Roambi Expands Core Business to Specialized Publishers of Biz Intel

When Mellmo’s founders were just sitting down to design their compelling mobile technology for visualizing business intelligence (BI) data, they realized how it might be used in other ways. “We could see there may some interesting use cases for the product outside the usual BI application,” says Mellmo co-founder and president Quinton Alsbury.

Today, just over four years later, the Solana Beach, CA, company is unveiling what it calls Roambi ESX, a platform that enables licensed customers to use Roambi’s technology to create and sell their own specialized iPad apps to their own audiences.

The idea extends Mellmo’s core business, which provides Roambi’s visualization technology as a Web-based service for internal use by big corporate customers, to legions of specialized publishers, companies, and research firms. Now, for example, a firm that produces a market research report about worldwide semiconductor sales can use a Roambi software developers’ kit to create a mobile app that integrates the firm’s data—and offers it for sale at the Apple iPad App Store.

“Our business isn’t necessarily business intelligence,” Alsbury says. “We’re not an SAP, or Oracle, or Cognos. “Our focus is on creating these interactive experiences with data.”

In a statement today, Mellmo says, “Businesses can create these apps without hiring highly specialized design experts, resulting in a world-class app at a fraction of in-house development costs.”

The company says its Roambi ESX publications can be layered with text, high-res images, data visualizations—and even video. Instead of hosting the Roambi visualization software on its own servers, though, Mellmo plans to license its technology so market research firms and other customers can load the software onto their own enterprise servers for external customers—hence Roambi ESX.

These licensees, in turn, would be able to provide a wide variety of information—from syndicated research and market analyses to interactive marketing brochures, consumer behavior reports, investor reports, and corporate responsibility reports to their own target audiences.

While Alsbury anticipates the technology will appeal mostly to companies and other institutional customers, he says, “our vision is that it could be used for almost anything where you need to take large amounts of numerical data and turn it into an interactive visual display” for mobile devices.

“It’s their data,” Alsbury adds. “With no development expertise whatsoever, it can be turned into a completely interactive app around their data.”

Roambi also is introducing “Pulse,” the company’s tenth and latest data visualization tool for the iPad. Pulse enables users to compare key performance metrics of companies in an animated dashboard for iOS devices that displays the historical performance of key metrics within interactive tiles. Alsbury says Mellmo also has allied with Good Technology, the Sunnyvale, CA, provider of mobile security technology, to develop a high-security version of Roambi. Good Technology’s mobile device management has been particularly popular among Wall Street financial types, Alsbury says.

Bruce V. Bigelow is the editor of Xconomy San Diego. You can e-mail him at or call (619) 669-8788 Follow @bvbigelow

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