Time for operators to wake up, warns Yankee Group

The European mobile enterprise market is at an "inflection point" characterised by growing demand that has caught many operators unprepared, analysts reported today.

A newly published Yankee Group report said that several mobile network operators are only now rushing to adapt their strategies to take advantage of demand from business customers.

The analyst firm noted that the leading European mobile operators (Orange, T-Mobile and Vodafone) are leading the charge to define coherent and segmented enterprise strategies that offer higher value to consumer and business customers.

This approach is already proving successful for the three operators, which are experiencing increased influence and positioning in the enterprise market.

Yankee Group maintained that the Western European mobile business market has historically been something of a paradox, and that enterprise customers generate a disproportionate amount of revenue.

However, as operators pursue segmented business-to-business strategies they are achieving greater penetration levels per enterprise, especially in the small and medium business market.

"Directional change in corporate strategy by Europe's leading mobile operators over the past 18 months proves that the growth of the European mobile enterprise market is promising," said Nicholas McQuire, senior analyst for wireless/mobile in Europe at Yankee Group.

"The future success of these market leaders will be based on their ability to become trusted enterprise IT advisors on mobility, and to create diverse customised service portfolios."