Why Segmenting the Enterprise Market is Vital to Operators in Emerging Markets
Jun 25, 2012
CAMBRIDGE, Mass., June 25, 2012 /PRNewswire/ -- When looking at telecom opportunities in emerging markets, much of the focus has been on the growth of mobile devices and services due to less-developed fixed markets, the success of the low-cost prepaid mobile operator business model and growth strategies addressing lower-income segments. As mobile growth rates slow and the market starts to mature, market segmentation becomes more important, and the consumer/enterprise split is the primary way in which to distinguish customer types, according to a new report from Pyramid Research (www.pyr.com).
ICT Needs of Enterprises in Emerging Markets focuses on the enterprise opportunity as it pertains to emerging markets. The analysis will include examples and analysis from more developed markets to better understand how emerging markets are likely to develop and to highlight the best practices employed by leading operators in these markets. An important focus of the report is to look at the scope of products and services that an operator can offer in the enterprise market, the ways in which to expand the portfolio, and the potential benefits and risks of doing so.
"The business market is segmented primarily by size, with categories including zero-employee businesses (owner only), micro, small and medium, large (corporate and multinational) enterprises," says Pyramid Research Analyst at Large, Jan ten Sythoff. In general, microenterprises account for around 90% of all businesses, and large businesses account for less than 0.5%, with SMEs making up the difference. The breakdown of formal businesses into these three segments can be done in different ways, including breakdown by businesses, breakdown by employees, and breakdown by revenue (or contribution to GDP). "Segmenting businesses by size is useful in terms of breaking down demand for access and connectivity, as well as for allocating resources for channels to market and support services for these products," he adds.
ICT Needs of Enterprises in Emerging Markets is part of Pyramid's thematic report series, and is priced at $3,495. Download an excerpt or purchase the report here. For more information, contact Jarka Justova (for those in EMEA or Asia-Pacific) or Juan Gobbi (for those in Latin America or North America).
Marketing Director, Light Reading Communications Network
Pyramid Research (www.pyramidresearch.com) offers practical solutions to the complex demands our clients face in the global communications industry. Its analysis is uniquely positioned at the intersection of emerging markets, emerging technologies and emerging business models, powered by the bottom-up methodology of our market forecasts for more than 100 countries – a distinction that has remained unmatched for more than 25 years. As a telecom research arm of the Light Reading Communications Network (www.lrcn.com), Pyramid Research contributes to the only integrated business information platform serving the $4 trillion global communications industry.
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SOURCE Pyramid Research