Abstract
Profitability is today a key word among the Mobile Network Operators and
Service Providers in mature markets such as Scandinavia. With a penetration
rate far above 100%, there is no longer the potential for rapid growth through
new subscriptions. Consumer customer churn in Scandinavia is mostly about
winning existing users from other providers (and losing them too). At the same
time competition has brought down prices to a level much closer to the cost
for fixed telephony. Mobile providers in Scandinavia have therefore been
looking into new service areas to keep or increase their revenues; in
particular targeting the enterprise segment. Offering solutions to move users
and usage from fixed to mobile networks is one area of focus but providers are
also selling new solutions to increase overall usage and revenues, through
delivering clearly identifiable enterprise effectiveness and efficiency
improvements.
To address the need for increased profitability from enterprise customers,
providers have needed to focus on retention and avoid high sales costs while
delivering new enterprise solutions. Mobile providers have not only had the
challenge of developing solutions that are attractive to the customers but
also to be able to offer and deliver solutions with profitability. Costs
associated with distribution and provisioning of solutions in addition to
costs of production can undermine the benefits from providing new
functionality to enterprise customers.
Enterprise mobility has been a market feature in Scandinavia longer than in
other markets and the features of the market (small size, highly competitive,
very advanced) mean that the providers in this market have had to develop
extremely competitive and attractive solutions. Drawing from Mobile operator
service development initiatives and end user case illustrations, this report
examines the Scandinavian experience with enterprise mobility and uses it to
develop a series of six actionable recommendations for MNOs in other
geographies that wish to improve their exploitation of this extremely
important market segment.
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