Any organization that performs a regular backup can use visibility into those processes, which they're not likely to get with a backup application that has some basic reporting capabilities, such as log files.
If you're looking at backup reporting tools, you might be in an organization that has invested in more than one backup application. You might be running backups at multiple locations. You might spend more time troubleshooting errors than you'd like. You may have failed an audit. Or you just might need more information than is given to you in your standard backup application.
These are really the reactive reasons why companies might opt-in for something like this. There are organizations that want to be proactive about service levels or compliance to jumpstart some of these operational improvements.
Checkout the entire Backup reporting FAQ