Six months after merging into TIBCO Software Inc., Jaspersoft is continuing to spread its vision for embedded business intelligence (BI) to new markets and seek customers who wouldn’t otherwise consider BI solutions, according to cloud veep Karl Van den Berg. The executive, who joined the company as part of the acquisition from his role as head of product and customer success, appeared on theCUBE at Amazon.com Inc’s recent re:Invent conference to share the inside track on the pivot with SiliconANGLE founder John Furrier.

Jaspersoft has not diverged from its original mission of making analytics more accessible since moving under the new ownership, according toVan den Bergh. That’s a goal countless other solutions aim to achieve, but the fact remains that only 25 percent of knowledge workers currently interact with BI tools on a regular basis, Van den Berg explained. The reason, he said, is that the race to make the technology simpler and more affordable is skipping over a key detail: making the technology practical to use.

“We have other preferred tools; if you’re a salesperson it’s your CRM platform, if you’re a marketer it’s marketing automation software,”Van den Bergh told Furrier. “What we really want is analytics inside those applications.” That’s where Jaspersoft comes in.

The open-source platform provides a collection of dashboarding and reporting features for developers to incorporate into their applications that makes it possible to avoid the tremendous time investment required to build such functionality from scratch. Jaspersoft took its value proposition to another level last year after making the software available through Amazon Web Services (AWS) on an hourly basis, which set a precedent for the business intelligence market that,Van den Bergh said, has hit a resoundingly positive note with users.

The service has garnered over 1,300 customers since launch, he claimed, becoming one of the best-selling items on the AWS Marketplace in the process. The executive believes that flexible pricing acts to reinforce the benefits Jaspersoft is offering with the on-premise edition for the growing number of enterprises finding themselves storing more and more data in Amazon’s platform.

Jaspersoft isn’t going after the marketing VP who wants a SaaS application. “We’re focused on the developers and IT practitioners who already have a ton of data in the cloud and yet no analytics matching well with how people are used to buying other cloud infrastructure,“ he said.

The ability to consume software on demand is just as attractive for small- and medium- businesses without IT departments as it is for large organizations outsourcing on-premise processes to the cloud, he remarked. To illustrate the appeal,Van den Bergh pointed to the example of a CEO at a small Silicon Valley recruitment agency that signed up for the service to make a dashboard that helps clients gain a better understanding of how candidates react to listings. He said that move helped the firm quadruple sales and double its headcount in a matter of a few quarters.

Yet for all its success,Van den Bergh reflected that the cloud solution was met with some doubt initially, although not from customers. “We had sales guys selling $30,000/year subscriptions and we were introducing something starting at 45 cents an hour,” he recalled. “There were legitimate concerns that we are going to siphon our mainstream business, but we went after companies that would never consider BI because it’s too expensive.”

TIBCO now hopes to repeat that feat with its Spotfire data visualization technology. The company launched the solution on AWS Marketplace at re:Invent under the same hourly pricing scheme as Jaspersoft, promising to complement the conventional capabilities of the embedded BI platform with a rich set of features for formatting unstructured information. “Again, we are disrupting the market from a business model perspective. This is the only data visualization product you can buy for less than a dollar an hour,”Van den Bergh highlighted.

Watch the full interview (21:36)