Over the next five years, the bright spot for the Western European mobile services market will be the business segment. While the overall market will decline 3.6%, an update to ABI Research’s business customer market data set indicates that mobile services revenues for the business segment will increase by 1.3%.
Practice director Dan Shey advises, “While greater emphasis on the business segment is the right strategy, Western European operators will have to move beyond standard mobile data services offers to solutions that meet specific occupational and vertical needs. Line of business applications, hosted solutions, and mobility management services are three opportunities.”
The bottom line, regardless of the solution, is that operators will need to increase the ’stickiness’ of their relationships with business customers to serve this segment in an increasingly competitive environment.
Selected highlights of this data set include:
o Verticals that spend the most on voice services will see the greatest loss in ARPUs over the forecast period. These include construction, mining, and administrative services.
o The healthcare industry will see the greatest increase in mobile business customers.
o The professional, scientific and technical business verticals will experience the highest revenue growth and see the slowest decrease in ARPUs. ARPU levels will be maintained by data services and mobile broadband adoption serving computer programmers, architects, engineers and scientists.
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