Enterprise Mobile Offering - Operator strategies and market outlook

Enterprise Mobile Offering - Operator strategies and market outlook

At the end of 2006 in Western Europe, the mobile base totalled 102.8 million subscribers, of which roughly 15% were business users – a percentage that is expected to increase in the coming years. There is still considerable room for growth in business mobile equipment, with the current rate per employee being between 20% and 35% depending on the country.

Beyond equipment levels as such, the technological state and maturity of the market are helping pave the way for the development of new services for businesses: data, push-email, convergent fixed-mobile services, wVoIP… Third generation mobile networks (WCDMA and, increasingly, HSDPA) are now widely deployed, the latest models of handsets deliver phones that are veritable pocket computers, while the latest mobile operating systems offer a broad palette of features for people on the move. At the same time, the number of mobile broadband applications is increasing: chiefly web browsing, accessing the company information system and push-email.

Using an approach based on the combined examination of supply and demand, this market report provides a full exploration of the enterprise mobile services market. Measuring the reality of the use being made of the solutions on offer supplies a tool for decision-making that can help determine both operational aspects (expected services, formats and billing modes) and more strategic positions based on the market outlook for a given solution.

Enterprise Mobile Offering in brief



• Integration of mobile in the business world: take-up, technological environment, situations of use and functionalities

• Cellular operators’ strategic positioning with respect to mobile networks (3G and 3G+), Wi-Fi and wVoIP

• Detailed catalogue of the business services marketed by 11 European operators: underlying trends

• A survey of mobile usage amongst French SMEs (adoption, consumption, composition of the base, ARPU, plans)

• Mobile business services market modelling, current and medium-term (five largest European markets + whole of Western Europe)

• Mobility

• Mobile services

• GSM/Wi-Fi handsets

• Broadband mobile networks (3G/3G+)

• Wi-Fi

• wVoIP

• Fixed/mobile/IP convergence

• Push-email

Key questions



• In which situations are mobiles used in a business capacity, and which features in particular?

• What are operators’ strategies with respect to deploying broadband mobile networks, Wi-Fi and wVoIP services and to subsidising handsets for business users?

• What mobile services do operators currently offer their business subscribers: voice, fixed-mobile convergence, data (interface and push-email)?

• What types of offer (format, targets and billing mode) are currently being promoted by operators?

• What are the current levels of mobile adoption in the business world, and what is the current breakdown of the base (classic vs. 3G handsets)? How are they likely to evolve?

• What are the current and expected future levels of data usage amongst roaming workers?

• What is the current ARPU for enterprise mobile? What is the market’s medium-term outlook?

Who should read this report?



• Mobile operators and MVNOs: understanding key trends in Europe’s enterprise mobile market (offer, billing, usage), along with the competition’s medium-term plans and strategies.

• Equipment manufacturers and infrastructure providers: quantifying network market opportunities (3G, 3.5G, Wi-Fi, wVoIP) to anticipate the trajectory of investments in infrastructure. Assessing the impact of subsidisation policies.

• Investors and analysts: increasing understanding of the evolutionary trends in Europe’s enterprise mobile market, and using detailed forecasts to substantiate investment decisions.

Survey methodology



• A sample of 800 enterprises, representative of the SME population in France

• A telephone survey conducted by the IPSOS Institute

• A field survey performed in 2007 providing precise year-end figures for 2006

• Representativeness ensured by specific quotas for each company size and sector of activity

1 - Mobility in the business world: contextual elements



1.1 Mobile adoption in the business world



1.2 Technological environment

• Wireless network rollouts: ongoing improvement

• Mobile handsets: from the phone to the multi-access pocket computer

• Propitious technological environment



2 - Catalogues of offers



2.1 The players analysed



2.2 Keys to reading the summary tables



2.3 Summary tables, by operator

• Orange (FR)

• SFR (FR)

• BT (FR)

• T-Mobile (DE)

• Vodafone (DE)

• T-Mobile (UK)

• Vodafone (UK)

• O2 (UK)

• ``3`` (UK)

• TIM (IT)

• Telefónica Moviles (SP)



3 - Mobile operators: underlying trends in the enterprise market



3.1 Technological positioning

• 3G and 3G+ networks

• wVoIP on mobile networks

• Wi-Fi

• Handset subsidies



3.2 Line strategies

• Segmentation and billing principles

• Voice services: fixed/mobile convergence poised to “revolutionise” the business voice market?

• Broadband mobile services: unmetered/as-you-go/bundling shaping consumption patterns

• Related services



4 - State of demand: Close-up on France



4.1 Mobile integration in French SMEs

• Mobile workers

• Mobile handset equipment

• Mobile data services

• Budgetary aspects

• Other relevant indicators for the development of the enterprise mobile market



4.2 Mobile integration in large enterprises



5 - Market outlook



5.1 Demographic elements



5.2 Market modelling - France



5.3 Other countries

• Positioning benchmark

• Assessment of the enterprise mobile services market in Western Europe



Outlook for business mobile services in Western Europe