In the February issue of DM Review, many of us wrote about the history of business intelligence (BI), its roots and how far it had come from its early days. This month, I would like to focus on BI's future – a future in which the principles of mass customization will play an important role.

To understand how BI will adopt the new paradigm of mass customization, I would like to compare BI's progress to another industry that has embraced mass customization – the printing industry. Figure 1 illustrates the three phases that the printing industry went through in its progression to mass customization and the relative costs and market size associated with each phase.

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