Whilst this article majors on licensing itself one key trend amongst the most profitable and successful ISVs has been to embed analytics in apps. Why?- enterprise apps must also be analytics apps for all personas across the enterprise. From information consumers to analysts on a secure, scalable multi-tenant BI platform. Not just an analytics tab but fully embedded in processes and incorporating write-back architecture to make and execute better & data-driven decisions

Definitive Guide to Embedded Analytics