Karl Van den Bergh, Vice President Product & Alliances at Jaspersoft, talked about the company’s cloud business intelligence offering with theCube hosts Dave Vellante and Jeff Frick, live at the Amazon AWS 2013 Summit this afternoon.

Explaining what Jaspersoft does, Van den Bergh describes a commercial, open source business intelligence provider. The company’s philosophy is Intelligence Inside, meaning BI that is invisible so users don’t even notice they are using. When you look at the BI market, the penetration is of only about 25 percent of business users. “Most business users do not spend their day inside their BI system,” Van den Bergh says — they’ve got their preferred app. Thus, Jaspersoft focuses on bringing BI to the apps that enterprises are already using. Their platform currently includes 130,000 applications, and they have 118,000 premium customers paying for additional features and support.

Speaking of its partnership with Amazon, Van den Bergh announced his company’s latest launch in the AWS marketplace. The goal is to build BI into applications for business app development and deployment. The company aims to be “the de facto BI of every cloud application”. Through AWS, Jaspersoft marked a first for the BI industry – for the first time you can buy BI by the hour, the prices starting at 40 cents/hour. In the two months since the launch, about 200 customers bought it, an impressive result for BI, Van den Bergh mentioned.

Invisible BI

Business users don’t know they are using BI, it is embedded in the apps they used, said Van den Bergh. Identifying hot apps, he mentioned marketing apps, sales apps, which are quite popular. Yet customers also embed Jaspersoft into their corporate intranet/portal.

Clarifying what customers pay for when they subscribe to their annual service, Van den Bergh said the company has “an open core model – base functionality available for free”, and on top of that sells a subscription to advance functionality and provide support.

Talking about their collaboration with AWS, he said Amazon understood “we’re offering something that’s good for their customers,” therefore helped promote their offering. He also mentioned that, in what the integration with other AWS services is concerned, it took 9 minutes from the moment a customer pressed a button to buy Jaspersoft and when they would be analyzing data from RedShift.

Van den Bergh aslo said some of the company’s existing customers migrated their applications to the cloud, some of them switching from an annual subscription to paying by the hour “because it allows them more flexibility”. However, not all customers would be able to make the move, as not all functionalities are available in the cloud.

Commenting on Jaspersoft’s take on visualization  Karl Van den Bergh, stated that “visualization is a real breakthrough in terms of allowing more business users to understand their data. What we’re doing at Jaspersoft that is fundamentally different,” as, unlike other BI players that target data scientist, Jaspersofts takes a completely different angle. “We want to be invisible to users” and embedded in their architecture, which means a web based architecture, and making BI available to employees who need it without requiring them to be data scientists to understand it.