CAMBRIDGE, UK, June 27, 2001 - A new report, Successfully Marketing Mobile Data Services to SMEs, will be published this week by Analysys - the global advisors in telecoms and new media (www.analysys.com).
In the report, Analysys forecasts that by 2006, nearly 90% of the mobile data service revenues from the business segment in Western Europe will come from small and medium-sized companies (SMEs). It also predicts that most of the demand for mobile data services will come from only a small proportion of these businesses and suggests practical actions for telecoms operators and IT companies that want to develop this market.
"SMEs are considered a difficult group to target," explains report author, Julie Robson, "but our survey of over 300 SMEs from a range of countries, company sizes and industry sectors has helped us to identify a group, making up 10% of SMEs, that are ready to access mobile data services now and are willing to pay a premium over their usual mobile telecoms bills to do so."
The report suggests that while this key group of 'data-ready' SMEs are attracted by fast mobile access to data applications, their awareness of mobile network technologies and, in particular, General Packet Radio System (GPRS), is limited. It argues that the key lies in promoting a range of fully-supported and integrated services that enhance SMEs' existing business practices.
"Mobile network operators really need to ramp-up their efforts in marketing to SMEs," says Robson. "Although most mobile operators recognise SMEs as a key target, there is insufficient emphasis on creating effectively-branded data services; most of their effort in promoting new services, such as GPRS, is currently directed at large corporate businesses."
The report reviews how mobile network operators market services to SMEs and compares this with the more effective strategies used by IT vendors in addressing the small business market. It concludes that mobile network operators will face big challenges in dominating SME mobile data services as non-telecoms players manoeuvre themselves into this lucrative market.
The report is available in two packages, priced at £1000 (US$1700), which includes one paper copy + one hour analyst support, and £1250 ($2125), which includes electronic access + one paper copy + one hour analyst support. Telephone +44 (0) 1223 341300 or email email@example.com.
About Analysys (www.analysys.com)
Analysys, the global advisors in telecoms, IT and new media, works at the forefront of the communications revolution, delivering advice and insight to established and new entrant players. From offices in Cambridge, London, Glasgow, Madrid, Milan, Munich, Paris, Kuala Lumpur, San Francisco and Washington DC, over 250 Analysys staff provide strategy and systems consultancy, information services and start-up support to the companies which are creating the networked economy.
Analysys reports, on-line services and conferences provide authoritative coverage of this convergent industry, based on an unrivalled ability to fuse real-world experience, rigorous research and forward-looking analysis.
Recent reports include:
* Market Realities of IP VPNs (July 2001)
* Controlling the 3G Value Chain (July 2001)
* Interactive Consumer Broadband: Sex, Sport and Shopping? (June 2001)
* Evaluating the Business Case for 3G Network Sharing (June 2001)
* Business-to-Business Infrastructure Providers: Network Operators in Ecommerce (April 2001)
* IP Local Loop: Key Facts (April 2001)
* Business-to-Business E-billing (March 2001)
* Mobile Location Services and Technologies (February 2001)
* Internet Service Providers in Western Europe 3rd Edition (January 2001)
* Mobile Market Leaders 2nd Edition (January 2001)
* Delivering DSL in Europe (December 2000)
* 3G, MVNOs & Acquisitions: Opportunities for Entering New Markets (November 2000)
* ASPs: Business Models and Application (October 2000)
* Mobile Portals and ASPs (October 2000)
Media contacts for interviews/report executive summary:
Martin Brooke Associates
Tel: +44 (0)1223 264050
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