Enterprise Mobile Offering - Operator Strategies and Market Outlook

IDATE, November 2007, Pages: 110

Overview

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 suppliesa 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.

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. Foreword

2. Mobility in the business world: contextual elements
2.1. Mobile adoption in the business world
2.2. Technological environment
2.2.1. Wireless network rollouts: ongoing improvement
2.2.2. Mobile handsets: from the phone to multi-access pocket computers
2.2.3. Propitious technological environment
2.3. Mobile use in the business world
2.3.1. Contexts for use
2.3.2. Mobile integration in a prospective global mobile architecture

3. Catalogues of offers
3.1. The players analysed
3.2. Keys to reading the summary tables
3.3. Summary tables, by operator
3.3.1. Orange (FR)
3.3.2. SFR (FR)
3.3.3. BT (FR)
3.3.4. T-Mobile (DE)
3.3.5. Vodafone (DE)
3.3.6. T-Mobile (UK)
3.3.7. Vodafone (UK)
3.3.8. O2 (UK)
3.3.9. "3" (UK)
3.3.10. TIM (IT)
3.3.11. Telefonica Moviles (ES)

4. Mobile offers: underlying trends in the business market
4.1. Technological positioning
4.1.1. 3G and 3G+ networks
4.1.2. wVoIP on mobile networks
4.1.3. Wi-Fi
4.1.4. Handset subsidies
4.2. Line strategies
4.2.1. Segmentation and billing principles
4.2.2. Voice services: fixed/mobile convergence poised to "revolutionise" the business voice market?
4.2.3. Mobile broadband services: unmetered/as-you-go/bundling shaping consumption
4.2.4. Related services

5. State of demand: Close-up on France
5.1. Mobile integration in French SMEs
5.1.1. Mobile workers
5.1.2. Mobile handset equipment
5.1.3. Mobile data services
5.1.4. Budgetary aspects
5.1.5. Other relevant indicators for the development of the enterprise mobile market
5.2. Mobile integration in large enterprises

6. Market outlook
6.1. Demographic elements
6.2. Market modelling - France
6.2.1. Assumptions
6.2.2. Market-France
6.3. Other countries
6.3.1. Positioning benchmark
6.3.2. Evaluation of the enterprise mobile services market in Western Europe

7. APPENDIX: Survey methodology and census
7.1. Survey methodology
7.1.1. Scope
7.2. Sampling plan
7.3. Enterprises included in the survey
7.3.1. Census
7.3.2. Comparative business sector/size census

List of tables
Table 1: Scope of report: countries and players considered
Table 2: Current speeds and medium-term cellular network developments in Europe
Table 3: 3G subscriptions in Europe: 2005/2006 comparison
Table 4: Examples of latest generation enterprise mobile handsets
Table 5: Mobile services revenues in Western Europe, end-2006
Table 6: Mobile operators in the five largest European countries
Table 7: 3G subscriber base, end Q1-2007
Table 8: Launch dates of mobile broadband networks, by operator
Table 9: Mobile broadband network coverage, by operator (end-2006)
Table 10: Improvements in HSDPA network capacity - July 2007
Table 11: Commercial business offers with HSDPA
Table 12: Overview of Wi-Fi solutions offered by mobile operators in the enterprise market
Table 13: A brief look at mobile handset subsidy policies
Table 14: Market responses to the different business and user profiles
Table 15: Different billing modes available on the enterprise market
Table 16: Examples of tariff discounts
Table 17: Unit price of SMS
Table 18: Overview of cellular operators' fixed/mobile convergence solutions
Table 19: Overview of tariffs for data solutions in the enterprise market
Table 20: Overview of push email solutions in the enterprise market
Table 21: Some examples of bundled voice/data solutions in the enterprise market
Table 22: Types of related services provided by cellular operators as part of their business solutions
Table 23: Proportion of working population of SME that travels frequently, according to size of workforce
Table 24: Enterprise mobiles in SMEs, according to business sector
Table 25: Enterprise mobiles in SMEs, according to size of workforce
Table 26: Share of employees in SMEs with voice mobiles, according to business sector
Table 27: Share of employees in SMEs with voice mobiles, according to size of workforce
Table 28: Mobile fleets (voice) in SMEs, according to business sector
Table 29: Mobile fleets (voice) in SMEs, according to size of workforce
Table 30: Distribution of SME mobile base by type of handset, according to business sector
Table 31: Distribution of SME mobile base by type of device, according to size of workforce
Table 32: Mobile equipment in SMEs, according to employee mobility
Table 33: Main concerns of SMEs and remote connections
Table 34: Mobile services budgets of equipped SMEs, according to business sector
Table 35: Mobile services budgets of equipped SMEs, according to size of workforce
Table 36: SME mobile data budgets
Table 37: SME PABX equipment (headquarters), according to size of workforce
Table 38: SME take-up of IP voice services according to size of workforce
Table 39: Mobile integration in large enterprises: some components for analysis
Table 40: Working population census, end-2006
Table 41: Enterprises and active working population census in France, end-2006
Table 42: Assumptions - Modelling of the Enterprise mobile market - France
Table 43: Changes in enterprise mobile ARPU in France
Table 44: Comparative positioning of various countries using France as a benchmark
Table 45: Set of assumptions translated into figures
Table 46: Growing enterprise mobile bases in Western Europe
Table 47: Share of enterprise mobiles with data usage in Western Europe
Table 48: Changes in the enterprise mobile services market in Western Europe
Table 49: Sector definitions
Table 50: Share of SMEs in France' s industrial structure, end-2006
Table 51: Share of SMEs in working population, end-2006
Table 52: Number of SMEs, according to size of workforce and business sector

