Transcript Document map - Analysys Mason

Research report
Fixed–mobile convergence in enterprise voice in Europe:
forecasts 2008–2013
Margaret Hopkins and Tony Lavender
November 2008
Fixed–mobile convergence in enterprise voice in Europe
2
Contents
Contents [1]
Slide no.
4.
Document map – Executive summary
5.
FMC brings significant benefits, but there are a
number of obstacles to its deployment
6.
Mobile-only systems are forecast to become
increasingly important as the mobile premium
disappears
7.
Mobile substitution will have a more serious
impact on call spend than the global financial
downturn
8.
Spend on FMC will exceed that on fixed calls and
services by 2013
9.
Document map – There are several types of
enterprise FMC
10.
FMC is not just about dual-mode phones: mobile
phones linked to the PBX and mobile-only
solutions are options
11.
Mobile phones can be linked to a traditional PBX
or iPBX without operator involvement
12.
Enterprise VoIP systems provided by MNOs may
use picocells or femtocells for in-building coverage
13.
Fixed operators’ FMC solutions are likely to
include Wi-Fi voice
14.
Document map – Key drivers of enterprise
FMC adoption
15.
Saving money is the top demand-side driver of
enterprise FMC adoption
Slide no.
16.
Systems integrators and vendors also offer FMC
solutions for enterprises
17.
Enterprise FMC adoption brings new problems
and opportunities for suppliers
18.
Document map – Key barriers to enterprise
FMC adoption
19.
Inertia is the biggest obstacle to enterprise FMC
20.
Document map – Overall trends in enterprise
FMC
21.
Wireless gateways are a fast route to cost cutting
22.
Sales teams, fee earners and financial service
providers are leading the way in adopting FMC
23.
Document map – Country differences in
enterprise FMC adoption
24.
Mobile premium and mobile usage levels vary
greatly across Europe
25.
Sweden will lead FMC adoption
26.
A negative mobile premium will result in an
increase in the number of organisations using
FMC solutions
27.
Spend on fixed and normal mobile calls will fall as
FMC usage grows
28.
The percentage of enterprises without a traditional
PBX will be highest in Sweden and the UK
© Analysys Mason Limited 2008
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Contents
Contents [2]
Slide no.
29.
The number of organisations using fixed VoIP will
peak in Sweden and the UK in 2012
30.
FMC ASPU will remain higher than fixed voice
ASPU, but lower than mobile voice ASPU
31.
Document map – Actions
32.
Actions [1]
33.
Actions [2]
34.
Actions [3]
35.
Document map – Authors, copyright and key
to acronyms
36.
Authors
37.
Acknowledgements and copyright
38.
Disclaimer
39.
Key to acronyms
40.
Document map – List of figures and tables
41.
List of figures
42.
List of tables
43.
Document map – About Analysys Mason
reports and services
44.
About Analysys Mason
45.
Reports from Analysys Mason
46.
Market intelligence services from Analysys Mason
47.
Custom research from Analysys Mason
© Analysys Mason Limited 2008
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Document map: Executive summary
Document map
Executive summary
There are several types of enterprise FMC
Key drivers of enterprise FMC adoption
Key barriers to enterprise FMC adoption
Overall trends in enterprise FMC
Country differences in enterprise FMC adoption
Actions
Authors, copyright and key to acronyms
List of figures and tables
About Analysys Mason reports and services
© Analysys Mason Limited 2008
Fixed–mobile convergence in enterprise voice in Europe
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Executive summary
FMC brings significant benefits, but there are a number of
obstacles to its deployment

Enterprises can deploy FMC solutions in a number of ways:

linking mobile phones to the PBX using IN technology or SIP to provide single-number working

linking the PBX to the mobile network to eliminate fixed-to-mobile call charges

deploying dual-mode phones that operate as fixed phones in the office and mobile phones outside it

deploying mobile-only solutions that allow mobile phones to work together in a similar way to a PBX.

Enterprises want FMC in order to save money by reducing mobile bills (particularly unpredictable elements
such as roaming charges), and by eliminating the cost of desk phones for staff who are rarely in the office.

However, we believe that the real benefit of FMC is that it makes staff more accessible. As with all IT
investments, business processes need to be examined and the voice system designed to support them.

Other than to achieve cost savings, enterprises deploy FMC solutions to comply with obligations to record
mobile calls and to maximise efficiency among fee earners with billability targets.

