Enterprise Mobility: Trend Analysis to 2012 (Strategic Focus)

Introduction

Due to the relative immaturity of the mobile enterprise market, it can be immensely difficult to get a clear understanding of how the mobility industry is evolving. This report aims to provide clarity to vendors and investors in mobility solutions, by identifying the key market trends and forecasting future growth opportunities.

Report Highlights
Highlights

The market for mobile enterprise solutions is undoubtedly growing but a comprehensive analysis of the mobility market reveals that growth will be slower than expected, due to enterprise pain points not being completely addressed, and vendors' marketing strategies not clearly demonstrating return a on investment. The competitive landscape is still maturing and enterprises are receiving mixed messages from vendors all claiming to be the market leader and offering an 'end to end' solution. Channel to market is important and vendors should consider enterprise preferences for a hosted or behind the firewall solution, and make full use of resellers, partners and mobile network operators. It is also important to target key messages at the right individuals within enterprises and be aware of budget constraints.
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TABLE OF CONTENTS
Overview 1
Catalyst 1
Summary 1
Key Messages 2
The market for mobile enterprise solutions is growing steadily 2
Hardware is the largest growth area in enterprise expenditure 2
Financial Services Institutions have the highest adoption rates of mobility solutions 2
Healthcare providers are set to make the most greenfield investments in mobility 2
Mobility is unlikely to be an enterprise's largest IT project in 2008 2
Fixed mobile convergence will break through eventually 3
The demand for mobile enterprise applications is growing slowly 3
Security and integration concerns are currently the greatest barriers to adoption 3
Network operators are playing an increasingly prominent role in the enterprise market 3
Channel strategies vary according to the solution and vendor 3
Table of Contents 4
Table of figures 5
Table of tables 5
Market Opportunity 6
The market for mobile enterprise solutions is not fulfilling its promise 6
Defining enterprise mobility 6
Return on investment must be proven 6
Rates of investment and penetration vary by geography, industry and company size 6
The market for mobile enterprise solutions is growing steadily 7
Western Europe and Asia Pacific will show the largest overall growth in absolute terms 7
Hardware (devices) is the largest growth area in enterprise expenditure 8
The penetration of mobility solutions has been increasing 10
Enterprises will continue to invest in all mobility technologies over the next two years 12
The bundling of solutions may explain consistent growth across the mobility market 12
Financial Services Institutions have the highest adoption rates of mobility solutions 12
The benefits of enterprise mobility are clear in the manufacturing and retail industry 13
Wireless payment applications an interesting growth area 13
Healthcare providers are set to make the most greenfield investments in mobility 14
Enterprises must be educated about the mobility solutions available to them and the potential RoI 15
Larger enterprises are more likely to deploy mobility solutions 16
Market penetration is slowing in the large enterprise space 17
Large enterprises spend the most on mobility solutions 18
Mobility is unlikely to be enterprises' largest IT project in 2008 19
The value of investments in mobility is smaller 20
Technology Evolution 21
Fixed mobile convergence will break through eventually 22
The philosophy of Mobile to Mobile (MMC) Convergence is gradually being adopted 22
Desk phone investment may become redundant 22
A dream of interoperability, but the reality is very different 23
The demand for mobile enterprise applications is growing slowly 23
Devices need to be user friendly, secure and easy to manage 23
Enterprises need secure device management solutions 24
Customer Impact: Enterprise Pain points have to be addressed 25
The Return on Investment for mobility solutions can be proven 25
Business process improvements are driving investments in mobility technologies 25
Cost is not the top objective when deploying mobility 26
Mobility can help reduce enterprises' carbon footprint 26
Security and integration concerns are the greatest barriers to adoption 26
Security is still perceived to be an issue despite vendors' claims that it is not a problem 27
Cost and device lifetime are also inhibiting enterprises 28
There is not always a business case for mobility solutions 28
The lack of regulations and proliferation of devices may be confusing for enterprises 28
There are increasing opportunities for mobility solutions across all verticals 28
Enterprise mobility has traditionally been deployed for field force automation 28
