The full range of enterprise personas from the day to day information consumers ( managed reporting) through creators who query data and author/share reports to analysts - all need analytics capabilities in enterprise apps. Savvy ISVs know this and will embed analytics in their products. Not just a separate tab, but fully infused into work-flow so that analytics are seen in context to the job in hand. ISVs that don't will loose competitive advantage, market share and lifetime revenues will suffer