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Mobile Enterprise Services in Emerging Markets
A Survey of Innovation and Opportunities

Price: $3,495.00   

Report Details
Pages 65 | Exhibits: 26 | Report Excerpt  |  Watch the Preview

Description

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, perhaps one of the most important and often overlooked differences between developed and emerging markets 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.

Mobile Enterprise Services in Emerging Markets analyzes the prospects of mobile services targeting enterprises of all sizes in emerging markets. The report evaluates services and mobile network operators with an eye to the uniqueness of each market while continually referencing more mature markets. It assesses the prospects of various business-oriented services as well as specific initiatives, looking at the roles of applications such as SMS, email, m-commerce and digital signatures as well as M2M services — telematics and telemetry. Handsets, netbooks and laptops are also discussed. Seven case studies covering mobile operators, enterprises and a WiMAX operator examine Autotransportes de Carga Tres Guerras in Mexico, Zap in Kenya and Tanzania, Hospital Espanhol in Brazil, Vodacom Business in South Africa, Yota and MTS in Russia, and Vodafone in Romania.






BY JAN TEN SYTHOFF, ANALYST AT LARGE
Highlights from the latest report "Mobile Enterprise Services in Emerging Markets"
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Key findings include:

  • 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%.
  • In emerging economies, the informal business sector cannot be ignored and provides a useful way to segment the prepaid market. We believe the informal sector 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. By offering FMC services, operators can leverage their brands, channels, relationships and infrastructure to increase revenue from business clients, create a closer customer relationship, lower churn and create additional barriers to entry.
  • 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%. 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

    Author: Tim Kridel, Analyst at Large. Editor: Jan ten Sythoff, Analyst at Large

    Publication Date: January 2010

    Price: $3,495.00   

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