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When mobile phones first appeared, few realised how quickly the suitcase-sized bricks would become so small, powerful and ubiquitous. Many early users in the mobile phone revolution were the self employed, as it allowed them to get new business while working on the current project. Many will have carried this mentality with them as they grew their ventures to become SMBs and larger enterprises.
Now a basic tool for any business, the mobile or cellular phone has extended to deliver data as well as voice. Similar cellular technology has been added into laptops and handheld computers to bring them access to mobile data, and sometimes voice, through IP telephony.
This report looks at the degree to which small and medium sized businesses (SMBs) have taken advantage of these types of devices, how they are changing the way their employees work and where this might cause challenges.
The research behind this report involved interviews with 240 managers with responsibility for fixed and mobile communications in SMBs from the UK, France, Germany and Sweden. Each organisation interviewed employed between 1 and 500 workers.
The report is intended to be read by those who face a similar management task in their own organisation, as well as those who are looking to see how to get best business value from mobile telecommunications and ensure this adds, rather than subtracts, value from their business.
Quocirca would like to thank all the participants for their time to take part in the telephone interviews from which the data for this research was derived, and RadioFrame Networks for its sponsorship of the research.
SMBs from different European countries share many challenges. They need to be flexible, resourceful and adaptable to keep themselves afloat when times are hard, avoid unnecessary risks, and capitalise on new ideas.
Advances in communications and working styles have been welcomed and adopted, and this can be seen in the way SMBs promote themselves and try to reach their customers. Mobile phone numbers are displayed on the sides of builders vans or listed in business phone directories, brochures proffer an invitation to contact though enquiries@smb.com and websites offer callbacks at the click of a mouse.
These trends are clearly seen by looking at the changes on what details are listed on business cards; in the mid 1990s a fixed phone and fax number sufficed for many, but they are now likely to include a myriad of ways to make contact (Figure 1). Faxes still have a part to play, even if dedicated machines have been replaced by scanners and printers or multi-function devices. For some industries and users, however, fax provides a universal accessible medium for sharing scanned images. Some may still feel faxes convey more legal weight, although email is often just as acceptable.
While some older technology, such as Telex, lingers on, most prominent now is the email address and mobile phone number, as both deliver on the need for a direct link to a particular person, but provide flexibility by not expecting the individual to be in a fixed location. Both also bring a level of immediacy to the communication; real in the case of mobile phones, and presumed in the use of email, as many senders assume recipients will reply almost immediately.
Confusingly, however, these days many people have several telephone numbers listed representing different forms of telephony, each with their own idiosyncrasies and expectations:
- Mobile phones are generally assumed to give direct contact to the individual—at work, at home or travelling—and rapid responses are expected, even when voicemails are left. However the poor voice quality or risk of call dropping will influence some not to make critical calls on a mobile or calls to someone they do not know.
- Switchboard numbers convey an air of privacy or protection to allow another person to filter, control or direct incoming calls.
- Direct dial fixed numbers indicate either a tendency to be more office based or, if displayed along with a mobile, might be called by those hoping to leave a voicemail for later response, rather than make direct or immediate contact.
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