For many IT and communications managers, sorting out the patchwork of legacy equipment is more
important than FMC. Other barriers to the adoption of FMC include: lack of central purchasing of mobile
devices; lack of incentives for users; and concern about potential health risks from excessive mobile usage.
“FMC should be linked more fully to the transformational agenda as a way of improving the efficiency of the business and meeting
business goals.”
Dr Mike Short, Vice President of Research and Development, Telefónica O2 Europe
© Analysys Mason Limited 2008
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Executive summary
Mobile-only systems are forecast to become increasingly
important as the mobile premium disappears

Mobile-only voice solutions will be more attractive when the mobile premium disappears in Europe during
the next year or two.

The hype created by the launch of Microsoft Office Communications Server (OCS) is making enterprises
increasingly aware of the benefits of presence information – knowing whether staff are on the phone or at
their computer – highlighting the need to integrate mobile phones into the enterprise voice system.

The arrival of presence management and the disappearance of the mobile premium will fundamentally alter
the landscape for enterprise voice systems.

Mobile operators should promote mobile-only solutions and develop them to support call recording, call
forwarding and presence management, and build links with data services such as mobile CRM.

Fixed operators should promote dual-mode Wi-Fi phones linked to unified communications systems.

Systems integrators and telecoms VARs should develop expertise in deploying on-site FMC systems as
additions to the existing PBX and in integrating voice systems with back-office databases and unified
communications systems.

Vendors should ensure that FMC modules are available for their PBX systems and should educate their
sales channels about selling them.
“FMC is making the applications and functionality that people would normally expect from a fixed phone available on a mobile –
hold, transfer, conference calls, call recording, IVR and operator consoles – so that what you end up with is a mobile PBX.”
Dean Parsons, Managing Director, Private Mobile Networks
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Executive summary
Mobile substitution will have a more serious impact on
call spend than the global financial downturn

In this difficult market, enterprises will want to maximise cash flow. This will make hosted services and
mobile substitution more attractive, and investment in VoIP PBXs less attractive. Enterprises will be keen to
reduce waste, which will be good for consulting services that audit voice networks in order to identify
unused lines and number ranges, and other unnecessary spending.

Enterprises must continue to spend on voice calls and connection, although investment in new systems will
be slower than we had previously predicted.

Unemployment is expected to increase in Western Europe, which will reduce the volume of business
calling. Forecasters expect unemployment to increase by about 1.5% during the forecast period in Spain,
where the economy was dependent on the housing market. In the other countries included in this report,
unemployment is expected to increase by between 0.5% and 1% during 2009.

The extra decline in telecoms spend due to the economic downturn is expected to be of a similar
magnitude. This is in addition to the decline that we have already forecast in fixed voice spend mostly due
to mobile substitution – approximately 13% per year between 2008 and 2013. In the mobile market, the
growth of mobile voice spend will be generally reduced, while revenue is expected to actually decline in
Italy next year, and in France and Germany towards the end of the forecast period.
© Analysys Mason Limited 2008
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Fixed–mobile convergence in enterprise voice in Europe
Executive summary
Spend on FMC will exceed that on fixed calls and services
by 2013
Spend by enterprises (EUR billion)
Figure 1: Spend on fixed, mobile and FMC voice calls and
connection by enterprises in Western Europe, 2008–2013
[Source: Analysys Mason, 2008]

The total market for FMC calls and connection is
expected to reach EUR8 billion in Western
Europe by 2013, and to overtake spend on fixed
calls and connection at that date. All fixed and
mobile voice spend from users of FMC is counted
as FMC spend.

Sweden and the UK have the highest level of
enterprise FMC penetration in Western Europe.
The rate of growth of VoIP deployments here will
start to decline by 2013, when mobile-only
systems are more widely used. Furthermore,
more than 50% of enterprises in Sweden and the
UK will have eliminated TDM PBX systems by
2013.

