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Beyond the Bit Pipe
The Mobile Operator's Responsibility to its Corporate Customers
There has been a great deal of speculation in the communications industry about the future direction for mobile operators. Will their utility roots hamper them in exploiting their investment in expensive data networks to gain an acceptable return? The more important question, however, is whether operators can step up to the mark and deliver the kind of advice, service and support that their corporate customers need and are beginning to ask for.
KEY FINDINGS
-Mobile business communications continue to grow Companies see more spending on mobile telecoms, for over 70% it was increasing either modestly or rapidly. Despite ongoing sensitivity to voice call costs, these increases are largely based on airtime. Data is accounting for much of this, as access to corporate applications and data services, which has been the subject of many trials, broadens to wider deployment through 2005.
- Business needs are seldom changed by technology only thrown into sharper relief Enterprises have made significant investments in core IT applications, and recognise that development of mobile access allows greater usage and extends business processes to the point of use ? wherever that may be. Wireless access to corporate information outside the office isn't a new development, but is now more obvious and more widespread with almost 20% of companies already active, and over 50% becoming active.
- New technologies create options, but also uncertainties Wireless technologies, like Wi-Fi don't have the same level of adoption as cellular for mobile data, but over 70% of respondents would like to offload the network selection issue by having agglomerated service packages that include the different wireless networks in a coherent package. Beyond this, the next logical step to incorporate fixed line connectivity is less appealing, but only 32% dismissed the possibility altogether.
- The mobile communication supplier landscape is evolving Employees need transparent mobile connectivity across national borders, and for this to include different forms of networking. So far, attempts to provide international support with an alliance model similar to that employed in the airline industry is proving difficult with 57% unaware of either of the European alliances, Freemove or Starmap. Even with awareness, there is still caution, as many remember the past failings of similar models between fixed operators.
- Businesses are looking for deeper and more trusting relationships with their suppliers 40% want strategic advice on technology and services, over 60% want tactical advice on how to get the best out of wireless data services, and there is a continuing interest in outsourced and hosted services. These need additional software, hardware and integration skills, with operators playing an important role as partner or catalyst in a broader ecosystem addressing businesses needs for a whole solution.
- A strategic relationship is in the best interests of all Almost 70% of businesses welcome a strategic relationship with their operator suppliers, echoing previous research results. A closer partnership benefits everyone. Operators add value and become more than bit-pipe utilities. Enterprises gain service provision instead of disjointed communications, allowing them to focus on enabling their business processes and not technology problems. The question is, can operators step up to the mark?
Introduction
Mobile communications has evolved from the supply of straightforward voice calls and point to point pager or text messaging to a more function rich set of media, providing closer integration with IT. No longer should mobile communications be seen as an adjunct to existing IT, but something to be more deeply integrated within.
This increases significantly the complexity of service provision, as a broader range of skills are required to offer a total solution. These skills do not exist in a single supplier, but require a combination of suppliers to work in concert, in a close relationship with the customer. If mobile operators are not actively participating at this level, their service is simply a utility, forcing their customers to build the relationships themselves, and for that, they may well go elsewhere.
The aim of this report is to look at the emerging needs of enterprise mobile communications. As background to this, 240 managers in larger organisations with responsibility for, or active involvement in the relationship with mobile operators were interviewed.
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