Mobile Enterprise Services Promise Unique Growth Opportunity for Emerging Markets

Feb 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.

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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 Keitel, 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 Keitel.

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 Keitel. "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. This report is priced at $3495 and can be purchased online here ( 410_MOBENT) or by contacting Amalia Vega at or telephone at +1-809-330-4520.

About Pyramid Research

Pyramid Research ( offers practical solutions to the complex demands our clients face in the telecommunications, media and technology industries. Our 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 over 100 countries - a distinction that has remained unmatched for more than 25 years. As the telecom research arm of the Light Reading Communications Network, Pyramid Research works with Heavy Reading, providing the communications industry's most comprehensive market data, trusted research and insightful technology analysis.

About Light Reading

Founded in 2000, Light Reading ( is the leading online media, research, and focused event company serving the $3 trillion worldwide communications market. is the ultimate source for technological and financial analysis of the communications industry, leading the media sector in terms of traffic, content, and reputation. Light Reading's research arms, Heavy Reading and Pyramid Research, provide the most comprehensive communications research, market data, and technology analysis in close to 100 markets around the world. Light Reading produces nearly 20 targeted communications events including TelcoTV, and TelcoTV Asia, Ethernet Expo New York and Ethernet Europe, and The Tower Summit @ CTIA, as well as focused one-day events tailored for cable, mobile, and wireline executives in the US, Europe, India, and China. Light Reading was acquired by United Business Media in August 2005 and operates as a unit of TechWeb.

About TechWeb

TechWeb (, the global leader in technology media and professional information, enables people and organizations to harness the transformative power of technology. Through its three core businesses - media solutions, marketing services and paid content - TechWeb produces the most respected and consumed brands and media applications in the technology market. More than 14 million business and technology professionals (CIOs and IT managers, Web & Digital professionals, Software Developers, Government decision makers, and Telecom providers) actively engage in TechWeb's communities and information resources monthly. TechWeb brands includes: global face-to-face events such as Interop, Web 2.0, Black Hat and VoiceCon; award-winning online resources such as InformationWeek, Light Reading, and Network Computing; and market-leading InformationWeek, Wall Street & Technology, and Advanced Trading magazines. TechWeb is a UBM company, a global provider of news distribution and specialist information services, with a market capitalization of more than $2.5 billion.

About United Business Media Limited

UBM (UBM.L) focuses on two principal activities: worldwide information distribution, targeting and monitoring; and, the development and monetization of B2B communities and markets. UBM's businesses inform markets and serve professional commercial communities - from doctors to game developers, from journalists to jewelry traders, from farmers to pharmacists - with integrated events, online, print and business information products. Our 6,500 staff in more than 30 countries are organized into specialist teams that serve these communities, bringing buyers and sellers together, helping them to do business and their markets to work effectively and efficiently. For more information, go to

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