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この調査レポートは、新興市場における法人向けのモバイルサービス市場の将来性について、調査・分析しています。

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.

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 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, although adoption will pick up across the world in coming years.
• 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.

Key Questions Answered

• What factors drive the mobile enterprise opportunity globally? In emerging markets?
• What makes the business market attractive to mobile operators?
• What is the role of the informal economy in the mobile enterprise market? How can informal enterprises best be targeted?
• How can the business market be segmented most advantageously?
• Is smartphone adoption a prerequisite for advanced enterprise services? What are the alternatives?
• Where do mobile broadband, feature phones and cloud computing fit in? How about data applications such as email, m-commerce and SMS?
• Are M2M services a viable opportunity in emerging markets?
• What approaches do service providers use in emerging markets to reach small businesses? Multinational corporations?
• What are the advantages of fixed-mobile convergence, including bundling and femtocells?
• Are operators finding success targeting businesses in emerging markets? Which operators? How?

Target audience

Mobile operators:
Evaluate the opportunity for targeting businesses in emerging markets. Learn from numerous examples of innovative and successful strategies. Analyze approaches to segmenting markets and identify profitable niches. Identify factors that help operators differentiate their offerings in the pursuit of business with businesses. This report is your guide to strategies for selling mobile services to enterprises in emerging markets, from ground-breaking applications in telematics and telemetry to creative uses of established technologies such as SMS.

Equipment vendors:
Assess the needs of mobile operators in various environments by understanding the mobile enterprise services market. Use our forecasts to develop sales plans and identify key market opportunities. Vendors will benefit from a clear understanding of what makes enterprise customers different from consumers and the likely direction that business services in emerging markets will take in the future.

Investors:
Locate opportunities in specific types of business environments. This report will help you evaluate and develop strategies that will position your portfolio investments to take advantage of one of the more lucrative growth areas of wireless communications networks in emerging markets.

Fixed operators:
Identify the competitive threat mobile players pose in the enterprise market. Learn how fixed-wireless services such as WiMAX are used by operators and enterprises to offer connectivity to enterprises in emerging markets.

Companies mentioned in this report

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 RCS&RDS 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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TABLE OF CONTENTS

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 Targeting the core markets of fiber and copper
5.2 Bundling 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

企業のモバイルサービスは新興成長市場で独特の成長

マサチューセッツ州ケンブリッジ、2010年2月4日
固定とモバイルの統合サービス(FMC)やモバイルブロードバンドなどの、新興市場での企業向けモバイルサービスは、大規模な導入が見込まれており、収益促進の主要な牽引要因となるだろうと、米国調査会社ピラミッドリサーチ社とライトリーディング社は報告している。

ピラミッドリサーチ社の調査レポート「新興市場の企業向けモバイルサービス市場調査:革新とビジネスチャンスの調査 ー Mobile Enterprise Services in Emerging Markets:A Survey of Innovation and Opportunities」は、新興市場のあらゆる規模の企業を対象とするモバイルサービスを調査している。この65ページの調査レポートは、サービスとモバイルネットワークオペレータを、それぞれの市場の違いに注目して、より成熟した市場と比較しながら調査している。様々なビジネス向けのサービスと、特定のイニシアチブを査定し、SMS、Eメール、モバイル商取引、デジタル署名などのアプリケーションの役割や、M2Mサービス、テレマティックス、テレメトリにも注目している。携帯電話、ネットブック、ラップトップPCについても述べている。モバイルオペレータ、企業、WiMAXオペレータの7つのケーススタディは、メキシコのAutotransportes de Carga Tres Guerras、ケニアとタンザニアのZap、ブラジルのHospital Espanhol、南アフリカのVodacom Business、ロシアのYotaとMTS、ルーマニアのVodafoneを調査対象としている。(後略)

(原文)
Mobile Enterprise Services Promise Unique Growth Opportunity for Emerging Markets

Cambridge, Massachusetts, February 4, 2010 – 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, the telecom research arm of the Light Reading Communications Network.

Mobile Enterprise Services in Emerging Markets analyzes the prospects of mobile services targeting enterprises of all sizes in emerging markets. The 65-page 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.

There is significant opportunity for adoption of mobile enterprise subscriptions in emerging markets; in developed markets, 30 to 40 percent of employees have a mobile subscription, while the penetration rate in emerging markets is only 5 to 20 percent, notes Tim Kridel, Analyst at Large and author of the report. “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 Kridel.

While 25 to 35 percent of mobile broadband subscriptions in developed markets are business, the portion is much higher in emerging markets – typically over 50 percent.  “Some operators are positioning mobile broadband as a complete voice and data offering for small enterprises,” explains Kridel. “Telemetry (remote monitoring and measuring) and telematics (automotive digital communications) are growth markets, particularly in Africa and individual countries, such as China and Russia,” he adds. “And there are new growth markets as well – particularly in the machine-to-machine segment, and there are also underexploited ones – in particular the informal business market.”

Mobile Enterprise Services in Emerging Markets is part of Pyramid's research report series. A blend of primary research and qualitative analysis, Pyramid's research reports offer comprehensive coverage of the fixed and mobile communications space and enable those in the communications industry to stay ahead of changing market dynamics.