There is significant scope for greater adoption of mobile enterprise subscriptions in emerging markets as fixed mobile convergence (FMC) and mobile broadband will play key drivers of revenue, according to a new report from Pyramid Research.
There is a significant opportunity for the adoption of mobile enterprise subscriptions in emerging markets; in developed markets, 30-40% of employees have a mobile subscription, while the penetration rate in the emerging markets is only 5-20%. "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," says Tim Keitel, analyst, Pyramid Research.
While 25-35% of mobile broadband subscriptions in developed markets are business, the portion is much higher in emerging markets-typically over 50%. According to another research from ResearchandMarket,"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 under-exploited ones, in particular, the informal business segment in emerging markets."
Enterprises around the world including those in India are aware of the benefits of enterprise mobility. They understand the value of anytime, anywhere access to corporate data from any location and its competitive advantage.” He gives the instance of how Indian corporates are accessing emails on mobile phones. Especially in the Indian market, mobile enterprise services is one of the focus areas for all operators and holds tremendous potential.
New technologies like Apple iPad, Mobile CRM is set to revolutionize the enterprise mobility market in India. Large enterprises, who have to reach to their extended 'feet on street', would leverage mCRM to get the right information at the right time. This will eliminate a whole set of processes that are currently done manually, and hence reduce the time needed for obtaining data from fifteen days to an instant. With private operators all set to launch 3G services and with the enterprise segment showing interest, mobile VAS is all set to boom in the coming months in the Indian market.
arpitap@cybermedia.co.in
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