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市場調查報告書
新興市場的手持裝置企業服務
Mobile Enterprise Services in Emerging Markets
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新興市場的手持裝置企業服務 是由出版商Pyramid Research, Inc.在2010年01月所出版的。
這份英文市場調查報告書包含65 Pages 價格從美金3495起跳。
本報告書中分析了新興市場的行動裝置企業服務，服務及行動裝置網路運作的評價，各種商務指向服務之觀察，行動裝置運作者，企業以及WiMAX運作的經驗分享，行動裝置企業市場的非官方經濟之定位等，概述如下。
目次
總綱
第1章 市場概要
- 企業是什麼？
- 商務市場分野
- 一國只有一個
- 對技術知識的精通
- 全球行動裝置企業市場概要
- 非官方經濟：肯亞市場的經驗分享
- 行動裝置企業加入者型態
第2章 末端與應用
- 智慧型手機還是多功能攜帶電話？
- SMS
- E Mail
- 數據應用幫助了對非官方部門的對應
- M貿易
- 電子簽名
第3章 筆記型PC以及Net Book
- 電腦的行動裝置寬頻
- 嵌入式筆記型PC以及Net Book
- 數據機轉接器與網絡共享
- 雲端運算與SaaS
第4章 M2M
第5章 固定服務
- 瞄準光纖與銅線的核心市場
- 封包與FMC
- 毫微微蜂巢式(家庭式)基地台
第6章 案例研究
- Autotransportes de Carga Tres Guerras
- Zap
- Hospital Espanhol
- Vodacom Business
- Yota
- MTS
- Vodafone Romania
相關來源
圖表清單
Abstract
Executive summary
The enterprise market for mobile services is an attractive and growing
opportunity. It offers high ARPS, low churn and stable growth. Furthermore,
there are new growth areas, particularly in the machine-to-machine segment,
and there are also underexploited ones - in particular the informal business
market in emerging markets.
When looking at the mobile enterprise market, there are a number of
differences between developed and emerging markets, but there are also
similarities. Perhaps one of the most important and often overlooked
differences is the scale of the informal economy, which refers not only to
illegal activities, but also to those that just are not registered, a fact
overlooked by governments in emerging markets, given the scale of such
activities.
Other, more obvious differences include lower levels of income, coverage and
capacity limitations of fixed networks, lower adoption, the predominance of
prepaid billing, lower PC adoption and lower affordability (and hence lower
adoption) of sophisticated devices. Furthermore, when looking at the
enterprise markets of telecom service providers in emerging markets there are
additional differences such as the lesser importance of the services sector,
the predominance of agriculture and extraction in the economy, and less use of
sophisticated information and communications technology systems and
applications.
At the same time, targeting businesses in emerging markets differs from
targeting consumers much as it does in mature economies, in aspects such as
lower price sensitivity, a high portion of calls that are internal, stronger
demand for international services and high peak-time usage. It is often useful
when evaluating opportunities in emerging markets to benchmark and compare
them with more mature markets, and therefore this report includes many
references to operators in developed markets.
One of the key challenges in analyzing the mobile enterprise market is
definitional. There is no clear dividing line between the consumer (or
residential) market and the enterprise market. The self-employed will
typically have a single mobile subscription for both personal and business
usage. Many operators offer "split bill" services and corporate rates to
friends and family of employees. The magnitude of the informal business sector
adds further fuzziness. Pyramid Research defines mobile enterprise
subscriptions as those with a tariff specifically tailored to business users.
Operators can clearly track the different subscription packages, and so
provide metrics for the two types.
This report' s key findings include:
- Adoption of mobile enterprise subscriptions in emerging markets is
significantly lower than in developed markets. In developed markets, typically
15-20% of all mobile subscriptions are in the enterprise sector, while the
figure tends to be in the 5-10% range in emerging markets.
- There is significant scope for greater adoption of mobile enterprise
subscriptions in emerging markets. Whereas in developed markets 30-40% of
employees have a mobile subscription, the penetration rate in emerging markets
is 5-20%. It is important to note that such differences are accounted for to
some degree by discrepancies in how an employee is defined in various
countries and regions. Nevertheless, there is scope for increased penetration
of employees.
