Mobile Applications to Boost ARPUs

by CXOtoday Staff    Feb 22, 2007

Mobile operators are increasingly turning to mobile office applications to improve the average revenue per user (ARPU) amidst stagnating subscriber numbers and decline in voice revenues. They are likely to concentrate on mobilization of vertical industry applications and business processes in the future.

Integrated service offerings combining voice and data services for enterprise users allow better utilization of network capacities and generate new revenue streams for operators.

The growing numbers of mobile workers focusing on improving operational efficiency and customer experience, is fuelling growth of mobile enterprise applications and services in Asia-Pacific.

Frost & Sullivan, a global growth consulting company, supports the development of innovative strategies for more than 40 years. The company’s industry expertise integrates growth consulting, growth partnership services, and corporate management training to identify and develop opportunities.

Frost &Sullivan, Asia Pacific Enterprise market analysis reveals that revenues cover 12 major Asia-Pacific countries which totaled US$20.68 billion in 2006 and expects to be US$35.51 billion by end-2011, at a CAGR (compound annual growth rate) of 11.4 percent (2006-2011).

Although the mobile enterprise market is fairly new in Asia-Pacific, it has demonstrated growth in the last four years. The Asia-Pacific mobile enterprise segment is estimated to be US$23.5 billion by end-2007 - almost twice its market size in 2003.

The mobile enterprise market includes mobile revenues from the enterprise segment covering corporate voice services, mobile office, and applications such as field force automation, customer relationship management and enterprise resource planning.

Mobile office applications, especially mobile e-mail applications, shows growth, highlighting the importance of corporate sector customers.

The mobile enterprise segment is a small revenue contributor to the regional mobile market. This is mainly due to the increasing market segmentation and strategies of service providers in terms of mobile nterprise-to-mobile revenue ratio.

“Much of the growth is likely to emanate from mobile e-mail and mobile data services, which have been significant revenue contributors in the mobile enterprise segment,” said Frost & Sullivan manager Janice Chong.

Cost justification, return on investments and security concerns are key challenges towards large-scale adoption of mobile office applications. The lack of market segmentation for solutions, targeting the SMEs makes it a costly investment.

The Asia Pacific Mobile Enterprise Market study is part of the Mobile and Wireless subscription, which includes research services in mobile communications, location based services, premium content and applications and mobile video services.