New Analyst Report by Mobile Market Development

Mobile Market Development and Wireless Profits has just published a report, that I authored, called Enterprise Mobile Data Solutions which is now available here.

The following is the synopsis.

Enterprise customers potentially offer MNOs (mobile network operators) high profitability, low churn rates and strong demand for mobile data services - but they bring challenging application requirements as well. Additionally, neither of the purchasing models of large enterprises or SMEs make it a given that MNOs will achieve the value-added primary relationship with regard to mobile data solutions that would assure future margins in this sector of the market.

• Large enterprises will be likely to partner with vendors and systems integrators with specialist skills and knowledge of the business area, potentially making MNO selection a tactical issue based on coverage and price and allowing for multiple, competing MNOs to be selected.
• Smaller enterprises (SMEs) are more likely to buy off-the-shelf solutions with some customisation performed by value-added-resellers.

As a consequence, a large and profitable market with strong growth may be difficult to address efficiently by MNOs unless they configure offerings and develop partnerships that will work well with the enterprise customers' own business and purchasing models. Mobile Market Development has researched and analysed this market to identify specific trends, strategies and models that can be used by MNOs to help them profitably address this market and its opportunities. The report concludes with a range of recommendations, some addressing the specifics of individual segments of the opportunity and others that deal with the overall approach that MNOs need to take to maximise their return from the very large spend that enterprises will make over the next few years in order to upgrade efficiency and effectiveness in their own mobile workforce.

Table of Contents
1
Overview
1
2
Introduction
2
2.1
Background to the Report
2
2.2
Report Content
3
2.3
Currency and Conversions
3
3
The Mobile Enterprise Market
5
3.1
Historical Perspective of Market Development
5
3.2
Current Market Status, Size and Growth
7
3.3
The Future - Convergence of Mobile Technologies
9
3.3.1
Introduction
9
3.3.2
GPS Integration
10
3.3.3
Location Based Services
10
3.3.4
Mobile Workflow Extensions from the Enterprise
10
3.3.5
Turn by Turn Navigation and Route Optimisation
11
3.3.6
Geotagging - Static and Dynamic
11
3.3.7
Mobile Business Analytics
12
3.3.8
Network-Centric Businesses
12
3.3.9
Enterprise 2.0 and Mobile Data Solutions
12
3.3.10
Mobile Training Videos and Live Video Streaming
12
3.3.11
Smartphones - Personal and Professional
13
3.3.12
Mobile Device Management
13
4
Sales & Distribution Models
14
4.1
Introduction
14
4.2
Orange's Partner Progamme and The Application Shop
14
4.3
AT&T MEAP
16
4.4
BlackBerry App World
18
4.5
Alltel Wireless Business Solutions
19
4.6
AT&T and Psion Teklogix
19
4.7
Sales and Distribution Channels Analysis
20
5
Mobile Enterprise Application Segments
22
5.1
Introduction
22
5.2
Size-Based Segments
22
5.2.1
Large Enterprise Markets
22
5.2.2
SME Markets
23
5.3
Mobile Field Service Automation
23
5.3.1
Industries Served
25
5.3.2
Value Propositions
25
5.3.3
Recommendations
27
5.4
Mobile Sales Force Automation
28
5.4.1
Industries Served
28
5.4.2
Value Propositions
29
5.4.3
Recommendations
29
5.5
Mobile Asset Management
30
5.5.1
Mobile Proof-of-Delivery
30
5.5.2
GPS Fleet Tracking and Fleet Management
30
5.5.3
Industries Served
31
5.5.4
Value Propositions
31
5.5.5
Recommendations
31
5.6
Facility and Asset Management
31
5.6.1
Industries Served
32
5.6.2
Value Propositions
32
5.6.3
Recommendation
32
5.7
Mobile Resource Management (MRM)
32
5.7.1
Industries Served
33
5.7.2
Value Propositions
33
5.7.3
Recommendation
33
5.8
Mobile Data Collection
33
5.8.1
Common Use Areas for Mobile Data Collection
34
5.8.1.1
Mobile Inspection Services
34
5.8.1.2
Mobile Job Estimates
35
5.8.1.3
Mobile Insurance Applications
35
5.8.2
Recommendation
35
5.9
Machine to Machine (M2M)
36
5.9.1
NV Energy and Telemetric M2M Case Study
36
5.9.2
Recommendations
37
5.10
Mobile Public Safety Applications
37
5.10.1
Recommendations
37
5.11
Mobile Health Monitoring and Telemedicine
37
5.11.1
Mobile Health Monitoring and Hemophilia
38
5.11.2
Recommendation
39
6
Mobile Device Considerations
40
6.1
Introduction
40
6.2
How Enterprises Select Mobile Devices
40
6.2.1
Environmental Factors
40
6.2.2
Using the Device in the Real World
40
6.2.3
Device Technology & Functionality Issues
41
6.2.4
Budget Issues
42
6.2.5
Deals Available
42
6.2.6
Reliability and Support
42
6.3
How Enterprises Support Mobile Devices
43
6.3.1
Supporting and Managing the Mobile User
43
6.3.2
Technical Fixes
45
6.3.3
Security, Control & Central Support
45
6.3.4
Operational, Commercial & Management Issues
46
6.4
Recommendation
47
7
Recommendations
48
7.1
Introduction
48
7.2
Market Opportunity
48
7.3
Segment Recommendations
48
7.4
Overall Recommendations
50

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Author Kevin Benedict
Independent Mobility Consultant, Wireless Industry Analyst and Marketing Consultant
www.linkedin.com/in/kevinbenedict
twitter: @krbenedict
http://kevinbenedict.ulitzer.com/
http://mobileenterprisestrategies.blogspot.com/
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