Introduction
Sabherwal and Becerra-Fernandez (2009) defined business intelligence as a system that avails business decision makers with relevant business information and knowledge by levering a variety of data sources as well as structured and unstructured information.
Business intelligence systems refer to software/ hardware systems that enable the end users to obtain business intelligence by analyzing vast amounts of base data emanating from diverse business perspectives (Masunaga & Katayama, 1998). It centers on a full understanding of information and knowledge that is derived from data.
The technological infrastructure of BI systems incorporates data warehouses technology which consolidates data, multi dimensional data bases for organizing base data and online analytical processing technology for analyzing multi dimensional data bases (Masunaga & Katayama, 1998).
Examples of business intelligence systems include knowledge management systems, decision support systems, analytical processing systems, and executive information systems. Business intelligence software such as Oracle’s Business Intelligence Systems (BIS) and Strategic Enterprise Management (SEM) are often utilized by the top management in corporate planning and decision making.
Business intelligence incorporates tools which are developed by business intelligence vendors and solutions which are deployed within the organization. Business intelligence vendors write software programs and develop BI technology and hence play a major role in the implementation of corporate business intelligence projects.
Examples of business intelligence vendors include SAS Institute, IBM, Data Mind, Integral solutions, HNC software, Osoft, Oracle, Intelligence ware, and Microsoft among others. An organization seeking the best intelligence vendors in the market should evaluate other business intelligence organizations on the bases of their BI vendors and should also seek the opinion of other successful BI enabled companies
Advantages of business intelligence systems
In the modern business setting, the importance of business intelligence solutions continues to be highly emphasized. Oracle Business Intelligence systems are internet designed hence users can easily access corporate information in a secure environment from anywhere in the world using the standard web browser (Thierauf, 2001).
In addition, Oracle BI systems address a wide range of user requirements from information publishing to advanced data analysis which further promotes its efficiency. BI information systems facilitate decision making in a business environment highly characterized by increasingly complicated decisions.
Oracle’s strategic enterprise management system enhances the long term objective of an organization which is increasing the shareholder value. It supports the implementation of strategic management techniques such as activity based management; value based management and balanced score cards (Thierauf, 2001). This assists the management in identification of opportunities, assessment of progress and improvement of performance.
Limitations of business intelligence systems
Oracle’s business intelligence systems are essentially data driven (Niu, Lu & Zhang, 2009). The current business intelligence systems partially support manager’s work and put more emphasis on manipulation of large volumes of data rather than supporting the management decision making in cognitive perspective (Niu, Lu & Zhang, 2009).
Therefore, the business intelligence systems provide managers with huge amounts of external and internal data but do not guarantee access to valuable information which is essential for appropriate decision making.
Strategic business enterprise systems are associated with an amount of complexity in their administration. While these systems are supposed to provide a comfortable environment for the end user, increased levels of knowledge are required for effective application of business intelligence systems. In addition, BI projects are associated with increased costs due to the high priced expertise required for their implementation.
Business intelligence solutions in UAE companies
Numerous organizations within the UAE have adopted business intelligence solutions in their operations which have promoted appropriate decision and efficiency within these organizations. EMAAR, a Dubai based public joint stock company which specializes in meeting the needs of consumers in the real estate sector is one of the major users of business intelligence solutions in the UAE region.
Since the company provides a wide range of services which range from real estate financing and development to telecommunications services, the diversity in the company’s operations calls for the deployment of robust information technology infrastructure and business intelligence systems which promote efficient service provision within the company (SIA, 2005).
In 2005, the company completed the deployment of Oracle e-business suite which facilitated the internal automation of the company’s operations. In addition, the system promoted the realignment of channels through which the company offers services to its customers (SIA, 2005).
The BI solutions aimed at consolidating financial information, property and asset management and customer service processes into a single system which in turn reduces overall operational costs and assists the company in assessing its performance as well as projecting its future performance.
The Company’s Chief Executive Officer Mr. Jaganathan observed that the company’s adoption of the system enabled accessibility of information and data in real time which served to promote service provision and informed decision making consequently promoting efficiency and consumer satisfaction (SIA, 2005)
Since the real estate industry in Dubai is highly dynamic and often characterized by numerous challenges, EMAAR seeks to maintain its competitive advantage by utilizing business intelligence solutions which promote efficiency and enhance superior customer service.
Dubai Aluminum Company which is located in Jebel Ali constitutes one of the largest industrial companies in the United Arab Emirates which owns and operates one of the largest aluminium smelters in the world (Dubal, 2009). The company is highly committed to innovation and utilizes advanced technology to perform efficiently.
In October 2009, the company was awarded an Oracle Business Intelligence/ Enterprise performance management innovation award which not only served to further prove the company’s commitment to business intelligence solutions, but also increased the company’s popularity in the global market (Dubal, 2009).
In Dubal, business intelligence solutions have facilitated in industrial risk reduction, containment of certain costs as well improvement of management control within the industrial company. In addition, the system has provided the company with increased competitive advantage which resulted from improved financial and pro active decision making abilities (Dubal, 2009).
Emirates Airlines on the other hand is one of the most rapidly growing carrier Companies in the world. The organization has also considerably benefited from the business intelligence solutions deployed within the organization. Business intelligence solutions deployed in Emirates airlines has promoted efficient service provision which has increased consumer confidence in the company’s services consequently increasing the company’s profitability.
Conclusion
The modern business environment is characterized by increased competition, massive complexities, and dynamism. Consequently, business owners and managers have adopted advanced and efficient measures through which they seek to acquire and maintain competitive advantage in the global market.
In the UAE, companies such as EMAAR, Emirate Airline and Dubal have adopted business intelligence solutions which promote software applications in business operations and efficient communication networks in order to gain competitive advantage in their respective industries.
Reference List
Dubal (2009). Dubai Aluminium wins Oracle BI/EPM Innovation Award. Web.
Masunaga, Y., & Katayama, T. (1998). World Wide Computing and Its Applications. New York: Springer.
Niu, L., Lu, J., & Zhang, G. (2009). Cognition-Driven Decision Support for Business Intelligence: Models, Techniques, Systems and Applications. Berlin: Springer.
Sabherwal, R., & Becerra-Fernandez, I. (2009). Business Intelligence. New York: Wiley and Sons.
SIA (2005). EMAAR Properties Deploy Oracle E-Business Suite to Automate Business Processes and Enhance Customer Service. Web.
Thierauf, R J (2001): effective business intelligence systems, Westport: Greenwood publishing.