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SUMMARY
Mobile E-mail has recently been widely reported to be a major revenue
opportunity for MNOs. Analysts are predicting widespread use of e-mail,
particularly within the corporate environment. Established players and new
entrants are developing and deploying solutions in this area, in anticipation
of continued growth in the market. Part of the rationale for the optimism
regarding mobile e-mail futures has been the rapid growth in penetration of
Research In Motion's BlackBerry push e-mail solution. However, growth in
BlackBerry penetration is already slowing, which is not indicative of a market
that is relatively underdeveloped.
In order to check whether the high level of optimism around mobile e-mail is
justified, we have undertaken an analysis of the market potential in the UK.
As a market where data use has developed early and is relatively high, but
still similar in character to other Western markets, the UK is felt to provide
a useful case study that will be applicable to many other markets around the
world. The purpose of this presentation is to provide MNOs with an objective
analysis of the factors that will encourage and limit mobile e-mail deployment
in both the consumer and corporate space, to help with assessment of the scale
of the opportunity in their own markets.
This presentation first examines the background to mobile e-mail:
- What types of product exist to support e-mail users when away from their
desktop environment?
- Who are the key players and what do they offer?
- How has the market developed so far?
Industry and analyst opinion is then examined, and the motivations for and
constraints on mobile e-mail deployment are then presented. Conclusions and
implications are then followed by recommendations for MNOs, including how much
revenue can be expected from the mobile e-mail application, which are the key
target market segments and whether the return will justify the investment.
TABLE OF CONTENTS
1.Introduction
- 1.1Background
- 1.2Purpose
- 1.3Coverage
2.Types of mobile e-mail solutions
- 2.1Pull
- 2.2Alert
- 2.3Voice-based
- 2.4Push
- 2.5Push & Synchronisation
- 2.6Comparison
3.History of the Market
4.Recent Developments
- 4.1RIM
- 4.2Vodafone & Visto
- 4.3SEVEN
- 4.4Good Technology
- 4.5Microsoft
- 4.6Nokia & Intellisync
- 4.7BlackBerry Enterprise Server
- 4.8O2's I-mail
5.Analyst/industry opinion
- 5.1Market Size/Potential
- 5.2Analyst Views
6.Drivers for Enterprises and Consumers
- 6.1Application Drivers
- 6.2Consumers & Mobile E-Mail
- 6.3Enterprises & Mobile E-Mail
- 6.4The "Prosumer"
7.Demographics and Limitations
- 7.1Market Environment
- 7.2Enterprise Limitations
8.Prodata Market Forecasts
- 8.1Top-Down View
- 8.2Bottom-Up View
- 8.3Available Market Segments
- 8.4MNO Revenues
- 8.5European Estimate
9.Conclusions and Implications
- 9.1Key Questions for MNOs
- 9.2Mobile E-mail Impact on Overall Revenues
- 9.3Addressing Consumers
- 9.4Addressing Prosumers
10.Recommendations
- 10.1Commit to Mobile E-Mail
- 10.2Avoid Becoming a Bit Pipe
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