Sallam, (2011) developed a survey based on customer evaluation of BI platform designers. Sallam collected data from large companies such as IBM Cognos, Oracle, Microstratgey and Microsoft to small companies such as Corda and Qliktech to compare end-user satisfaction. “With the exception of development tools and BI infrastructure, in general, satisfaction with features increases along with the prevalence of usage. Only reporting is widely used by most respondents (68%), while six features are widely used by 25% or less. The use of ad hoc reporting and analysis has seen the most significant decline in extensive use, while interactive visualization and dashboard use has grown the most” (Sallam, p. 6, 2011). End users use BI that is easy to understand and offers them value. Some BI systems may be easy to use but offer no value to the end user, or the system may offer value but its complexity reduces efficiency elsewhere by attenuating or nullifying BI systems