In its continuing effort to gain traction in the crowded data discovery market, SAP is enlisting the help of a trusted brand name: Desktop Intelligence™. The change is expected to be announced next month at its annual SAPPHIRE NOW user conference in Orlando, Florida. SAP analytics users have been down the rebranding road before. “Project Hilo” was launched at SAPPHIRE NOW 2012 as SAP Visual Intelligence (see related SCN article) then rebranded as SAP Lumira just one year later at SAPPHIRE NOW 2013 (see related SCN article).
According to SAP spokesperson April Erste, yet another re-brand was warranted because “highly-respected industry analysts made fun of Lumira’s seemingly pharmaceutical-inspired name.”
— Cindi Howson (@BIScorecard) May 13, 2013
In addition, SAP’s corporate clientele mistakenly believed that increasing the number of “Lumira users” in their organizations would lead to skyrocketing prescription drug costs, often resulting in a buying decision for rival data discovery tools such as Tableau or Qlik.
The new branding will be applied to what was previously known internally as SAP Lumira version 1.26 and will introduce bold new features like a redesigned “slice-and-dice” panel, the ability to import queries from “classic” Desktop Intelligence (see related article, True Desktop Intelligence with SAP Lumira) and a new splash screen that incorporates nostalgic cues from the original BusinessObjects product SAP acquired in 2007. Continuing to integrate technology from SAP’s KXEN acquisition, the new release includes an automated (and animated) assistant to help casual users who are not trained statisticians add predictive capabilities to their visualizations. The animated Deski the Dachshund™ provides a light-hearted interface to business users who fondly remember Clippy, the animated assistant from Microsoft Office. “It’s like Apple Siri for analytics,” says Ms. Erste, clearly beaming with pride.
This isn’t the first time SAP has tried to resurrect the Desktop Intelligence brand name, but SAP is hopeful their second attempt will have better success. “We introduced a brand-new Desktop Intelligence product in 2012,” continues Ms. Erste, “but initial reaction from ramp-up customers was chilly and we ended up scrapping the effort” (see related article, Hell Freezes Over). The upcoming Desktop Intelligence rebrand will be supported with a global multimedia campaign featuring Jennifer Lopez, who co-wrote the campaign song, “Don’t Diss Deski,” with long-time collaborator Cory Rooney and Alan Wilkis (Big Data). Ms. Lopez will first perform “Don’t Diss Deski” publicly during her concert appearance at the SAP SAPPHIRE event. Its accompanying music video, directed by James Frost (OK GO, Radiohead), will be promoted on SAP’s social media channels with a special #DontDissDeski hashtag.
Unfortunately, I won’t be attending SAPPHIRE this year but it’s shaping up to be a great event. What are your thoughts on SAP’s plans for Lumira?