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SQL Server Reporting Services is a fundamental part of Microsoft’s Business Intelligence suite of products which as its name suggests provides a centralized robust reporting solution for organizations. Using a familiar development environment we can create static and interactive reports that can be delivered to consumers in a variety of ways. In this deep dive session, I will cover topics like: - What is reporting services and what can it be used for? - New Features included in 2008 R2 - Architectural Overview - Demonstrations to cover the entire process of developing, deploying and rendering reports using the built in Report Manager and URL Access.