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2010 North American Mobile Enterprise Applications Outlook
Frost & Sullivan, July 2010, Pages: 93
As the wireless data sales metric becomes even more critical to wireless carrier success, and as enterprises realize the competitive value of mobile solutions, industry participants realize the growing importance of creating new premium mobile applications for the workplace. This 2010 Outlook provides an overview of 2009 activity and 2010 expectations around four major enterprise application categories. Initial findings from Frost & Sullivan's March 2010 Mobile Enterprise Applications survey serve as the cornerstone for each application category's analysis -- providing the IT decision-maker perspective regarding perceived need, deployment plans, adoption barriers, key ROI metrics, etc.
Research Overview
This Frost & Sullivan research service titled 2010 North American Mobile Enterprise Applications Outlook provides initial revenue and subscriber forecasts for four major mobile enterprise application categories – mobile workforce management, next-generation fleet management, mobile office, and mobile sales force automation. The study covers the results of a 2010 IT decision-maker survey regarding mobile application preferences and plans and a discussion of trends and issues during 2009 and 2010.
Market Overview
North American Enterprises Recognize the Business Value of Premium Mobile Applications
A majority of modern companies realize the importance of mobilizing their business processes and workflows, with a key growth driver for the North American mobile enterprise applications market being the promise of a fast, hard dollar return on investment (ROI). Frost & Sullivan’s First Quarter 2010 survey of mobile and wireless decision-makers examined enterprise preferences and plans around four premium mobile enterprise applications – mobile workforce management, next-generation fleet management, mobile office, and mobile sales force automation. Considering the high level of satisfaction reported with each of these applications, it is apparent that ROI expectations are being squarely met.
Current users of premium mobile solutions identified a broad assortment of ROI impacts, all of which can profitably impact the bottom line of a business. 'ROI-related measures of success included reduced paperwork, improved service response times, and more accurate billing. They also included increased revenues, a faster sales process, and less employee overtime,' notes the analyst of this research service. 'The ‘soft benefit’ of increased customer satisfaction was also always ranked highly in our survey.'
Despite the abundance of ROI-based success stories, the Frost & Sullivan survey of 300 North American companies revealed that issues surrounding upfront costs continue to be cited as the key barrier to adoption for the four major mobile data applications. Application developers and their channel partners must address these concerns head-on by reducing initial customer investment requirements, as well as marketing their solutions more effectively. 'The cost of adding or upgrading mobile devices, integrating the solution with current back-office systems, and handling any customization needs are cited by interested businesses as major reasons for non-adoption,' says the analyst. 'While the specifics can vary by application category and by country (Canada vs. U.S.), it is clear that many companies still find the upfront expense unaffordable at this time.'
On the pricing front, the move toward a software as a service (SaaS) monthly fee model helps tremendously, especially when the hardware expense can be bundled into the monthly charge. Vendors must also continue to increase the standardized components of their solution and keep customization complexity to a minimum. From a marketing standpoint, more verticalized solutions and more pertinent case studies will help convince fence-sitters to pilot a mobile solution. Very importantly, according to the survey responses, current solution users also remain excellent prospects for expanded deployments and incremental sales.
Market Sectors
Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:
- Mobile workforce management
- Next generation fleet management
- Mobile office
- Mobile sales force automation (SFA)
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