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Western Europe's Mobile Carriers Must Keep Targeting Consumers |
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29 June 2005: Mobile operators are right to try to increase companies' use of their services, but businesses will still only account for a fifth of connections at the end of 2009, according to research from Gartner. Operators cannot afford to neglect private phone users:
Table 1: Business and Consumer Split of Mobile Connections, WESTERN EUROPE, 2004-2009
Despite the mobile operators' greatest efforts to target business users and therefore benefit from the higher average revenue per user (ARPU), there is still a slow increase in the business share of the market. This means that the business market alone will not be enough to maintain mobile operators' revenue growth, so operators should continue to focus their efforts on the consumer as well.
Recommendations to mobile network operators:
- Give business pricing to match its needs: flat rate fees for data services at least, and lower roaming charges to entice the use of mobile connections when traveling
- Focus on increasing consumers' use of data services by offering applications with attractive and clear pricing
- Offer converged solutions in the form of a 'one-stop-shop' that makes services easier for clients to manage - mobile operators with no fixed-line business should look at partnerships to benefit from the convergence trend
Note to editors:
Individual country business and consumer splits of mobile connections between 2004 and 2009 are also available for France, Germany, Italy, Spain, Sweden and the UK.
Press Contact:
If you would like to speak to the analyst that wrote this report, please contact Bite Communications on Tel: +44 (0)20 8834 3508 or email: gartner@bitepr.com.
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About Gartner:
Gartner, Inc. is the leading provider of research and analysis on the global information technology industry. Gartner serves more than 10,000 clients, including chief information officers and other senior IT executives in corporations and government agencies, as well as technology companies and the investment community. The Company focuses on delivering objective, in-depth analysis and actionable advice to enable clients to make more informed business and technology decisions. The Company's businesses consist of Research and Events for IT professionals; Gartner Executive Programs, membership programs and peer networking services; and Gartner Consulting, customized engagements with a specific emphasis on outsourcing and IT management. Founded in 1979, Gartner is headquartered in Stamford, Connecticut, and has over 3,900 associates, including more than 1,100 research analysts and consultants, in more than 75 locations worldwide. For more information,
visit www.gartner.com.
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