Analytics & Insights

iPhone of Analytics

If you were even remotely aware of your surroundings in 2007, you almost certainly remember this seminal moment: Steve Jobs revealing the iPhone. Check out this clip where the crowd goes nuts when Jobs demonstrates touch scrolling. The dominant smartphone maker at the time (RIM) was reportedly incredulous and thought Apple was lying about the capabilities they showed off.

Why was the crowd so excited? They saw the potential of an integrated device. People for years used cameras for photos, TomToms for GPS, computers or terrible PDAs to send email and phones to make calls/text.

The 2007 iPhone had a camera good enough for the average person, shipped with Google Maps, an email client and — what I recall thinking was the coolest thing at the time — visual voicemail.

Smash cut to today. This little integrated device is one of the reasons Apple is the most valuable company in the world as of 2020. There is still a use for cameras — professional photographers use them to take ultra high definition photos. However, how many iPhone users do you know versus professional photographers?

The same holds for dedicated GPS. There are niche markets for power users (hikers, professional drivers) but an integrated tool with Maps far outperforms the highly focused device. How many dedicated GPS owners do you know and why haven’t you had an intervention yet?

In short, integration puts the iPhone heads and shoulders above the individual market for cameras, GPS devices and (previously) phones. Why does an integrated tool outperform individual ones?

The reason is not because the iPhone camera is better than a DSLR. Even relatively inexpensive mirrorless cameras, with a low price point, can outperform the iPhone. The real reason that the iPhone is so popular is because of the user.

What the iPhone really did was make it easy to adopt technology. Back in 2007, the average phone user didn’t take many photos. In the year 2000, we know that 80 billion photos were taken according to Kodak. In 2017, that number had grown to 1.3 trillion, with over 75% of photos being taken on a phone.

The average person doesn’t want to have to carry around 4 different tools. The average person wants a single tool where they can take accomplish everything that they need in one place. This integration grew the market significantly, because Joe and Jane Smith realized they could get it all without investing in specialized equipment.

Tellius is the iPhone for analytics. It is an integrated tool that combines data preparation, natural language search, visualization, automated insights and AutoML. With a user experience that is built for business users, it unlocks the potential of millions of people out there who are stranded in silos, trying to make sense of dashboards and learn Python and figure out what a decision tree is and why they should care.

The point is, the average person who owns an iPhone is also working at a company — but they don’t have an integrated tool to help navigate their company’s data today. Organizations buy business users expensive cameras and pricy GPS units when in reality, they really need Tellius.

While there are tools that are great at individual functions, none of them provide an integrated experience that users demand.

To learn more about why you should be using Tellius, check out or request a trial today.


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