SAMPLE PAGES Enterprise Mobile Value-Added Services in Latin America: Major Forces Driving and Inhibiting MVAS for MNOs Daniel Ramos Senior Analyst Guillermo Hurtado Senior Analyst Single User Price: US$ 1,195 This report is part of Pyramid Research s series of Latin America Reports April 2015 Edition 2015 Pyramid Research Enterprise mobile value-added services strategies for MNOs in Latin America
Executive Summary Although demand for enterprise mobile value-added services (MVAS) in Latin America is increasing, MNO MVAS offerings are still under-developed in the region. MVAS will become critical to the Latin America MNO value proposition, as the solution will help increase business revenues and improve customer retention. An enterprise investment survey conducted by Pyramid Research s sister company, Current Analysis, showed that 85% of Latin American enterprises expect their MVAS spend to increase in the next 12 months, but only 24% of those enterprises look to MNOs to manage their MVAS. We believe there is a significant opportunity for MNOs in the region to increase their share because they own the network infrastructure and have relationships with SMBs, large enterprises and corporate segments. Over the next five years, we expect MNOs to invest significantly in technologies to help automate the development, provisioning, billing integration, sales and marketing of MVAS. MNOs will adopt technology platforms from well-established vendors such as AirWatch (VMware), SAP, IBM, AppDirect, Jasper, ThingWorx, among others. MNOs in Latin America will face challenges with MVAS implementation. The MVAS ecosystem in the region is still immature, which limits available local support across the service lifecycle. The first section of this Telecom Insider Report presents definitions and player landscape. The report then presents the market context including MVAS adoption trends based on the enterprise survey, and looks at the major forces driving and inhibiting the adoption of MVAS by enterprises in the region. The report also presents three case studies from MNOs that provide an in-depth view of the enterprise MVAS solutions MNOs are implementing. It concludes with a set of key findings and recommendations. Daniel Ramos is a Senior Analyst based in Boston. He is responsible for Pyramid s Enterprise Cloud and Machine-to-Machine (M2M) Service Strategy Practices and is a member of the firm s Latin America team. Daniel has authored numerous reports analyzing enterprise cloud and IoT/M2M technologies and their impact on service provider business strategies. He has also developed market sizing and forecasting models for the M2M market in Latin America. Daniel Ramos Senior Analyst 2015 Pyramid Research Enterprise mobile value-added services strategies for MNOs in Latin America 2
Key Findings This report finds that Latin America is at an inflection point, where a combination of technology adoption and demand forces will help enterprise MVAS take off. The penetration of LTE and smartphones, the adoption of MVAS platforms and the emergence of FMC networks are the pivotal factors that can lead to massive MVAS growth in the near future in Latin America. But MNOs face significant challenges due to the lack of local qualified professionals to sell, implement and support MVAS; and from the complexity of selling to multiple individual business units. Latin America MNOs face strong competition from large ITSPs. The study shows that Latin American enterprises often look to large ITSPs such as IBM and HP (Exhibit No. XX) to manage their MVAS. These companies will continue playing an important role in the design, build, deliver and manage phases of MVAS offers, including the physical infrastructure (i.e., hardware), particularly for large enterprises and corporations. IBM should gain traction through its recent partnership with Apple. Despite this competitive threat, MNOs in the region will invest in MVAS platforms and collaborative partnerships from these vendors, and can play a central role because of their ability to integrate mobile connectivity services and MVAS, and to simplify commercialization, provisioning, billing and support of services. International case studies show that experienced operators had initially developed strategies focused on the large enterprise/corporate and MNC segments, to then develop plans focused on the SMB segment. MNOs are leveraging their corporate segment skills and competencies and implementing MVAS platforms (i.e., mobile applications marketplace) that help massive reach-out to the SMB segment. 2015 Pyramid Research Enterprise mobile value-added services strategies for MNOs in Latin America 3