List of figures
Figure 1: Scope of report (in terms of cellular operators' business solutions)
Figure 2: Subscribers and mobile take-up in Western Europe, end-2006
Figure 3: Mobile teledensity in Western Europe, end-2006
Figure 4: Private and enterprise mobile equipment in Europe, end-2006
Figure 5: Different types of wireless networks
Figure 6: HSDPA networks in Europe, July 2007
Figure 7: 3G subscriber shares, end-2006
Figure 8: Typology of mobile applications
Figure 9: Operators' involvement in a mobile architecture
Figure 10: Mobile operator market shares in the five largest European countries
Figure 11: Colour code (content and usage level)
Figure 12: Description of T Mobile (UK) "made-to-measure" shared rate plans
Figure 13: Example of Vodafone UK shared voice plans
Figure 14: Vodafone UK integrated VPN rate plan
Figure 15: Comparison of download times, according to mobile technology
Figure 16: Share of subsidised enterprise mobile base
Figure 17: Market responses to fixed/mobile convergence for business
Figure 18: FMC' s sphere of influence in the enterprise market
Figure 19: Overview of integrated services offered by telephony/IP convergence
Figure 20: Proportion of SMEs with employees travelling frequently, according to size of workforce
Figure 21: Proportion of SMEs with employees travelling frequently, according to business sector
Figure 22: Job categories most likely to involve travel in SMEs
Figure 23: Enterprise mobiles in SMEs
Figure 24: SME distribution of mobile handset base, by type of device
Figure 25: Mobile equipment in SMEs and one-year outlook, according to business sector
Figure 26: Mobile equipment in SMEs and one-year outlook, according to size of workforce
Figure 27: Growth outlook for the mobile fleet of already-equipped SMEs, according to business sector
Figure 28: Growth outlook for mobile fleets in already-equipped SMEs, according to size of workforce
Figure 29: One-year growth outlook for the mobile base, according to types of devices in SMEs
Figure 30: Type of mobile equipment in SMEs, according to employee mobility
Figure 31: Portable computer equipment in SMEs, according to employee mobility
Figure 32: Use of SMS in mobile-equipped SMEs
Figure 33: Use of SMS in SMEs, according to employee mobility
Figure 34: Use of SMS in SMEs, according to size of workforce
Figure 35: Use of SMS in SMEs, according to business sector
Figure 36: SME take-up of mobile data devices
Figure 37: Mobile usage in SMEs, according to device
Figure 38: Mobile voice ARPU in SMEs, according to business sector
Figure 39: Mobile voice ARPU per SME, according to size of workforce
Figure 40: Planned renewal of installed PABX base in SMEs
Figure 41: Types of installed PABXs in SMEs
Figure 42: Internet connection technologies in SMEs
Figure 43: Rise in enterprise mobile take-up in France
Figure 44: Composition of enterprise mobile base in France
Figure 45: Market outlook for enterprise mobile services in France
Figure 46: Outlook for the enterprise mobile services market in Western Europe
Figure 47: Share of SMEs in all private enterprises, end-2006

- "3"
- BT
- O2
- Orange
- SFR
- Telefónica Moviles
- TIM
- T-Mobile
- Vodafone

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