The economic downturn is expected to reduce
enterprise voice spend by approximately 1%
during 2009 and 2010.
16
14
12
10
Fixed
Mobile
FMC
8
6
4
2
0
2008
2009
2010
2011
2012
2013
“25% of our desk phones are permanently forwarded to
mobiles. Eighteen months ago, I suggested to members of
the board that we get rid of the fixed phones and go
mobile-only. They said yes, but I’m still struggling to get the
traction to implement it. I estimated that savings would be
GBP1.5 million per year. I really want to get rid of landlines
and equipment maintenance and have one device per user
rather than multiple devices.”
Steve Goodman, Strategic Telecoms Manager,
Severn Trent Water
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Document map: There are several types of enterprise FMC
Document map
Executive summary
There are several types of enterprise FMC
Key drivers of enterprise FMC adoption
Key barriers to enterprise FMC adoption
Overall trends in enterprise FMC
Country differences in enterprise FMC adoption
Actions
Authors, copyright and key to acronyms
List of figures and tables
About Analysys Mason reports and services
© Analysys Mason Limited 2008
Fixed–mobile convergence in enterprise voice in Europe
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There are several types of enterprise FMC
FMC is not just about dual-mode phones: mobile phones
linked to the PBX and mobile-only solutions are options

This report takes a wide definition of FMC, which includes:

linking mobile phones to the PBX using IN technology or SIP to provide single-number working

linking the PBX to the mobile network to eliminate fixed-to-mobile call charges

dual-mode phones that operate as fixed phones in the office and mobile phones outside it

mobile-only solutions that allow mobile phones to work together in a similar way to a PBX.

Single-number working has been available using software that links mobile phones to the PBX for some
time, and has become more widespread since VoIP systems based on SIP have become available.

Mobile operators have offered VPN connections over leased lines for many years. More recently, wireless
gateways that use SIM cards to route calls to mobiles have become widely available.

Dual-mode phones that use Wi-Fi voice in the office are available from some service providers, but have
not become popular with enterprises. Mobile operators have reduced call charges, effectively eliminating
the need for dual-mode phones for most enterprises. Dual-mode phones add complexity for little benefit.

Mobile-only solutions can do everything that fixed voice systems can, using only mobile handsets. The
declining price of mobile calls makes mobile-only solutions more attractive.
"With 7% of larger SMEs now depending completely on mobile services for their communications needs, it is evident that
landlines are becoming irrelevant for many companies.”
Eavann Murphy, Head of Enterprise Marketing, Vodafone Ireland
© Analysys Mason Limited 2008
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Fixed–mobile convergence in enterprise voice in Europe
There are several types of enterprise FMC
Mobile phones can be linked to a traditional PBX or iPBX
without operator involvement
Figure 2: Traditional PBX with FMC system on site [Source:
Analysys Mason, 2008]
Implementing on-site systems that link mobile
phones to traditional PBXs usually involves
installing SIP call servers alongside PBXs.

Mobile phones used on site can connect to the
mobile operator’s network or dual-mode phones
can connect to the enterprise Wi-Fi. Picocells or
femtocells can also be used to create an on-site
private mobile network.

In both examples, wireless gateways are used to
route fixed calls to the mobile network to avoid
high fixed-to-mobile call charges.

If the traditional PBX has been replaced with an
iPBX, the architecture is very similar: the SIP call
server handles all the calls and IP hard phones
replace digital phones. In this example, SIP call
servers can provide presence information.

In the iPBX scenario, roaming members of staff
will often have softphones on their laptops as well
as mobile handsets, both using the same number
and able to ring simultaneously.
Mobile operator
network
PSTN
PBX

SIP call server
Wireless
gateway
or
Mobile
phones
Digital
phones
Wi-Fi
Enterprise site
Figure 3: iPBX with FMC system on site [Source: Analysys
Mason, 2008]
Mobile operator
network
PSTN
Wireless gateway
SIP call server
One
number
IP hard phones
Enterprise site
Wi-Fi or
femtocell
IP softphones
© Analysys Mason Limited 2008
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Fixed–mobile convergence in enterprise voice in Europe
There are several types of enterprise FMC
Enterprise VoIP systems provided by MNOs may use
picocells or femtocells for in-building coverage



MNOs can offer FMC services based on calls at
close to fixed rates with little or no special
technology.
Figure 5: Mobile-only service with hosted PBX [Source:
Analysys Mason, 2008]
SIP call
server
Alternatively, the MNO network can provide all
the call handling for the company voice system
by adding PBX features to their network, either as
a dedicated call server or a shared service.
Figure 4: FMC intelligence in the MNO network [Source:
Analysys Mason, 2008]
Mobile operator
network
PSTN
Mobile operator
network
PSTN
MNOs can provide the intelligence in the network
to link mobile phones to a traditional PBX or an
iPBX.
Mobile phones
IP hard phones
IP softphones
One
number
Enterprise site
Figure 6: Mobile-only shared service [Source: Analysys
Mason, 2008]
PSTN
Mobile operator network
(provides call forwarding etc.)
PBX
Digital phones
Enterprise site
Picocell or femtocell
Mobile
phones
Mobile phones
Enterprise site
Picocell or femtocell
© Analysys Mason Limited 2008
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There are several types of enterprise FMC
Fixed operators’ FMC solutions are likely to include Wi-Fi
voice




