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Forecasts for Enterprise Mobile Data Services in Europe


Description: 'Use of mobile email devices by executives has become the norm as a result of simple interfaces and fixed monthly charges. Mobile network operators can build on this success by offering additional managed services that run on the same devices, as long as they stick with the formula of simplicity and predictable charging'

Margaret Hopkins, Analysys Associate


Forecasts for Enterprise Mobile Data Services in Europe provides a comprehensive overview of the enterprise mobile data market, which has significant growth potential. The report identifies drivers that will make this market take off, and discusses the obstacles that have inhibited it in the past. The report examines the potential market for applications; it evaluates the relative importance of horizontal applications, such as salesforce.com, vertical-sector applications, such as logistics and field-force automation, and the role of machine-to-machine communication using SIM cards.

Retail spend on mobile data services to 2013 is forecast for email, applications and mobile broadband, including spend on services, terminals, equipment and support, covering managed services and systems integration, resulting in over 4000 data points. The data annex shows numbers of individual users and user organisations, and spend in a number of categories, including:

-size of enterprise: large (500+ employees) or SME (0–499 employees)
-country/region: France, Germany, Italy, Spain, Sweden, UK and Western Europe
-email, applications and mobile broadband
-devices
-support, including hosting, integration, maintenance and monitoring
-mobile network services
-ARPU
-spend per organisation.

Forecasts for Enterprise Mobile Data Services in Europe draws on in-depth interviews with prominent players in the market, and on enterprise procurement experience, to answer your key questions:

-What is driving the enterprise data services market?
-Which applications have the most potential for revenue growth?
-How can operators make the most of email and expand its usage?
-Which horizontal applications should be prioritised?
-How can applications be productised for a wider market?
-Which vertical market applications have most potential?
-How important are machine-to-machine communication and GPS?
-How should operators put together a managed applications offering?
-How should operators offer hosted applications?
-Who will be the most valuable partners?

About the authors

Margaret Hopkins started her career in the Post Office Telecommunications Long-Range Planning Department. During her 20-year association with Analysys, she has been lead author on many reports, including Success Factors for Hosted and Managed VoIP in Europe; Fixed–Mobile Convergence in the Enterprise Voice Market; Business Data Services: growth opportunities and forecasts 2007–12; Quadruple-Play Bundling Strategies; Beyond Triple Play: forecasts for broadband value-added services; Developing a Successful Carrier Ethernet Service Portfolio; The Business Case for Carrier Migration to VoIP; Broadband Value-Added Services for SMEs: market strategy and forecasts 2003–2008; and Next-Generation Networks: integrated IP architectures. She holds a degree in engineering from the University of Cambridge and a master’s degree in telecommunications and information systems from the University of Essex.

Andrew Parkin-White (Principal Analyst) has gained a deep understanding of the strategic and operational issues facing the mobile industry during his 17-year career. Formerly at Ovum, where he had been Managing Director of Consulting, Executive Board Director and, prior to that, leader of mobile research and consulting activities, Andrew’s extensive experience of working in senior operations roles for operators and vendors is combined with a first-class research and consultancy background. He has also held managerial roles in strategic planning and marketing with organisations including BT, Marconi and Orange, and was a Principal Consultant at KPMG before moving to Ovum.


Contents: Executive summary

The current European market for enterprise mobile data services, market drivers and inhibitors


Enterprise mobile data still has much potential

Division of the European market for enterprise mobile data services into PC mobile broadband, push email, vertical-sector applications and horizontal applications, how the forecast model was constructed, overall spend on enterprise mobile data services to 2013


Email will reach deeper into the organisation

The growth of penetration of push email, patterns of per-user spend, development of email services to 2013 in Western Europe


Horizontal applications are in their infancy

The growth of penetration of horizontal applications, potential new applications and their target markets in Western Europe; includes a table of market potential of selected horizontal applications.


The biggest vertical sector is logistics

The growth of penetration of vertical-sector applications in Western Europe, the likely future of logistics and transport applications, field-force and sales-force automation, machine-to-machine systems and asset tracking; includes a table of market potential of selected vertical-sector mobile data applications


MNOs should invest in middleware platforms

The allocation of support spend by 2013, key points in mobilisation of applications


Key messages and actions


Companies discussed in this report: Cognito, Microsoft, Nokia, RIM, salesforce.com, T-Mobile, Vodafone, Wyless.


List of Figures and Tables

Figure 1: Spend on enterprise mobile data services in Western Europe, 2008–2013
Figure 2: Design of model used for these forecasts
Figure 3: Spend on enterprise mobile data services in Western Europe, 2008–2013
Figure 4: Spend on enterprise mobile data services in Western Europe, including support and equipment, 2008–2013
Figure 5: Users of PC mobile broadband devices in Western Europe by organisation size, 2008–2013
Figure 6: Penetration of push email in Western Europe, 2008–2013
Figure 7: Spend per user on push email in Western Europe, 2008–2013
Figure 8: Penetration of horizontal applications in Western Europe, 2008–2013
Figure 9: Penetration of vertical applications in Western Europe, 2008–2013
Figure 10: Spend on machine-to-machine systems in Western Europe, 2008–2013
Figure 11: Support spend by type in Western Europe, 2013
Figure 12: Corporate and SME spend on hosting in Western Europe, 2013
Figure 13: Corporate and SME spend on integration and maintenance in Western Europe, 2013
Table 1: Drivers of adoption by service type
Table 2: Inhibitors of adoption by service type
Table 3: Market potential of selected horizontal applications
Table 4: Market potential of selected vertical-sector mobile data applications


Companies Mentioned Cognito, Microsoft, Nokia, RIM, salesforce.com, T-Mobile, Vodafone, Wyless


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