"...SAS missed a gigantic opportunity for that kind of "low code"… this kind of UI-based application is incredibly “sticky”… Seems like SAS never fully understood the category/opportunity…"
SAS made many efforts in this “low-code” UI-based category, going back decades. I worked on several of those products. Most of them failed.
Most of them failed because we failed to adapt. SAS was successful when it built programming tools for SAS programmers, or statistical tools for statisticians. As long as we built tools, for people like ourselves, we understood our users well.
But to build solutions — consumer products — is a harder problem. It requires understanding users who are not like us. It requires strong UI design and frequent customer feedback. It requires modern techniques for usability.
We paid lip service to those modern techniques. We hired UI designers, but we did not let them make decisions. And most managers wanted to keep building software in the old way they knew. Most did not know how to build consumer products, and some did not want to learn.
They approached product design as a list of features. I often saw a release delayed for missing a feature — but never for failing a usability test.
Most products did not even run usability tests.
Some of us tried to introduce modern usability techniques. To say the least, this was not good for our careers. UI design was full of politics. It was like a young child’s soccer game. Everyone wanted the ball, but few of them knew what to do with it.
For all these reasons, we did not spend enough time on UI design, and we got little customer feedback before shipping. We threw the products out there and hoped that they would sell.
Our friends in Sales and Marketing said, wow, to develop software in such a way, those developers must have big egos. There were certainly some of those!
But the main problem was that developers weren’t using modern techniques. We were building solutions in the same way we built tools, and there was a deep-seated resistance to change.
In the BI market, products like PowerBI, Tableau, and QlikView easily achieved superior usability. These products were also highly competitive on both features and price. Not winning in any of these three areas, we lost what should have been one of our best markets.
Now, battling from behind on features, price, and usability, SAS will never catch PowerBI. Nonetheless, SAS should remain in this market niche — because it’s so large that even a small share can be profitable. There is also profit in other niches, such as Risk and Fraud.
But in all these markets for consumer products, we aren’t building tools for people like ourselves. We must use modern techniques to put the customer first. For SAS, that requires cultural change.