Fixed operators are aiming to retain as much
traffic as possible on the fixed network. They can
limit the number of truly mobile calls using an
MVNO or mobile partner to handle mobile traffic.
Therefore, fixed operators focus on dual-mode
phones and Wi-Fi to connect mobile calls from
inside the enterprise site.
This solution is appealing for enterprises where
there is a requirement to link the voice system
with applications on the data network and make
use of unified communications.
Wi-Fi voice is attractive in hospitals where there
are concerns about mobile phones. There are
other campuses where mobile phones may be
too costly or unnecessary, for example factories
or warehouses. VoIP on DECT is an option in
these cases.
Figure 7: FMC solution based on dual-mode phones [Source:
Analysys Mason, 2008]
PSTN
Virtual mobile
operator network
Mobile phones
SIP call server
One
number
IP hard phones
Wi-Fi
Enterprise site
IP softphones
“Our customers who see mobile and mobility as an IT
infrastructure are driving towards FMC … If you want to
drive business productivity then you are in the right frame of
mind for FMC.”
Rocky Majahan, Director of Mobility, BT Global Services
“For some organisations, there is a hard and fast ROI fiscal business case for FMC, depending on the number of mobile workers,
geographical locations and working patterns.”
Roger Jones, Business Development Director, Avaya
© Analysys Mason Limited 2008
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Document map: Key drivers of enterprise FMC adoption
Document map
Executive summary
There are several types of enterprise FMC
Key drivers of enterprise FMC adoption
Key barriers to enterprise FMC adoption
Overall trends in enterprise FMC
Country differences in enterprise FMC adoption
Actions
Authors, copyright and key to acronyms
List of figures and tables
About Analysys Mason reports and services
© Analysys Mason Limited 2008
Fixed–mobile convergence in enterprise voice in Europe
15
Key drivers of enterprise FMC adoption
Saving money is the top demand-side driver of enterprise
FMC adoption
Table 1: Demand-side drivers of enterprise FMC adoption [Source: Analysys Mason, 2008]
Goal
Demand-side driver
Mobile service provider response Fixed service provider response
Saving money on fixed
infrastructure
Enterprises are finding that
expensive desk phones are not
used
Low-cost price plans that make
mobile calls competitive with
fixed calls
VoIP systems based on dualmode phones and efficient use of
VoIP trunks
Saving money on calls
Enterprises perceive that the
costs incurred for roaming and
fixed-to-mobile calls are out of
control and look to FMC as a
way to reduce them
Flat-rate roaming packages for
selected countries; leased-line
VPNs that connect to the mobile
network; and wireless gateways
Dual-mode phones that route
calls onto the fixed Wi-Fi network
where possible, especially for
overseas offices. Other voice and
data roaming packages, such as
iPass
Improved
responsiveness
Single-number working and
making staff reachable at all
times can help responsiveness
to customers and reduce project
delays caused by lack of access
to decision makers
Mobile substitution using lowcost price plans and managed or
hosted PBX systems – for
example, Vodafone’s Wireless
Office system
Call forwarding; unified
communications; integrated VoIP;
and mobile systems with
presence management
Compliance
Need to comply with regulations Mobile PBX solutions that
about call recording
support call recording
FMC modules for the PBX that
record mobile, fixed or VoIP calls
“The take-up of dual-mode handsets was to have been driven by the promise of free wireless minutes, which
haven’t really materialised.”
Brian Condron, Business Development Manager, Affiniti
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Key drivers of enterprise FMC adoption
Systems integrators and vendors also offer FMC
solutions for enterprises

Enterprises do not have to rely on operators to achieve the goals identified in slide 15: they can invest in
their own voice communications solutions or those available from systems integrators.

Enterprises can reduce fixed-to-mobile call charges with a wireless gateway that allows calls from the PBX
to be routed through a SIM card. Enterprises can reduce roaming charges with a private mobile network on
company sites or with dual-mode phones and a self-provided Wi-Fi voice service in buildings.

Hosted systems that automatically route calls to recipients – wherever they may be – have been available
for some time. Alternatively, enterprises can buy FMC units to add to the PBX, as shown in Figures 2 and 3
on slide 11, to achieve this effect.

