Frost & Sullivan: North American Enterprises Recognize the Business Value of Premium Mobile Applications
A majority of companies today realize the importance of mobilizing their business processes and workflows. A key growth driver for the North American mobile enterprise applications market is the promise of a fast, hard dollar return on investment (ROI). Frost & Sullivan's First Quarter 2010 survey of mobile and wireless decision-makers examined enterprise preferences and plans around four premium mobile enterprise applications - mobile workforce management, next-generation fleet management, mobile office, and mobile sales force automation (SFA). Considering the high level of satisfaction reported with each of these applications, it is apparent that ROI expectations are being squarely met.
New analysis from Frost & Sullivan (http://www.wireless.frost.com), 2010 North American Mobile Enterprise Applications Outlook, finds that the four highlighted mobile enterprise applications earned revenues of approximately $2.84 billion in 2009, and forecasts this annual figure will reach $10.87 billion in 2015. The study can serve as the demand-side cornerstone for each application category's analysis - providing the IT decision-maker perspective regarding perceived need, deployment plans, adoption barriers, brand awareness, and key ROI metrics.
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Current users of premium mobile solutions identified a broad assortment of ROI impacts, all of which can profitably influence the bottom line of a business.
"ROI-related measures of success included reduced paperwork, improved service response times, and more accurate billing. They also included increased revenues, a faster sales cycle, and less employee overtime," says Frost & Sullivan Senior Industry Analyst Jeanine Sterling. "The 'soft benefit' of increased customer satisfaction was also always ranked highly in our survey."
Despite an abundance of ROI-based success stories, the Frost & Sullivan survey of 300 North American companies revealed that issues surrounding upfront costs continue to be cited as the key barrier to adoption for the four major mobile data applications. Application developers and their channel partners must address these concerns head-on by reducing initial customer investment requirements, as well as marketing their solutions more effectively.
"The cost of adding or upgrading mobile devices, integrating the solution with current back-office systems, and handling any customization needs are cited by interested businesses as major reasons for non-adoption," notes Sterling. "While the specifics can vary by application category and by country (Canada vs. U.S.), it is clear that many companies still find the upfront expense unaffordable at this time."
On the pricing front, the move toward a software as a service (SaaS) monthly fee model helps tremendously, especially when the hardware expense can be bundled into the monthly charge. Vendors must also continue to increase the standardized components of their solution and keep customization complexity to a minimum. From a marketing standpoint, more verticalized solutions and more case studies that are pertinent will help convince naysayers to pilot a mobile solution. Very importantly, according to the survey responses, current solution users also remain excellent prospects for expanded deployments and incremental sales.
2010 North American Mobile Enterprise Applications Outlook is part of the Mobile & Wireless Growth Partnership Services program, which also includes research in the following markets: Mobile Resource Management (MRM), Mobile Office Email and PIM, Mobile Field Asset Management (FAM), and Mobile Sales Force Automation/CRM. All research services included in subscriptions provide detailed market opportunities and industry trends that have been evaluated following extensive interviews with market participants.
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