Australian Business Mobile Usage and Directions, 2007 End-User Survey: Industry

Australian Business Mobile Usage and Directions, 2007 End-User Survey

Product Type: Market Research Report
Published by: Telsyte
Published: July 2007
Product Code: R671-77

Description

Every year, Telsyte conducts Australia’s largest telecommunications business end-user survey. Based on the results of that survey, this study is the flagship report in Telsyte’s Business Decision Maker Series.
It offers a detailed investigation and comprehensive analysis of mobile and wireless technology usage, preferences and adoption trends among Australian businesses by providing:
· A snapshot of the Australian business mobile market, including mobile workforce and business mobile penetration, user number, ARPU, and usage of voice and non-voice services;
· Business mobile decision-making process, including the roles of influencers and decisionmakers, and use of external consultants;
· Current and planned adoptions of mobile and wireless technologies (such as 3G data cards, wireless broadband, and mobile VoIP) and solutions (such as wireless email, mobile CRM, and location-based), as well as adoption drivers and inhibitors;
· Preferences for mobile carriers and mobile device vendors, churn rates and reasons, device replacement cycle and standardisation of mobile operating systems, and business end-user perceptions of mobile carriers; and
· Conclusion and recommendations. The analysis in this study primarily focuses on the overall business market, with supplementary analysis being carried out by business size segment. However, where appropriate, analysis by vertical industry, geography and telephony vendor is also provided.

Table of Contents

1 INTRODUCTION 5

1.1 Methodology 5

1.2 Definitions 7

2 EXECUTIVE SUMMARY 8

3 BUSINESS MOBILE MARKET AND DECISION-MAKING PROCESS 10

3.1 2007 Australian Business Mobile Market 10

3.2 Mobile Solution Influencers and Decision Makers 10

3.2.1 Mobile solutions are internally influenced… 10

3.2.2 … And the big boss makes the decision 11

3.3 Most Effective Sales and Marketing Techniques 12

3.4 Use of External Consultants 13

4 BUSINESS MOBILE USAGE AND SPENDING 15

4.1 Mobile Workforce and Business Mobile Phone Penetration 15

4.2 Business Mobile Spending 16

4.2.1 Healthy mobile ARPU behind overall business telecom spend 16

4.2.2 Voice remains the mobile “killer app” 17

4.3 Adoption of Mobile and Wireless Solutions and Technologies 18

4.3.1 Wireless email dominates but mobile business apps are emerging fast 18

4.3.2 3G and smart phones’ impressive inroads 19

4.4 Drivers and Inhibitors of Mobile and Wireless Adoptions 20

4.4.1 It’s all about internal drivers… for now 20

4.4.2 Show me the money! 21

5 CARRIER PREFERENCES AND PERCEPTIONS 23

5.1 Preferred Business Mobile Carriers 23

5.2 Business Mobile Churn 24

5.2.1 One in five businesses have churned 24

5.2.2 And half would churn again 25

5.3 Mobile Carrier Perceptions 27

6 MOBILE DEVICE AND OPERATING SYSTEM PREFERENCES 30

6.1 Preferred Business Mobile Device Vendors 30

6.2 Mobile Device Replacement Cycle 31

6.3 Mobile OS Standardisation 31

7 CONCLUSION AND RECOMMENDATIONS 33

8 RELATED RESEARCH 35

Figures

Figure Page

Figure 1 — Australian Mobile Market Revenue by User Segment, 2007 10

Figure 2 — Stakeholders’ Level of Influence on Business Mobile & Wireless Solutions, 2007 11

Figure 3 — Final Decision Maker of Business Mobile & Wireless Solutions, 2007 11

Figure 4 — Marketing Techniques’ Level of Influence on Mobile & Wireless technology

Selection & Purchase, 2007

12

Figure 5 — Choice of External Consultants in Deployment of Mobile &Wireless Projects, 2007 13

Figure 6 — Areas of Professional Advice Sought, 2007 14

Figure 7 — Proportion of Mobile Employees by Business Size, 2007 15

Figure 8 — Business Mobile Phone Penetration by Business Size, 2007 16

Figure 9 — Australian Business Mobile Monthly ARPU by Business Size, 2007 17

Figure 10 — Business Mobile Spending by Service Category, 2007 18

Figure 11 — Current and Planned Adoption of Wireless Applications, 2007 19

Figure 12 — Current and Planned Adoption of Wireless Technology, 2007 20

Figure 13 — Enterprise Mobility Deployment Drivers, 2007 21

Figure 14 — Enterprise Mobility Deployment Inhibitors, 2007 22

Figure 15 — Australian Business Mobile Primary Service Provider, 2007 23

Figure 16 — Business Mobile Churn in last 2 years by Business Size, 2007 24

Figure 17 — Business Mobile Churn Reasons in last 2 years, 2007 25

Figure 18 — Future Business Mobile Churn Intentions by Business Size, 2007 25

Figure 19 — Future Business Mobile Churn Reasons, 2007 26

Figure 20 — Australian Business Perception of Mobile Carriers - Most Competitive Pricing 27

Figure 21 — Australian Business Perception of Mobile Carriers - Best Technology Innovation 27

Figure 22 — Australian Business Perception of Mobile Carriers - Best offerings for Business 28

Figure 23 — Australian Business Perception of Mobile Carriers - Best Customer Service 28

Figure 24 — Australian Business Perception of Mobile Carriers - Ease of Doing Business With 29

Figure 25 — Primary Supplier of Business Mobile Phones, 2007 30

Figure 26 — Australian Business Mobile Replacement Cycle, 2007 31

Figure 27 — Mobile Device OS Standardisation Plans, 2007 32

Tables

Table Page

Table 1 — Distribution of Telsyte’s 2007 Survey Respondents by Business Size 6

Table 2 — Distribution of Telsyte’s 2007 Survey Respondents by Vertical Industry 6

Table 3 — Distribution of Telsyte’s 2007 Survey Respondents by Job Role 6

Table 4 — Distribution of Telsyte’s 2007 Survey Respondents by Geographical Location 7

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