Microsoft registers its presence in the embedded analytics market with Power BI Embedded, an Azure cloud service that enables ISVs and application developers to provide analytics capabilities in their applications. It helps end-users to integrate their Power BI reports into web and mobile applications. It provides key functionalities such as self-service capabilities, data connectivity with Representational State Transfer (REST) APIs, management APIs, and advanced analytics. Advanced analytics capabilities include support for R visuals in Power BI Embedded, which provides developers visualization flexibility. Users can view and interact with the Power BI reporting experience without any additional licensing or Power BI account. The Power BI Embedded service features a pay-as-you-go consumption-based pricing model.