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European Mobile Enterprise Application Markets
Frost & Sullivan, July 2004
Proving ROI Is Still a Concern for Vendors and Service Providers of Mobile Enterprise Applications
In key industries such as manufacturing, utilities and transport, mobile enterprise applications have been successful in mobilising sales and operative staff, thereby providing strong return on investments (ROI). To expand the adoption of this technology on a wider scale, vendors and operators should prove to potential clients that applications such as mobile e-mail, sales force automation and field force management make operations more efficient. Vendors and service suppliers also have to demonstrate the ability of their services in helping the users to be more customer-focused and responsive.
This research explores the European mobile enterprise applications market and evaluates the market dynamics affecting business in Europe. It does this by providing market metrics and growth rates for 15 countries in Europe. The study analyses the markets for mobile enterprise applications software and data traffic and systems integrators.
Adoption Rates Are Low as Most Potential Users do not Need an ‘Always-On’ Connection
Mobile operators are not currently looking at mobile enterprise applications as a huge growth opportunity. They can see that most users do not need an always-on general packet radio service (GPRS) or 3G connection to log a sale or write an e-mail. As long as operators see mobile applications as a marginal contributor to ARPU, they will be reluctant to invest in marketing them to their customers. Therefore, software vendors need to show operators that their enterprise applications are capable of driving revenue, while simultaneously demonstrating to end users that they are an efficient means to update their company’s information even when the users are on road.
Despite the steadily rising revenue from business data, the average revenue per user (ARPU) is expected to increase more through other factors such as constant predictable pricing and lower roaming tariffs. However, business data category can indirectly drive revenue, although it is likely to represent only a very small portion of the total ARPU itself, says the analyst. This could be because its users are likely to increase usage of their mobile device overall.
Existing Handset Battery Technology Does Not Enable Continued Use of Mobile Enterprise Applications
Currently, apart from Wi-Fi, the GPRS/3G data cards introduced by European operators are the preferred methods of linking to a wireless data network. This is primarily because they allow mobile users to connect their laptops directly to the mobile network. These laptops are more convenient for users because they can perform a variety of tasks without having to buy additional mobile enterprise applications and offer sustained and predictable period of use before the battery fails.
However, the laptops’ size and their requirement for a relatively long boot-up time make them less ideal for some mobile applications, notes the analyst. Even personal digital assistants (PDAs) are currently limited by the lifetime of their battery, especially when used for mobile enterprise applications that require large computing power.
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