Companies are deploying enterprise mobility solutions to enable better accessibility for their employees and enhance customer care services. Enterprise mobile users are realizing the significance of being able to access mission-critical or operational data and information from any location and at any time. Apart from enabling faster turnaround, quick decision-making, and higher efficiency, it can also help to ratchet down operational costs.
Owing to these and other multiple benefits, the enterprise mobility market is poised for robust growth.
New analysis from Frost & Sullivan (mobile.frost.com), Enterprise Mobility Market in India, finds that the market earned revenues of over INR 346.1 crores in FY2008-09, and estimates this to reach INR 1,880.7 crores in FY 2015-16.
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"The emergence of 3G and WiMax is likely to further accelerate market momentum," says Frost & Sullivan Senior Research Analyst Lavanya Palani Batcha. "With the growing number of high-end affordable mobile devices possessing features such as high storage capacity and greater operating system speed, it is anticipated that this will trigger interest among enterprise mobile users."
Although the overall outlook looks bright, some overwhelming restraints are preventing the market from achieving stronger traction. Considering that highly confidential and sensitive corporate data is being made accessible through public networks, security concerns have come to the fore. Threats from e-mail-borne viruses, spam, and device theft are some of the more significant security concerns.
Cost has also been a limiting factor for the adoption of high-end phones. High investments in terms of infrastructure, enterprise servers, and license fees have deterred several enterprises from adopting these solutions. However, faced with declining average revenue per user (ARPU), telecommunication service providers are exploring various avenues including value-added services (VAS) to stem the decline.
Device compatibility is another pertinent issue surrounding handsets. Applications that can run on one handset are unlikely to run on another. To address this concern, applications must offer compatibility with any handset. The lack of awareness on the advantages offered by enterprise mobility is another stumbling block for the market growth.
Awareness is higher among the senior management, but it has not percolated to the other rungs within organizations. Rugged handhelds, which are made available to lower level, on-field employees, are exceptions in this case.
"Sensitization and awareness campaigns by the telecommunication service providers and other key stakeholders will serve to alleviate major security concerns in the mindset of enterprise users," says Batcha. "The various encryption techniques and methodologies that can be employed in order to preserve the sanctity of corporate data must be showcased to enterprise customers in order to gain their trust and interest in enterprise mobility applications."
Stakeholders in the enterprise mobility market ecosystem such as telecommunication service providers must unleash aggressive awareness campaigns to promote their offerings. Targeting specific enterprise verticals and offering bundled solutions customized to the needs of a particular enterprise would guarantee successful business outcomes.
Going forward, demand is expected to stem from models, which have deeper engagement and add direct value to the enterprise business. In India, core business applications that include sales force automation (SFA), customer relationship management (CRM), and supply chain management (SCM) hold huge promise for the future. The furious pace of market expansion underpins the requirement for up scaling handset technology and applications. This can be achieved by active collaboration between handset manufacturers and application service providers.
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