In the short term, hosted solutions are cheaper than investing in new equipment, which is an advantage in
the current economic climate.

Enterprise users are beginning to understand unified communications and presence management and are
more likely to demand them in the future.

Enterprises are still most likely to purchase a new phone system in response to a trigger event, for example
a move to a new building, an old PBX no longer being supported or a system failure leading to a decision to
get a more up-to-date replacement.
“The first interest is coming from mobile users themselves. They want to use one single handset wherever they are, with access to
the company directory and some features of their PBX. Then the IT manager is interested in reducing the cost of mobile
communications, but there are now mobile price plans that mean bills are not so onerous.”
Dominique Poizat, Product Management Director, Aastra Technologies
© Analysys Mason Limited 2008
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Key drivers of enterprise FMC adoption
Enterprise FMC adoption brings new problems and
opportunities for suppliers
Table 2: Supply-side drivers of enterprise FMC adoption [Source: Analysys Mason, 2008]
Supplier type
Supply-side driver
Enterprise response
Fixed operators
Supplying FMC solutions with Wi-Fi voice and
unified communications to counter the decline in
fixed voice revenue
Embraced by enterprises that want tight integration
between voice and data systems and those that
want in-built call recording for mobiles
Mobile operators
Desire to increase enterprise voice revenue and
eliminate fixed operators from the enterprise voice
business. A way to add value in a sector that is
under strong price pressure
Embraced by enterprises that use phones mainly for
voice services. Enterprises can eliminate the cost of
fixed infrastructure and benefit from integration with
existing mobile applications such as field force
automation
Specialist service
providers
Some service providers are building their
businesses on FMC solutions, including OnRelay,
Private Mobile Networks, Spring Mobil and Telepo
It is early days for these FMC solutions. The service
providers measure their customers in the hundreds
of thousands
PBX vendors
Offering FMC add-ons for the PBX and least-cost
routeing for mobile calls can strengthen vendors’
relationships with customers
Gaining traction in the market and are regarded by
OnRelay as its main competitor. Another relatively
easy way to record mobile calls where necessary
Systems integrators
and VARs
Can get closer to their clients by understanding
their problems and the solutions available
Welcome the systems integrators and VARs as
independent guides through the maze of offerings
“Vodafone Wireless Office is one of Vodafone's most established global products. It is simple and easy to use, offering our
customers the flexibility to have standard fixed phone features on their mobile phone.”
Tony Bailey, Head of Converged Solutions, Vodafone Group
© Analysys Mason Limited 2008
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Document map: Key barriers to enterprise FMC adoption
Document map
Executive summary
There are several types of enterprise FMC
Key drivers of enterprise FMC adoption
Key barriers to enterprise FMC adoption
Overall trends in enterprise FMC
Country differences in enterprise FMC adoption
Actions
Authors, copyright and key to acronyms
List of figures and tables
About Analysys Mason reports and services
© Analysys Mason Limited 2008
Fixed–mobile convergence in enterprise voice in Europe
19
Key barriers to enterprise FMC adoption
Inertia is the biggest obstacle to enterprise FMC adoption
Table 3: Obstacles to enterprise FMC adoption [Source: Analysys Mason, 2008]
Inertia
Users have little incentive to adopt new ways of working. Forwarding their desk phones to mobiles is
adequate for many people. Communications managers have the incentive to reduce bills, but they
often have other priorities. The economic crisis has reduced budgets for new phone systems
Organisational problems
In many enterprises, mobile devices are bought from departmental budgets rather than central
budgets. Sometimes they are even bought by individuals who put them on expenses. This means
that communications managers do not see the bills and have no incentive to reduce them
Staff resistance
Staff may not have enough incentive to adopt any new working practices required. Additionally, staff
may object to two aspects of mobile phone use. Firstly, they may have concerns about the health
effects of using mobile phones all the time. Secondly, staff may object to mobile systems with GPS
or presence management as being too intrusive (‘big-brother’ style)
Technical problems
Wi-Fi voice requires a well-engineered Wi-Fi network, but few enterprises have deployed such a
network. BT manages the Wi-Fi network for customers of its BT Fusion service. Mobile networks do
not always have good in-building coverage and MNOs must address this problem. As a possible
solution, enterprises could deploy private mobile networks, but they are very new
Market obstacles
Deploying a private mobile network is easier if MNOs co-operate with the enterprises or the systems
integrators, but the MNOs may be unwilling
