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Mobile Enterprise Services in Emerging Markets

発行 Pyramid Research, Inc. 商品コード 112018
出版日 ページ情報 英文 65 Pages
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新興市場におけるモバイルエンタープライズサービス Mobile Enterprise Services in Emerging Markets
出版日: 2010年01月31日 ページ情報: 英文 65 Pages






第1章 市場概要

  • エンタープライズとは?
  • ビジネス市場のセグメント
  • 同じ国は二つとない
  • 技術的知識への精通
  • 世界のモバイルエンタープライズ市場概要
  • 非公式経済:ケニア市場のケーススタディ
  • モバイルエンタープライズ加入者のタイプ

第2章 端末およびアプリケーション

  • スマートフォンまたは多機能携帯電話?
  • SMS
  • Eメール
  • データアプリケーションは非公式部門への対処を助ける
  • Mコマース
  • デジタル署名

第3章 ノートPCおよびネットブック

  • コンピューターのモバイルブロードバンド
  • 組み込み型ノートPCおよびネットブック
  • アダプターモデムおよびテザリング
  • クラウドコンピューティングおよびSaaS

第4章 M2M

  • M2Mのタイプ
  • テレマティクス
  • テレメトリー

第5章 固定サービス

  • ファイバーおよび銅線の中核市場をターゲットにする
  • バンドリングおよびFMC
  • フェムトセル

第6章 ケーススタディ

  • Autotransportes de Carga Tres Guerras
  • Zap
  • Hospital Espanhol
  • Vodacom Business
  • Yota
  • MTS
  • Vodafone Romania





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
  • 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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