- In emerging economies, the informal business sector cannot be ignored and
provides a useful way to segment the prepaid market. Although accurate
estimates of the informal sector are, by definition, difficult to come by, we
believe that it can contribute up to 50% of mobile revenue. This depends on a
number of factors, including the portion of GDP that is informal, the
structure of formal and informal employment, population penetration and the
competitive landscape.
- As in mature economies, fixed-mobile convergence is an important trend in
the enterprise market in emerging economies. Mobile operators that are strong
in the business sector are investing in providing additional services, such as
high-speed data access and information and communications technology services.
By offering these services, operators can leverage their brands, channels,
relationships and infrastructure to increase revenue from business clients;
this has the extra benefit of creating a closer customer relationship, and
hence lower churn. It also creates additional barriers to entry.
- Some vendors report high adoption of m-commerce in countries where the
banking infrastructure has been disrupted by social or political unrest, such
as Cambodia and Iran. That unrest also affects security to the point that it
becomes impractical for banks to store cash and for individuals to carry it.
Hence the broad interest in virtual money, which m-commerce enables. As one
vendor put it, "Effectively the wireless network is becoming the banking
infrastructure."
- The business market is very important to mobile broadband in emerging
economies. Whereas about 25-35% of mobile broadband subscriptions in developed
markets are business, the portion is much higher in emerging markets -
typically over 50%. Although the affordability of computers is an issue, the
lack of fixed Internet access is the key factor, and mobile networks surpass
copper capabilities in many markets. Furthermore, some operators are
positioning mobile broadband as a complete voice and data offering for small
enterprises.
- Telemetry (remote monitoring and measuring) and telematics (automotive
digital communications) are growth markets, particularly in Africa and
individual countries such as China and Russia. Machine-to-machine (M2M)
communications, however, remain comparatively minor in emerging markets:
1-10%, whereas in developed markets 15-20% of business subscriptions are for
M2M use. Regulation is a key driver of M2M, which will pick up across the
world in coming years.
- Each country is unique. The characteristics of enterprise markets vary
significantly between countries in terms of the scope of the market, its
structure and its composition. Some are dominated by large corporations, while
in others big opportunities can be found with small traders or street sellers.
Such differences are key in terms of business planning and resource allocation.
Table of Contents
Table of exhibits
Companies mentioned
Acronyms and abbreviations
Executive summary
Section 1: Market overview
- 1.1 What is an enterprise?
- 1.2 Segmenting the business market
- 1.3 No two countries are alike
- 1.4 Technological savvy
- 1.5 An overview of the global mobile enterprise market
- 1.6 The informal economy: Kenya market case study
- 1.7 Types of mobile enterprise subscriptions
Section 2: Handsets and applications
- 2.1 Smartphones or feature phones?
