Mid-Market untapped opportunity for the wireless industry - report

September 27, 2004

Significant opportunities still exist for European mobile network operators (MNOs) servicing the mid-market enterprise, according to the Yankee Group report, European Mobile Operators Lack Strategic Relationships with Mid-Market Companies. The report's findings were based on results from the Yankee Group 2004 European Mid-Market Communications Survey of 523 European enterprises:

Basic wireless data services, such as mobile e-mail and GPRS connectivity, already are in wide use, but there are few plans to increase penetration of these services significantly within organizations.

Mid-market employees upgrade mobile phones frequently. This trend will enable new wireless technologies, such as 3G and PWLAN, to penetrate the existing wireless data user base quickly.

A perception of high costs remains the most significant inhibitor of wireless data deployment among mid-market companies.

Among U.K. MNOs, Vodafone and Orange are perceived as the leading brands for business communications services. T-Mobile leads in Germany, Vodafone in Spain and Orange in France.

"From this extensive survey of the European mid-market enterprise customer, we can be certain that significant opportunities remain for wireless data solutions providers," says Declan Lonergan, Yankee Group Wireless/Mobile Europe director. "These customers are satisfied with their basic mobile voice services, but they do not view mobile operators as strategic partners for deploying more advanced services. Despite this, there is no reason why today's barriers to wider adoption of wireless data cannot be overcome through partnerships between supply-side players and a more integrated service offering to end users."