SAP Survey Puts Spotlight On Latest Mobility Drivers and Imperatives

March 14, 2013 by SAP News 0

New Services Will Drive Adoption of LTE; Pressing Need for Mobile Wallets and Services Targeted at Retail

Dubai, United Arab EmiratesSAP today revealed the findings of its consecutive GSMA Mobile World Congress survey, putting a revealing spotlight on industry leaders’ attitudes to LTE and the potential for mobile technologies to transform the retail sector.

The study found that industry leaders believe improved data speed for customers (36 per cent) and offering new IP-based services (30 per cent) are the primary drivers for operators launching LTE services.

Survey results predict that new IP-based services will also be a main driver of revenue for operators in 2013. Fifty-eight percent of respondents believe that new offerings, including rich communication services (RCS) and 4G/LTE and increased data usage by smartphone users, will drive operator revenue.

The lack of compatible devices continued to be an issue for mobile operators rolling out LTE offerings. Twenty-six per cent of respondents in this year’s survey cited device incompatibility as a major obstacle, echoing the 29 per cent who considered incompatibility a barrier in the 2012 Mobile World Congress survey. Additionally, 20 per cent of respondents indicated that a lack of support for roaming would remain an issue. Despite these challenges, the industry has made headway, with only 19 per cent of global respondents citing lack of consumer awareness as the biggest barrier to LTE uptake. SAP is working to increase support for global roaming and drive LTE connectivity worldwide.

A new retail dimension
Turning its attention to the retail sector, SAP found that 53 per cent of industry leaders believed that improving customers’ retail experience would be essential to creating a successful mobile payments scheme.

Survey results revealed that the “secret sauce” for creating a better retail experience includes location-based point-of-sale offerings (24 per cent), point-of-sale services such as near field communication (NFC) (28 per cent) and facilitating universal acceptance of mobile payments (25 per cent). Less popular services included targeted offers based on consumer preferences and shopping history (12 per cent) and integration with mass transit (nine per cent).

The anticipated leaders of future successful mobile payments offerings included banks (29 per cent); online payment schemes, such as PayPal, Apple iTunes or Amazon Payments (28 per cent); credit cards (26 per cent) or a consortium of operators (26 per cent).

The survey found that 34 per cent of the respondents felt that applications like Apple Passbook will speed up brands offering wallet services. In regard to changes in the mobile wallet, only 28 per cent of mobile insiders expected new ticketing and coupon services, such as Apple Passbook, Google Now and the Samsung wallet app, could become an alternative to true mobile wallets; and still, 38 per cent believed that the lack of consumer awareness and too much confusion around the offerings were holding back mobile wallet services.

The survey is aimed at addressing top issues facing the mobile ecosystem and reflects the sentiments of mobile operators, fixed telecommunication providers, over-the-top (OTT) players and other global mobile industry executives.

SAP Mobile Services, a division of SAP, is a global leader in mobile interconnection and mobile consumer engagement services. It provides mobile operators with unparalleled capabilities in global messaging interconnect, data roaming and an array of IPX-based services and enables enterprises to engage with their consumers through innovative mobile marketing and communication solutions. SAP Mobile Services helps businesses process 1.8 billion messages per day, reaching more than 980 operators and 5.8 billion subscribers across 210 countries.