Mobile Workforce Management Market Prepackaged Mobile Field-based Worker Applications in North America

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1 Mobile Workforce Management Market Prepackaged Mobile Field-based Worker Applications in North America December 2013

2 Contents Section Slide Numbers Executive Summary 4 Market Overview 10 Total Mobile Workforce Management Market External Challenges: Drivers and Restraints 24 Forecasts and Trends 31 Demand Analysis 39 Competitive Analysis 44 Mega Trends and Industry Convergence Implications 56 The Last Word 61 Appendix 64 3

3 Executive Summary The North American mobile workforce management (MWM) market is growing steadily, with 2013 annual revenue from packaged solutions projected to total $ million. This figure is expected to grow to $ billion by 2018, with a CAGR of percent. Traditional field service management (FSM) providers are rapidly mobilizing their desktop software solutions and have become full participants in the MWM effort (field-based service and repair employees are a major target market for MWM solutions in addition to the pick-up and delivery, home healthcare, utilities, and government sectors). FSM experts such as Astea International Inc., ClickSoftware Technologies Ltd., and TOA Technologies join SAP AG (parent of previous Syclo, LLC) and mobile-first application developers Xora, Inc., FleetCor (Telenav Inc.), Actsoft Inc., and Antenna Software, Inc. as market leaders throughout this study s forecast period. A dominant distribution channel and key stakeholder in this market is the wireless carrier, who pioneered and legitimized the MWM product category during the past decade. The carriers enjoy unequaled access to the small and mid-sized business (SMB) sector, but face strong competition for large enterprise sales from desktop software vendors and systems integrators. As businesses become more comfortable with deploying mobile worker applications, MWM solutions are a top choice. Current users are highly satisfied with these applications and point to an impressive list of positive business impacts, including reduced paperwork, faster trouble ticket resolution, higher job completion rates and enhanced customer satisfaction and engagement. 5

4 Executive Summary (continued) Certain factors act as barriers to adoption, however, vendors recognize these purchase inhibitors and are working to address them. Barriers include continued customer concerns about upfront costs (including any new mobile devices and required professional services), the vulnerability of company and customer information, a lack of internal MWM expertise, and a still-struggling economy and its impact on profitability. A testament to the long-term benefits of mobile workforce management solutions is the fact that approximately half of current users plan to expand their deployments during the next twelve months. This is a persistent finding when researching MWM decision-makers and contributes to the healthy revenue CAGR forecasted for the category. More line-of-business (LOB) executives have taken the lead in purchasing MWM solutions, however, the IT organization is reinserting itself in the decision process. As companies deploy an increasing number of mobile applications, the need for a more comprehensive, IT-managed platform approach is becoming clearer to the executive suite. During 2013, there were few significant technological advancements made by the mobile-first application developers. The desktop vendors demonstrated more creativity and innovation, and they are expected to lead with additional advancements during the time period. 6

5 Executive Summary Market Engineering Measurements Market Overview Market Stage Total Mobile Workforce Management Market: North America, 2013 Market Revenue Market Units/Volume Average Annual Subscription Price Market Size at End of Forecast Period Growth $ M M $ $ B (2013) (2013) (2018) Base Year Market Growth Rate Compound Annual Growth Rate Customer Price Sensitivity Degree of Technical Change Market Concentration % % % (CAGR, ) (scale:1 [Low] to 10 [High]) (scale:1 [Low] to 10 [High]) (% of market share held by top 3 companies) Decreasing Stable Increasing For a tabular version click here. Note: All figures are rounded. The base year is

6 Executive Summary Market Engineering Measurements (continued) Competitor Overview Number of Competitors Number of Companies that Exited* Number of Companies that Entered* (active market competitors in base year) (2013) (2013) Decreasing Stable Increasing *Companies with revenue of more than $50M revenue. Note: All figures are rounded. The base year is

7 Executive Summary CEO s Perspective The clear, repeatedly validated productivity and customer engagement benefits of MWM solutions translate into a strong competitive advantage for users. Customer preference for cloud-based (vs. on-premise) mobile workforce management applications is steadily growing, promising easier, more affordable deployments IT organizations are starting to reassert their purchase decision-making role, although LOB heads should remain firmly involved. The future value of MWM solutions will be their ability to quickly absorb, analyze, and react to reams of previously-inaccessible field data. 9

8 Market Overview Definitions The Market: The mobile workforce management (MWM) software category encompasses those solutions that use wireless and location technologies to locate, track, and/or manage mobile field workers and their work processes. The solutions analyzed in this study are those that are designed for mobile handhelds, such as smartphones, tablets, and ruggedized mobile computing devices. This is an employee-facing mobile solution category that is sometimes labeled mobile field service management, field force management, or field service automation. This study focuses on prepackaged, not custom, MWM solutions. The Region: This study addresses the North American marketplace, which includes the United States and Canada. The Forecasts: Because the mobile enterprise application is a service, the usual unit terminology does not apply. Instead, a key metric is the number of individual users or subscribers. The packaged solutions discussed in this study can be hosted and, therefore, are available at a monthly per-user price point. They may also be available on a license basis. Discounts for volume and term commitments are often available. Forecasted mobile workforce management revenue is defined as the revenue collected by the channel for the user s right to experience a mobile workforce management solution. Only the application software revenue is included. The average price is calculated by dividing the total application revenue by the number of users. 11

9 Market Overview Acronyms API Application Programming Interface HTML Hypertext Markup Language B2C Business to Consumer IT Information Technology B2E Business to Enterprise LOB Line of Business CSV Corporate Software (Suite) Vendor MRM Mobile Resource Management CEO Chief Executive Officer MWM Mobile Workforce Management CIO Chief Information Officer OEM Original Equipment Manufacturer CxO Corporate Officer ROI Return on Investment EAM Enterprise Asset Management SaaS Software as a Service EMM Enterprise Mobility Management SI Systems Integrator ERP Enterprise Resource Planning SMB Small and Mid-sized Business FFM Field Force Management TCO Total Cost of Ownership FSA Field Service Automation VAR Value-added Reseller FSM Field Service Management WAN Wide Area Network GPS Global Positioning System WLAN Wireless Local Area Network 12

10 Market Overview Key Questions This Study Will Answer In what stage of development is this market? What is the anticipated level of expansion during the next four to five years? What are the barriers to adoption faced by the mobile workforce management vendors in this market? What are the trends driving this market? What are the most effective distribution methods in the mobile workforce management market, and will they continue to dominate? How are channel roles expected to evolve? Who are the top participants in the market? What are the major drivers behind sales success? How are mobile workforce management solutions viewed, in terms of business necessity, by prospective customers? 13

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