Reasons to Buy This Telecom Insider helps executives build proactive, profitable growth strategies by offering comprehensive, relevant analysis of the Latin American region s enterprise cloud services market opportunity, competitive environment and best practices for telcos and equipment vendors. The report offers a wealth of data on enterprise cloud services within the SaaS, IaaS and CaaS service categories across the region as a whole as well as within specific markets studied for the report. The competitive landscape and the most successful strategies are given extra attention, enabling local players or prospective market entrants to gain the insight they need. The broad but detailed perspective will help telcos, equipment vendors and other telecom industry players to succeed in the challenging enterprise cloud services sector across the Latin American region. The report is designed for an executive-level audience, boasting presentation quality that allows it to be turned into presentable material immediately. 2015 Pyramid Research Enterprise mobile value-added services strategies for MNOs in Latin America 4
Latin American enterprise MVAS budgets will grow in the near future Of the Latin American enterprises that already use MVAS, most expect to increase their MVAS spending in the near future. This translates into opportunities for MNOs and technology vendors in the region. XX% of Latin American enterprise survey respondents expect their MVAS expenditures to increase in the next 12 months. In addition, XX% of Latin American enterprise survey respondents plan to increase their MVAS between XX% and XX%, showing the strong growth opportunity for MNOs, ITSPs and technology vendors. EXHIBIT 8: ENTERPRISE PLANS REGARDING MVAS SPENDING OVER THE NEXT 12 MONTHS, LATIN AMERICA Further, XX% of companies interviewed plan to increase their budget more than XX%, proving that enterprises in the region are making MVAS a top priority to empower the mobile workforce with collaboration and productivity tools. EXHIBIT 9: EXPECTED CHANGE IN MVAS SPENDING OVER THE NEXT 12 MONTHS, LATIN AMERICA Increase Remain unchanged Decrease Increase more than 25% Increase 11-25% Increase 5-10% Increase less than 5% Remain unchanged Decrease Source: Current Analysis 2014 Enterprise Investment Plans Survey Source: Current Analysis 2014 Enterprise Investment Plans Survey 2015 Pyramid Research Enterprise mobile value-added services strategies for MNOs in Latin America 5
% of total mobile subscriptions % of total handset sell-through LTE and smartphone adoption will boost MVAS adoption Latin American MNOs are adjusting their mobile data plans and MVAS to capitalize on the increased demand for data by LTE subscribers. They can also take a more active approach by developing and implementing MVAS over LTE. With the latter, mobile operators can increase the average revenue per user, and accelerate the return on their LTE network investments. Technology enabler The combination of LTE and smartphone adoption will empower mobile workers to work from virtually anywhere, which will drive demand for MVAS services. At the same time, corporate-owned and employee-owned smartphone and tablet adoption will act as a catalyst in generating demand for MVAS. Employee-owned devices, also known as bring your own device (BYOD), will drive demand for mobile device management (MDM) solutions, which allow faster adoption and integration (e.g., selfservice on-boarding) of other MVAS. EXHIBIT 16: LTE AS A PERCENTAGE OF TOTAL MOBILE SUBSCRIPTIONS, LATIN AMERICA, 2014-2019 EXHIBIT 17: SMARTPHONES AS A PERCENTAGE OF TOTAL HANDSET SELL-THROUGH, LATIN AMERICA, 2014-2019 2014 2015 2016 2017 2018 2019 Source: Pyramid Research 2014 2015 2016 2017 2018 2019 Source: Pyramid Research 2015 Pyramid Research Enterprise mobile value-added services strategies for MNOs in Latin America 6
The increasing adoption of enterprise mobile applications intensifies security threats Security concerns have become a main inhibitor for the adoption of mobile applications. Enterprises are concerned about exposing private data and their internal network infrastructure to the outside world. For some industry verticals, security threats are even more dangerous because they can affect the enterprise s compliance with local government and industry regulations. Because of these reasons, and consistent with the survey results (see Exhibit Service delivery inhibitor The transition from desktop-centric to mobile-centric enterprise applications can increase security threats for enterprises. 13), Pyramid Research believes that IT departments will continue focusing on protecting data in the event of loss or theft of the device. On the upside, these requirements can be fully supported by the MDM and EMM platforms in the market today. Despite technology advances, security threats are constant and will require on-going resources and capabilities from enterprises to proactively prevent, monitor, control and protect their internal data and network. EXHIBIT 22: ENTERPRISE MOBILE APPLICATIONS THREATS Source: AT&T, IBM 2015 Pyramid Research Enterprise mobile value-added services strategies for MNOs in Latin America 7
