Abstract
Australia' s mobile market remains a vibrant and growing market in the face of
the economic slowdown. In the business market, enterprise mobility activity
has reached new peaks with record levels of 3G phone, smartphone and mobile
data usage. In difficult times, Australian companies are forced to “do
more with less” and mobile technologies have become a key vehicle to
achieve that goal.
Produced as the flagship report in Telsyte' s Business Decision Maker Series,
this study provides a detailed investigation and comprehensive analysis of
mobile and wireless technology usage trends among Australian businesses.
Key findings from this study include:
- Australian businesses have voted cost cutting, productivity and
collaboration as their top business priorities this year, with investments in
UC and mobility topping the list.
- The Australian business market is projected to generate $6.5 billion in
service revenue this year, with one in five mobile phone users classified as
business users.
- BlackBerry remains the leader in the smartphone segment. In fact, its lead
has widened over Nokia in the past year. With the rise of Apple and Google in
the smartphone OS market, Microsoft' s popularity has shrunk markedly as a
platform to standardise on.
- Mobile broadband, the fastest-growing segment of the mobile industry, is
used by 15% of the workforce. Its ARPU has declined significantly year-on-year
to $90 while the average USB dongle cost stands at around $150.
- Mobile email remains the most popular business application mobilised by
corporate Australia. Its penetration has now gone past the half-way mark to
reach 53% of companies, a healthy growth of almost 10% points from last year.
- Notable growth is detected in the use of instant messaging/presence,
location services and social networking, which Australian businesses are
starting to use to allow customers to be kept up-to-date on their products and
services.
- A slow economy has forced Australian firms to focus on internal cost
cutting and efficiency improvement priorities. As a result, while mobile Line
of Business (LOB) applications led by CRM continue to drive the next wave of
enterprise mobility activities, their growth has been subdued in the past 12
months.
- While increased efficiency and cost reductions remain the overall drivers
of enterprise mobility activities, customer service has come in as the
second-most important driver.
- After cost consideration, integration with existing IT systems is the most
significant challenge, in support of the emphasis organisations place on
mobilising UC and LOB applications.
Telsyte recommends suppliers assist business end-users with their cost and
benefit justification, provide mobile solutions as part of UC, and harness the
power of consumer applications.
Australian Mobile Usage and Directions, 2009 End-User Survey is a
40-page report includes 33 Figures and 4 Tables.
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