

MicroStrategy Mobile Apps Protect and Secure your Data

Firewall

Firewall

35


Mobile Apps are More Secure than Web-based Applications

Web Based Applications on Desktops/Laptops

Mobile Apps on iPad, iPhone, BlackBerry

Easily infected with viruses. Need antivirus software. Secure platform foundations protect against viruses.

Most stolen laptops can’t be wiped if stolen or after several failed login attempts.

Mobile devices can be easily wiped out if stolen or after several failed login attempts.

Difficult to enforce settings, policies and restrictions. Specific settings, policies, and restrictions are easily defined by administrators.

Data does not get automatically encrypted in most desktops and laptops.

iPad/iPhone offer hardware-based encryption.

Web based applications can easily access other applications in the machine.

Applications on the device are “sandboxed” so they cannot access data from other applications.

Users commonly get applications from unknown sources. This is difficult to enforce.

All apps must be signed by Apple, BlackBerry or Google to ensure that they are secure.

Less Secure ✗ More Secure ✓

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Mobile App Capability Matrix: BI Vendors

37