Table of Contents SECTION PAGE Introduction: MVAS taxonomy and service offering 4 Enterprise MVAS definition and service providers Enterprise MVAS value chain and the role of MNOs Enterprise Internet of Things (IoT) and Machine-to-Machine (M2M) services Enterprise mobile application services Market context: Enterprise MVAS adoption trends in Latin America 10 Enterprise investment plans survey results Enterprise MVAS offering in Latin America Market drivers and inhibitors 15 Technology drivers Service delivery inhibitors Market detail: Case studies 23 AT&T in US Telefonica in Latin America Nextel in Mexico Key findings and recommendations 33 Appendix: Acronyms and definitions 36 2015 Pyramid Research Enterprise mobile value-added services strategies for MNOs in Latin America 8
Table of exhibits Exhibit 1:Enterprise MVAS Leading Technology Vendors And Exhibit 16:LTE As A Percentage Of Total Mobile ITSPs Subscriptions, Latin America, 2014-2019 Exhibit 2:Enterprise Mobile Services Value Chain And The Exhibit 17:Smartphones As A Percentage Of Total Handset Role Of The Mobile Operator Sell-Through, Latin America, 2014-2019 Exhibit 3:Enterprise IOT / M2M Service Categories Exhibit 18:MVAS Offerings, Selected Latin American MNOs, Exhibit 4:Mobile Application Service Categories 2015 Exhibit 5:Mobile Professional Services And Managed Service Exhibit 19:MVAS Platforms Vendors Categories Exhibit 20:IBM Differentiated Marketing Approach For CIO/IT Exhibit 6:Breakdown Of Survey Respondents By Region Managers And Developers Exhibit 7:Current And Planned Usage Of MVAS Among Latin Exhibit 21: Telefonica M2M Global Partner Program American Enterprise Clients Exhibit 22:Enterprise Mobile Applications Threats Exhibit 8:Enterprise Plans Regarding MVAS Spending Over Exhibit 23:AT&T MVAS Profile, United States, 2015 The Next 12 Months, Latin America Exhibit 24:AT&T S MVAS Approach Exhibit 9:Expected Change In MVAS Spending Over The Next Exhibit 25:AT&T MVAS Milestones & Performance, 2012-12 Months, Latin America 2015 Exhibit 10:MVAS Management Strategy Among Enterprises, Exhibit 26:Telefonica MVAS Profile, Latin America Latin America Exhibit 27:Telefonica MVAS Approach, Latin America Exhibit 11:Enterprise MVAS External Management Partner, Exhibit 28:Telefonica MVAS Milestones And Performance, By Type, Latin America 2012-2015 Exhibit 12:Departments Involved In The Decision Making Exhibit 29:Nextel Mexico MVAS Profile Process For MVAS, Latin America Exhibit 30:Nextel Mexico MVAS Approach Exhibit 13:Security Requirements Enterprises Place On Exhibit 31:Nextel Mexico MVAS Milestones & Performance, Employee-Owned Devices, Latin America 2012-2015 Exhibit 14:MVAS Portfolio Of Selected Latin American MNOs Exhibit 15:Factors Affecting The Development Of Enterprise MVAS, Latin America 2015 Pyramid Research Enterprise mobile value-added services strategies for MNOs in Latin America 9
About Pyramid Research ADVISING LEADERS IN THE GLOBAL COMMUNICATIONS INDUSTRIES ON EMERGING MARKETS AND SERVICES OPPORTUNITIES Pyramid Research (www.pyramidresearch.com) offers practical solutions to the complex demands our clients face in the global communications industry. Its analysis is uniquely positioned at the intersection of emerging markets, emerging technologies and emerging business models, powered by the bottom-up methodology of our market Forecasts for more than 100 countries a distinction that has remained unmatched for more than 25 years. HOW WE COVER COMMUNICATIONS MARKETS Our highly structured analysis closely examines the performance, technology trends, macroeconomic and regulatory environment, of service providers and equipment vendors in each of the more than 100 countries we cover. Using a bottom-up approach, we size market demand across services and countries, and conduct end-user surveys to validate adoption trends and anticipate shifts in demand. Our commitment to intensive, direct interviewing of regulatory authorities, service providers and manufacturers complemented with end-user data ensures the most reliable portrait of every market we examine. 2015 Pyramid Research Enterprise mobile value-added services strategies for MNOs in Latin America 10
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