Abstract
“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?
Who should read this report?
- Mobile network operators who are planning their broadband
enterprise mobile data strategies
- Potential data MVNOs who need to understand the business case and
the risks involved
- Managed service providers who wish to expand their mobile data
service provision
- Mobile software developers who need to find ways to gain traction
in the market and expand their market share
- Wi-Fi network operators who are seeking to establish a role
independent from the MNOs
- Corporate procurement managers who want to know the best way to
roll out enterprise data services
- Financial sector analysts who need to understand the implications
of new technology and the current market for enterprise mobile data services.
Table of 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
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