Israel Innovation 2.0

Rony Ross

Last month I posted an interview with Rony Ross about being a successful woman in technology. Aside from this, we also discussed in depth the business intelligence software company that she founded, Panorama Software, including its growth over the years, business intelligence (BI) trends and what we can expect from Panorama this year. Here is that part of our discussion.

Panorama Software was founded in 1993 and moved its headquarters to North America in 2003, what factors went into the decision to move the headquarters?
In 2002, Panorama realized that the marketplace for its products is growing and decided to become a global company. We decided we needed a North American presence, including sales, marketing, support, finance and product management and that moving the headquarters to North America was a logical step.

We evaluated various locations, and were determined to concentrate on locations that had daily direct flights to Israel. One of Panorama’s directors suggested Toronto, Canada. It was deemed a great choice, both for the favorable (at the time) value of the Canadian Dollar vs. the US dollar, as well as having daily direct flights to Israel.

What steps did the move entail?
A few people relocated to Toronto, including myself and Eynav Azarya who has since become Panorama’s CEO. We recruited quite a lot of people in Toronto, as well as in various locations in the US. We moved our finance operations, as well as our Marketing, Product Management and parts of our Worldwide support.

Panorama Pivot Table for Google Docs

What are some of the BI trends that we can expect to see in 2010?
I believe that in 2010 we shall see Software-as-a-Service (SaaS) BI picking up and becoming an option of choice for many organizations as a way to extend their BI deployment within and outside the firewall. Many organizations will adopt a hybrid strategy, where they will be running applications on the cloud while maintaining full control and ownership of data on-premise.

What can we expect to see from Panorama Software in 2010?
Panorama will deliver great BI solutions that are based on Microsoft Office, SQL and SharePoint platforms. Our goal for 2010 is to extend the use of these great products, while providing an even better end user experience and enabling enterprise companies to deploy an end-to-end BI solution for the organization. We will also release a new version of our SaaS BI module.

Rony Ross

There is an ongoing discussion in Israel about women in the sciences and technology and the conditions women find themselves in in the field. The discussion was renewed by the Jerusalem Post in October 2009 after Israel’s Ada Yonath won the Nobel Prize in chemistry when it published a piece on the difficulties of receiving research grants and getting a fair salary in Israel. Shortly thereafter I continued my series on women in tech with a post about some of the unique challenges that women face in Israel.

I recently had the opportunity to interview Rony Ross, the founder and current chairwoman of Panorama Software, a business intelligence software company. Ross was born and raised in Israel and overcame challenges as a female entrepreneur to grow Panorama into the successful company that it is today.

Around what age did you become interested in technology?
I excelled in mathematics as a teenager, and shortly thereafter got interested in computer software. I studied Mathematics and Computer Science for my B. Sc and M.S degrees. While working on my Masters dissertation at the Weizmann Institute of Science, my professor, Amir Pnueli (winner of the Turing Award), offered me to join the software development department of one of the first hi-tech companies in Israel – SciTex. I went to visit the SciTex facility, and what I saw was so amazing and compelling that I could not believe someone was going to pay me in order to work in something that looked to be so much fun.

How did you get into the field?
I worked in Software Development, got my MBA degree in parallel, and moved to senior IT management positions. It was only after 40 that I became an entrepreneur and started my own business. A couple of years later, while working on other projects, we hit upon the idea of developing a product in the Business Intelligence field. This product developed into Panorama – a very compelling offering in the online analytical processing (OLAP) side of the Business Intelligence domain. We sold the product successfully to over 50 of the Israeli Fortune 100 companies in under 2 years. Then we met with Microsoft and they loved the product so much they offered to buy the company after the first 3 hours of the meeting. This became the first classic “exit” of an Israeli software company selling to a US software giant.

What obstacles have you faced as a female founder of a company?
When I was developing my first product I tried to raise capital from venture capitalists and failed. I had a very competitive product in a growing field, with established, paying customers who could testify to the value proposition, with a good business plan,  etc. I tried practically all the VCs who were in business at the time – and failed with all of them. I believe that this failure is largely due to the fact that I am a woman entrepreneur. A guy with the same credential would have succeeded. (Of course, this impediment became a blessing when I sold the technology to Microsoft and had no VC to share the income with…)

In recent years, have you seen more or less women going into technology?
When I studied Mathematics, almost half the students were women. There were a lot of women in IT in the period that preceded the PC’s. However, with the outbreak of the early home PC’s , there was a distinct advantage to youngsters with affinity to technical skills (even manual technical skills), and I find that young girls are less interested in disassembling and assembling technical kits. So for many years girls felt “excluded” from the Computer Science field, and opted for other careers. Still, many found their way eventually into hi tech in various positions – but very few made it to the top. However, in recent years I’ve seen a surge of young female entrepreneurs, especially in the Internet arena, which is a very promising sign.

What do you think can be done to get more women in Israel in technology?
Education, education, education. The key is to raise the awareness of girls from an early age about the advantages of making a career in technology fields. These are top paying jobs, and women should target them.

Globes is reporting that Gilon Business Insight Ltd., “a subsidiary of Dovrat Group unit D-Partners, has acquired Tachlit Database Marketing for an estimated $1 million.” The move, which will “complement [Gilon's] own business intelligence activity,” provides additional assurance that the company will continue to dominate Israel’s business intelligence market.

Here’s a list of some of Gilon’s partner Israeli BI software companies that benefit from Gilon recommendations to its customers:

YaData- Its software solutions helps Direct Marketers with discovering and managing micro-segments in target marketing.

Hiposoft – Its SAP solutions, especially BSignal, supplements SAP environments by immediately alerting the company to any unusual activity within the system, all with the option of doing so in a Web 2.0 way.

Verix – Its Verix Discovery Suite is intended to make the task of business analytics more efficient for sales teams by automatically “discovering emerging changes in purchasing behaviors” and “giving them the information they need to plan and schedule calls so they can influence the outcome.”