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BT Bites into Mobile VoIP with Office Anywhere| April 19, 2007 | Enterprise Mobility - Europe | Competitive Intelligence Report Analyst: Mayur Sahni
Current Perspective: Positive
On April 17th BT launched its Office Anywhere service combining a dual-mode HTC S620 smartphone, mobile VoIP capabilities, varying voice and data bundles and optional business e-mail services. Users can access BT’s 2,000-strong hotspot network through the BT Openzone WiFi network in the UK, which, coupled with its Wireless City project, provides the most extensive WiFi coverage in the UK.
• Current Perspective: Positive on BT launching Office Anywhere for the SME segment in the UK, because this is a well-packaged offering that includes mobile VoIP, voice and data bundles and push e-mail services. Launched with HTC handsets, which use the Windows Mobile 5.0 platform, BT has done well to position this as an extended office offering. In addition, Office Anywhere can be bundled with BT Openzone subscriptions, enabling data and mobile VoIP access at any of the BT Openzone hotspots. • Vendor Importance: High to BT, because the service provider has typically been strong in the enterprise segment and the launch of Office Anywhere gives BT a strong product offering to target the SME segment with a business-grade mobility service. In addition, Office Anywhere can leverage the extensive Wireless City project, through which BT has WiFi networks across 12 cities in the UK, further strengthening BT’s competitive position in the market. • Market Impact: High on the voice and data services market, because though this is yet another attempt at implementing mobile VoIP, BT is by far a much stronger service provider to do so than its predecessors. In addition, Office Anywhere is a much better packaged offering and, given BT’s fixed and WiFi network in the UK, it has all the ingredients to become a success.
Recommended Competitor Actions • Vodafone UK does not put much marketing weight behind WiFi, and the operator cannot compete against services such as Office Anywhere on price or speeds and feeds. HSDPA is and will continue to be a costly alternative to WiFi for cellular data access, and this does pose certain issues for Vodafone. However, through its partnership with Fiberlink, Vodafone could overcome this gap, but there is nothing out from the Vodafone stable yet. • T-Mobile would point out that its Web’n’walk service does offer cellular WiFi access through its network of 2,500 hotspots across the UK. In addition, T-Mobile should point out that it does offer bundled offers through its Flext and Web’n’walk services. • Orange Business Services should consider extending its FMC service ‘Unik’ to the UK market and offering dual-mode smartphones along with it. The service provider has all the elements to make this a competitive offering in the UK, but it needs to integrate different elements together.
• SMEs should give a favourable ear to BT’s Office Anywhere proposition. The new offering is well-priced and, with different voice and data bundles, it can suit different grades of end users. In addition, SMEs have the flexibility to opt for business e-mail services from BT that can be either hosted or integrated with their existing Microsoft Exchange server. • Given that mobile VoIP is one of the key features in Office Anywhere, SMEs may want to have a live demonstration or trial of the service to check voice quality and other features associated with VoIP, such as latency and jitter.
More Information on Enterprise Mobility - Europe Coverage
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