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Latin American Mobile Enterprise Services Market
Frost & Sullivan, Dec 2006, Pages: 118
Market Overview
Increasingly Mobile Workforce Drives Demand for Mobile Enterprise Applications
The concept of the mobile enterprise is attracting increasing attention in Latin America as several companies show a growing interest in tools supporting enterprise mobility. The efficiency and productivity gains of a mobile enterprise are significant, and this has created a strong opportunity to extend a company’s core data and applications through smart phones, cell phones, and personal digital assistants (PDAs), thereby linking the office with an increasingly dispersed workforce. Several carriers in the region are, therefore, looking to leverage this opportunity by offering new applications and data services designed for companies of various sizes.
'The increase in the number of mobile workers in Latin America is likely to result in greater demand for mobile enterprise applications,' remark the analysts of this research service. 'Newer and more personalized applications will enable operators to increase the number of business users.' In 2006, the mobile enterprise market earned revenues of $7,528.3 million from all business mobile lines, including voice and data applications. However, despite the rising interest from companies, operators face key challenges such as introducing these new applications to a larger number of companies, and identifying potential target markets.
Mobile Office and Sales Force Automation Key Mobile Enterprise Applications at Present
Although the state of the mobile enterprise market varies across Latin America, the one common factor in all the countries of the region is the focus on two particular applications – mobile office and sales force automation (SFA). There is an increasing need among companies in the region to empower their employees with wireless connectivity and mobile office applications so that they have ‘anytime, anywhere’ access to important data. Mobile office applications are expected to gain popularity due to the direct impact on the mobile worker’s daily activities.
'SFA applications are also expected to have a great impact in the Latin American market,' add the analysts. 'Providing mobile sales personal with SFA enables the employee to access real-time, mission-critical sales information, product information, company intranets, and other features from their handheld devices, thus placing them in a more competitive situation.' Companies are increasingly viewing SFA applications as those that can give them a strong competitive edge, and this bodes well for operators offering such applications. As far as penetration rates of mobile office and SFA applications are concerned, they are likely to follow more or less the same trend, with adoption initially by large companies and later by small and medium enterprises (SME).
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