Trend in a Minute: BI Platforms Between Growth and Limits

Ecosystems instead of standalone tools

More and more vendors are selling BI software as part of broader platforms. This includes providers that also offer ERP or CRM solutions, such as Oracle, SAP, Infor, Unit4, or proALPHA. In addition, hyperscalers provide a variety of data and analytics services as well as BI front ends. Prominent examples include Amazon Web Services (AWS), Google Cloud Platform (GCP), and Microsoft with Azure and Fabric. Power BI remains the clear leader in customer evaluations and purchasing decisions and has recently been bundled as part of Microsoft Fabric. Our BI & Analytics Survey 26 also confirms this shift toward bundled purchasing: over the past four years, the share of customers citing “bundled solutions” as a purchase reason has risen from 10 to 15 percent.

Rising costs as a warning sign

However, our BI & Analytics Survey also shows that one in four companies has replaced its BI software in the past five years due to excessive costs. The share of respondents who view rising total costs as a problem has doubled—from 8 to 16 percent. Microsoft and Salesforce are mentioned most frequently, both having introduced new bundling strategies and adjusted pricing models. Large platform providers benefit from integration and lock-in effects. But when costs rise faster than perceived value, their position starts to erode—opening the door for more flexible, cost-efficient alternatives.

Room for alternatives

Specialized vendors can seize this opportunity. Those offering clear value-for-money ratios, flexible licensing, and transparent integration have a real edge. Cost control and simplicity are becoming central purchasing criteria.

Conclusion: The BI market remains fiercely competitive. The balance between value and cost will determine who earns trust—and market share.