Public welfare agencies have made mobility investments 29
There is a lot of demand from the healthcare sector for mobility solutions 29
Field Force sales within Pharmaceutical is a key growth area 30
Mobile email is more popular for financial services and sales 30
Insurance and financial planning are key adopters of mobility solutions 30
Investment banking / stock trading 31
Competitive Landscape 32
The leading vendors in enterprise mobility provide a variety of offerings 32
Network operators are having an increasingly prominent role in the enterprise market 33
The competitive landscape in the enterprise mobility market is fragmented 33
IBM, RIM and Nokia are market leaders 35
HP, Microsoft, Motorola, Oracle, Sybase iAnywhere are considered as the primary challengers 35
Summary scores reveal low end users sentiment towards mobility solutions on offer 36
Mindshare in the mobility market is dominated by two large vendors: HP and IBM 37
There is not yet a clear leader in the increasingly competitive enterprise mobility market 38
Go to Market 40
Channels to market are important for vendors to expand their businesses 40
As the market matures, preferred routes to market are changing 40
Both the CEO and CIO are likely to have some degree of influence over mobility decisions 40
Resellers and partners offer advantages for vendors to expand their audience 42
Channel preference is related to company size 43
Analysis of mature markets reveals that enterprises prefer an on site solution 43
Spanish and Italian enterprises are most likely to purchase their mobility solutions direct from a supplier 44
Channel varies according to the solution and vendor 45
MNOs offer another route to market for vendors 45
Vendors should recognize that many employees purchase handsets from retail outlets 46
Vendors need to be clear when marketing their solutions how they will benefit enterprises 46
Concentrate on solutions for improving business processes 46
Provide transparency on costs and security 46
Target key verticals and geographies where growth is strong 46
As the market grows, strengthen solution breadth 46
APPENDIX 47
Definitions 47
Methodology 48
Further reading 48
Ask the analyst 49
Datamonitor consulting 49
Disclaimer 49
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Table 1: Enterprise expenditure on mobility solutions by region ($m) 8
Table 2: Global enterprise mobility expenditure ($m) 10
Table 3: Penetration of mobility solutions and projected greenfield investments in 6 months 11
Table 4: Penetration of solutions and projected investment in 6 months/2 years 11
Table 5: Breakdown of enterprise mobility expenditure by vertical and region 2008 ($m) 14
Table 6: Penetration of mobility solutions by vertical in the next 6 months? 2 years? 16
Table 7: Penetration of mobility technologies by size band, investment in next 6 months/2 years 18
Table 8: Enterprise mobility expenditure by size band ($m) 19
Table 9: Which technology area is your single biggest IT project in 2007 fall under? 20
Table 10: What are the key benefits you expect from mobility? 26
Table 11: What issues prevent your organization from investing in mobility solutions? 27
Table 12: The Enterprise Mobility Decision Matrix* 34
Table 13: Enterprise Mobility Decision Matrix - vendor scores summary 37
Table 14: Please pick two firms which you believe to be 'leaders' in enterprise mobility 38
Table 15: Rank the 2 most influential positions for investment decisions regarding mobility 41
Table 16: What is your preferred approach to buying mobility technologies? 43
Table 17: What is your preferred approach to buying mobility technologies? 45

Figure 1: Western Europe and Asia Pacific will show the largest growth in absolute terms 7
Figure 2: Hardware will experience the largest growth 9
Figure 3: The penetration of mobility solutions is gradually increasing 10
Figure 4: Financial services is the largest vertical for mobility expenditure in 2008 12
Figure 5: The healthcare industry is driving growth in mobility 15
Figure 6: Large enterprises have a much higher penetration of mobility solutions 17
Figure 7: Enterprise mobility expenditure by size band 18
Figure 8: Mobility deployments are unlikely to be enterprises largest IT project 19
Figure 9: Cellular technology evolution 21
Figure 10: Improved business processes is the key benefit of enterprise mobility solutions 25
Figure 11: Enterprises consider security concerns to be their top inhibitor 27
Figure 12: Leading vendors provide a variety of offerings 32
Figure 13: The Enterprise Mobility Decision Matrix 34
Figure 14: IBM and HP are leaders in enterprise mobility mindshare 37
Figure 15: The CEO is the most influential position for making mobility investment decisions 41
Figure 16: Two thirds of enterprises purchase their mobility solutions through resellers 42
Figure 17: Enterprises in Germany and Italy prefer to deploy mobility as a hosted service 44
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