Abstract
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
Table of Contents
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
- 7.2. 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
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