Mobile Workforce Apps in North America

Selling Worker Mobility Solutions to Very Small, Small, and Mid-Sized Businesses

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This study examines the North American SMB (small and mid-sized business) and VSB (very small business) markets for mobile workforce applications. It also discusses optimal strategies for addressing the unique needs of these two segments. Mobile workforce applications are software solutions that allow remote and mobile employees real-time access to -- and exchange of -- information, collaboration, and/or guidance via their smartphones, tablets, and other mobile devices (including, increasingly, wearables such as smart watches). Key market trends, the competitive landscape, and potential growth opportunities are defined and discussed. Frost & Sullivan survey results regarding North American SMB versus VSB preferences, plans, and demand for mobile workforce apps and various channel partners are also charted and analyzed.

In North America, mobile workforce app providers can make the mistake of treating small and mid-sized businesses as one monolithic entity. In fact, sharp differences exist between the very small business sector, which is usually defined as under 25 employees (and also known as a micro-business), and the 25-499 employee SMB segment. Recognizing both the differences and similarities in concerns, priorities, expertise levels, etc. helps leaders in the mobile workforce app sector sell more effectively and profitably to both audiences. Numerous growth opportunities exist for providers that wish to take a leadership role and attract more attention from very small, small, and mid-market businesses. These include enriching the app portfolio in new ways, focusing on customers' revenue generation needs, and not abandoning the customer once the sale is made.

Major challenges for the mobile workforce app providers that are trying to win in the SMB/VSB market include:
• Differentiating against other providers
• Earning the trust of these businesses, especially VSBs
• Dealing with customer purchase barriers such as tight budgets and very limited IT staff and internal expertise
• Preventing customer churnout after the sale

Key questions that this study will answer include:
• What strategic moves have current mobile workforce app providers made in order to sell into the SMB and VSB markets?
• What are the key issues and trends that have emerged around SMB/VSB purchase and deployment of mobile workforce apps?
• What are the preferences and plans of today's North American VSBs and SMBs regarding mobile workforce applications? Do they have any
preferred mobility partners?
• How are leading mobile workforce app providers innovating in this market?
• What are the near-term growth opportunities in the SMB/VSB market for today's mobile workforce app providers?

Table of Contents

Mobile Workforce Apps in North AmericaExecutive SummaryKey FindingsCEO’s PerspectiveMarket Overview—SMB/VSB Mobile Workforce AppsDefining SMB/VSB Mobile Workforce ApplicationsSMB/VSB Mobile Workforce Apps—Key Issues and TrendsSMB/VSB Mobile Workforce Apps—Key Issues and Trends (continued)SMB/VSB Mobile Workforce Apps—Key Issues and Trends (continued)Demand Analysis—SMB/VSB Mobile Workforce Apps2016 Mobile Enterprise Applications SurveySMB/VSB Mobile Worker Apps—Current Deployment LevelsSMB/VSB Mobile Worker Apps—Planned New IntroductionsSMB/VSB Mobile Worker Apps—Self-Description of Mobile Worker Apps StrategySMB/VSB Mobile Worker Apps—Types of UsersSMB/VSB Mobile Worker Apps—Percentage of Employees as UsersSMB/VSB Mobile Worker Apps—Adoption DriversSMB/VSB Mobile Worker Apps—Adoption BarriersSMB/VSB Mobile Worker Apps—Preferred Mobility PartnerSMB/VSB Mobile Worker Apps—Mobility Partner Selection CriteriaSMB/VSB Mobile Worker Apps—Preferred Implementation MethodSMB/VSB Mobile Worker Apps—Mobile App Selection CriteriaSMB/VSB Mobile Worker Apps—Popular Solutions in VSB SegmentSMB/VSB Mobile Worker Apps—Popular Solutions in SMB SegmentDemand Analysis DiscussionDemand Analysis Discussion (continued)Demand Analysis Discussion (continued)Competitive Environment—SMB/VSB Mobile Workforce AppsCompetitive AssessmentCompetitive Assessment (continued)Transformation in the SMB/VSB Mobile Workforce Apps IndustryActsoft and SMB/VSB Mobile Workforce ApplicationsAT&T and SMB/VSB Mobile Workforce ApplicationsClickSoftware and SMB/VSB Mobile Workforce ApplicationsFleetComplete and SMB/VSB Mobile Workforce ApplicationsProntoForms and SMB/VSB Mobile Workforce ApplicationsRogers Communications and SMB/VSB Mobile Workforce ApplicationsSprint and SMB/VSB Mobile Workforce ApplicationsTELUS and SMB/VSB Mobile Workforce ApplicationsVerizon and SMB/VSB Mobile Workforce ApplicationsGrowth Opportunities for Providers of SMB/VSB Mobile Workforce AppsGrowth Opportunity 1—Industry-Specific SolutionsGrowth Opportunity 2—High-Touch Post-Sale RelationshipGrowth Opportunity 3—OEM PartnershipsGrowth Opportunity 4—Create New Revenue Opportunities for CustomersGrowth Opportunity 5—Solution IntegrationStrategic Imperatives for Mobile Asset Tracking ProvidersThe Last WordThe Last WordLegal DisclaimerThe Frost & Sullivan StoryThe Frost & Sullivan StoryValue Proposition—Future of Your Company & CareerGlobal PerspectiveIndustry Convergence360º Research PerspectiveImplementation ExcellenceOur Blue Ocean Strategy




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