- 2.2 SMS
- 2.3 Email
- 2.4 Data applications help address the informal sector
- 2.5 M-commerce
- 2.6 Digital signatures
Section 3: Laptops and netbooks
- 3.1 Mobile broadband for computers
- 3.2 Embedded laptops and netbooks
- 3.3 Adapter modems and tethering
- 3.4 Cloud computing and SaaS
Section 4: M2M
- 4.1 Types of M2M
- 4.2 Telematics
- 4.3 Telemetry
Section 5: Fixed Services
- 5.1 Tagrgeting the core markets of fiber and copper
- 5.2 Bunding and FMC
- 5.3 Femtocells
Section 6: Case Studies
- 6.1 Autotransportes de Carga Tres Guerras
- 6.2 Zap
- 6.3 Hospital Espanhol
- 6.4 Vodacom Business
- 6.5 Yota
- 6.6 MTS
- 6.7 Vodafone Romania
Related resources
Table of exhibits
- Exhibit 1: Informal economy as a percentage of GDP, latest year
- Exhibit 2: The percentage of businesses, employees and revenue accounted
for by small, midsize and large enterprises in Egypt' s formal business sector
- Exhibit 3: Businesses broken down by number of employees
- Exhibit 4: Total employees broken down by company size
- Exhibit 5: Swisscom MoU and ARPS by sector; first nine months of 2009
- Exhibit 6: Belgacom churn rates; first nine months of 2008 and 2009
- Exhibit 7: Percentage of mobile subscriptions that are business regionally
and globally; year-end 2009
- Exhibit 8: Percentage of postpaid mobile subscriptions that are business,
regionally and globally; year-end 2009
- Exhibit 9: Mobile enterprise subscriptions by region; year-end 2009
- Exhibit 10: Kenyan population (35.7m) by employment status; 2009
- Exhibit 11: Breakdown of subscriptions and revenues by sector in the
Kenyan mobile market; 2009
- Exhibit 12: Percentage of mobile business subscriptions by type, globally;
year-end 2009
- Exhibit 13: Mobile handset subscription penetration of employees,
regionally and globally; year-end 2009
- Exhibit 14: Breakdown of UK mobile business subscriptions by contract
length, 2008-2009
- Exhibit 15: Breakdown of Belgacom' s consumer and business ARPS, first nine
months of 2009
- Exhibit 16: Messaging by enterprise type at one GSM operator in India, as
percentage contributions to network traffic
- Exhibit 17: Vodafone UK mobile broadband business tariffs, November 2009
- Exhibit 18: M2M subscriptions as a percentage of all mobile business
subscriptions by region; year-end 2009
- Exhibit 19: M2M subscriptions breakdown by region; year-end 2009
- Exhibit 20: Safaricom' s M-PESA service; March 2009
- Exhibit 21: Breakdown of MTS' s Q2 2009 subscriptions and revenue by market
sector
- Exhibit 22: Mobile enterprise subscriptions by operator, Romania; 2005-2009
- Exhibit 23: Vodafone Romania business voice packages
- Exhibit 24: Vodafone Romania mobile email packages
- Exhibit 25: Vodafone Romania data access packages
- Exhibit 26: Vodafone Romania Mobile Connect
Companies mentioned
- Aircel Business Solutions
- Alvarion
- Astrata Group
- Astute Systems Technology
- Autotransportes de Carga Tres Guerras
- Blue Label Telecoms
- BMC
- Boingo Wireless
- Cadbury
- China Mobile
- China Unicom
- Citigroup
- Coca-Cola Kwanza
- Comviva Technologies
- Connex (Vodafone)
- Cosmote
- Dell
- DragonWave
- du
- EMC
- Entel PCS
- Equity Bank of Kenya
- Etisalat Misr
- Gateway Communications
- Ghana Telecom
- GE Security
- Google
- Go2Call Software
- Grameen Foundation
- Hospital Espanhol
- HTC
- Huawei
- IBM
- Iusacell
- Jasper Wireless
- Kenya Airways
- Kenya Data Networks
- Lenovo
- MegaFon
- Microsoft
- Movicel
- MS Swaminathan Research Foundation
- MTM Tecnologia
- MTN Ghana
- MTN Group
- MTN South Africa
- MTN Uganda
- MTS (Mobile TeleSystems)
- Nextel International
- Nokia
- Openet
- Oracle
- Orange
- Orange Romania
- Panasonic
- Pannon
- RCS&RDS
- Research in Motion
- Safaricom
- Salesforce.com
- Samsung
- SAP
- Sierra Wireless
- Sonatel (Orange Senegal)
- Sony
- Standard Chartered Bank
- Starcomms
- Synchronica
- Tata
- Tata Indicom
- Tata Teleservices
- Telcel
- Telcordia
- Telemobil (Zapp)
- Telkom Kenya
- Tigo Ghana
- TomTom
- Turkcell
- VinaPhone
- VNL
- Vodacom
- Vodacom South Africa
- Vodacom Tanzania
- Vodafone Romania
- Vodafone UK
- Yota
- Zain
- Zain Kenya
- Zain Tanzania
- Zain Ghana
- Zapp (Telemobil)
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