O2 UK Makes Another Move, This Time Offering New Managed Email Services for Larger SMEs
| May 27, 2008 | Enterprise Mobility - Europe | Competitive Update
| Analyst: Rolf Schonhowd
Current Perspective: Positive/Neutral
Vendor Importance: High
Market Impact: Moderate
Event Summary
May 21, 2008 – O2 UK announces the launch of O2 Managed Services for Mobile Email – a solution for enterprises looking to take the pain away from the ongoing management of mobile email. The service is aimed at businesses with a large fleet (>100) of mobile data devices, allowing them to focus their resources on their core business. O2 Managed Services for Mobile Email builds on O2’s Professional Services program which was launched earlier this year. The solution is available to enterprise customers using a BlackBerry or Good Mobile Email services, and the service is priced on a per device per month basis.
Analytical Summary
• Current Perspective: Slightly positive on O2’s new managed email service because it somewhat improves O2’s chances to win more enterprise mobility customers in the UK. As this is strictly a UK initiative, it would be more interesting if this service was available outside the UK on a pan-European basis. However, O2 can probably gain an edge in offering new solutions to larger SME clients that increasingly look to service providers to manage their growing fleet (>100) of mobile data devices.
• Vendor Importance: High, because O2 UK needs to continue to offer new initiatives on top of its previous professional services announcement including consultancy, training and implementation services through application partnerships. Moreover it will enable O2 to address a growing market for managed mobile services for small and large enterprises that do not have the resources to manage a growing fleet of mobile devices.
• Market Impact: Moderate on the UK enterprise mobility market because O2 is a solid player and this new initiative increases pressure on rivals. However, O2 will face stiff competition against competitors such as Vodafone, BT and Orange Business Services because they are also increasing their managed email services portfolios targeting SMEs.
Recommended Competitor Actions
• Vodafone, T-Mobile UK and Orange all provide enterprises with managed BES-based messaging services based on RIM solutions. All three should keep a watchful eye on customer demand for the managed email solution and consider whether it is worth changing their own managed email solutions to accommodate a wider set of email platforms and take the next step in order build a complete mobile device management strategy.
• Orange Business Services, Vodafone Global Enterprise and BT Global Services can highlight the advantages of their international operational footprint and attractive managed mobile application capabilities. Even though the UK SME client might not have actual premises abroad, the ability to provide managed email and related services abroad are still a potential plus point and differentiator over O2.
• Alternative business mobile players in the UK must revisit their positioning map as to how they want to be perceived, and arm their sales teams with key selling points, such as customer references and successful managed email deployments. These operators need to get their enterprise mobility story across to enterprise accounts.
CLIENTS ONLY
Competitive Positives and Concerns
Recommended Vendor Actions
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