Defining the Emerging European Enterprise Mobility Market


Yankee Group says that the European mobile enterprise market is at an inflection point, where growing demand presents European mobile operators with a chance to capitalize on the market opportunity. 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 both consumer and business customers. This approach is already proving successful for Orange, T-Mobile and Vodafone, which are experiencing increased influence and positioning in the enterprise market.

According to Benchmarking Europe’s Leading Mobile Operators in the Enterprise Market, a Yankee Group Report published on May 4, 2006, mobile network operators (MNOs) are only now realizing the business segment is becoming a more critical piece of their corporate strategy. Historically, the Western European mobile business market has been somewhat of a paradox and enterprise customers generated a disproportionate amount of revenue. However, as operators now pursue segmented business-to-business strategies, they are achieving greater penetration levels per enterprise, especially in the small and medium (SMB) 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, Yankee Group Wireless/Mobile Europe senior analyst. “The future success of these market leaders-Orange, T-Mobile and Vodafone-will be based on their ability to become trusted enterprise IT advisors on mobility and to create diverse, customized service portfolios for their customers.”