Analysis of mobiles’ new place in the business world: challenges and prospects.
 

• Technologies:

 
- impact of GPRS;

 
- competing technologies: Bluetooth, private and operated W-LAN, 802.11.

Mobiles’ new place in the European business world

 
What strategies for players involved in the supply sector?

 
- assessment of corporate mobile service offerings

 
- analysis of cellular operators’ strategies

 
- other players’ role and positioning: MVNOs, distributors, value-added
 
service providers and integrators

 
What are businesses’ expectations?

 
- challenges and factors contributing to the development of corporate mobile
 
management

 
- which data services are likely to be a success in the corporate arena? What
 
are businesses high-speed mobile requirements?

1/ Panorama of offers

n Assessment of corporate mobile service offerings

• corporate applications and services: typology of services, data services (assessment, new offers) Typology of mobile services aimed at businesses

• Services related to billing and fleet management: customer loyalty offers, minute sharing, preferential conditions for intra-corporate communications, handset renewal, etc.

• Special services for majors accounts: mobile VPNs , fixed-mobile convergence, direct PBXoperator network link, fleet management tools

• Basic data services: SMS, messaging, intranet access

• Value-added data services: localisation, etc.

• Security services

• Professional applications

n Players’ strategic positioning

• analysis of cellular operators’ strategies

For each major operator analysed:

organisation in the business market

marketing strategy

presence and service offerings in Western Europe

relations with integrators and software houses, analysis of pricing policy, particularly for data offers

• various players’ positioning: fixed and mobile operators, MVNOs, integrators, distributors, software publishers and equipment manufacturers (network, cellular handset and PDA suppliers)

• players’ challenges: the key issue of maintaining ARPU and “controlling” subscribers in the case of cellular operators

2/ Analysis of demand

n Qualitative analysis based on interviews with heads of telecommunication departments in European businesses

• What purchasing policy for mobiles: decision-making departments, criteria used for choosing a service provider, mobile budget?

• How are mobiles used in business: which workposts have them, types of terminals, usage of SMS, WAP, and data transmission applications?

• What do businesses expect in terms of a mobile service offering (particularly pan-European offers, quality of service, unified messaging, one-stop-shopping, data services/modem function) and the integration of fixed and mobile data services?

• What changes have been planned, and what benefits are operators’ new offers expected to provide?

n Quantification of European markets and forecasts

• countries analysed: France, Germany, Italy, Spain, United Kingdom

• the landscape in 2002 and forecasts up to 2007 for the following indicators: mobiles terminals: telephones, communicating PDAs, communicating laptops voice and date ARPU

3/ Stakes

n Businesses’ expectations

• expectations concerning operators and services providers

• current and future mobile usage: diffusion of mobile terminals and value-added offers (mobile VPNs, etc.)

• expected benefits (productivity, lower bills) and mentioned barriers (lack of throughput, lack of suitable terminals, etc.)

n Risks and opportunities for cellular operators and other players

• maintaining ARPU and creating loyal business customers

• data services’ potential

• will software integrators and publishers be able to take advantage of the growth of mobile data services?

n Expected developments

• evolution of offers and users’ expectations for the coming years

• impact of other technologies on national characteristics and players’ strategies