“Some staff in some organisations found using FMC quite complicated, but a lot of them are now getting used to mobile email and
are more open to using additional capabilities and applications on their handsets.”
Roger Jones, Business Development Director, Avaya
© Analysys Mason Limited 2008
Fixed–mobile convergence in enterprise voice in Europe
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Document map: Overall trends in enterprise FMC
Document map
Executive summary
There are several types of enterprise FMC
Key drivers of enterprise FMC adoption
Key barriers to enterprise FMC adoption
Overall trends in enterprise FMC
Country differences in enterprise FMC adoption
Actions
Authors, copyright and key to acronyms
List of figures and tables
About Analysys Mason reports and services
© Analysys Mason Limited 2008
Fixed–mobile convergence in enterprise voice in Europe
21
Overall trends in enterprise FMC
Wireless gateways are a fast route to cost cutting
Table 4: Overall trends in enterprise FMC [Source: Analysys Mason, 2008]
Single-number
working
Enterprises that want to reach staff quickly as a high priority are using software-based systems to link
mobile phones to the PBX. These systems ensure that calls are routed to the right person irrespective of
the type of PBX. However, single-number working does not appeal to everyone
Wireless gateways
Enterprises with high fixed-to-mobile bills are deploying wireless gateways on the PBX so that a leastcost routeing algorithm can route calls to mobiles over a SIM card that has a big bundle of cross-network
minutes. In Eastern Europe, where mobile premiums are low and there can be long waiting times for
fixed lines, wireless gateways are often installed as the primary means of connecting a PBX
Mobile substitution
As mobile premiums fall, many enterprise users find there is no cost penalty for using their mobiles all
the time. In parts of Eastern Europe the mobile premium is already negative, driving mobile substitution.
For most large enterprises in Western Europe, the premium is so low that providing all users with mobile
phones will reduce the overall voice bill
Mobile-only solutions There are a number of ways of making mobile phones function as standard office phones. Vendors are
offering solutions that allow mobile phones to act as extensions on the PBX. Another is to deploy private
mobile networks so that company mobile calls made in the building are routed onto the fixed network
Dual-mode phones
These are being promoted by Cisco Systems and BT. When users are in overseas offices, dual-mode
phones allow mobile calls to be routed onto the fixed network, which appeals to enterprises with high
roaming bills. Wi-Fi voice also has a role in integrating voice with data systems in unified
communications
Unified
Microsoft’s OCS is bringing presence management to company LANs and is generating interest in
communications
unified communications. As yet, few OCS systems have links to mobiles
“Generally speaking [our mobile-only solution] is cost neutral, the mobile bill doesn’t go up and doesn’t go down.”
Ivar Plahte, CEO, OnRelay
© Analysys Mason Limited 2008
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Overall trends in enterprise FMC
Sales teams, fee earners and financial service providers
are leading the way in adopting FMC
Table 5: Early adopter market segments for FMC [Source: Analysys Mason, 2008]
Sales teams
Sales teams often have their desk phones permanently forwarded to the mobile and can benefit from
a proper FMC implementation. Presence information helps them to get deals authorised quickly while
they are visiting clients. They will also benefit from linking their mobiles to email and CRM systems
Fee earners with
billability targets
Enterprises such as firms of lawyers that charge for their time are enthusiastically adopting singlenumber working, presence and collaboration solutions that link mobile phones with VoIP and other
data systems
Financial services
Financial services companies must comply with legislation that requires call recording and have been
early adopters of VoIP systems that allow call recordings to be linked into the transaction database,
and FMC systems that record calls to and from mobiles as well as fixed phones
Companies with out-ofdate and complicated
fixed networks
For some companies, updating the voice network requires updating the data network too and this can
be expensive and time consuming. IT managers can save money and time by giving users mobile
phones
Local government
offices
Combining softphones and mobiles to empower staff to work from cars and from home allows local
authorities to push occupancy rates for office space much higher than before by encouraging hot
desking

Most people interviewed for this report emphasised that, in general, market segment is a poor indicator of the likelihood of an
organisation being an early adopter of FMC. CEO awareness is much more important. The precise nature of the legacy
network, and company culture and working patterns also play a part.
“Big consultancy firms just lap up everything we can give them.”
Dean Parsons, Managing Director, Private Mobile Networks
© Analysys Mason Limited 2008
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Document map: Country differences in enterprise FMC adoption
Document map
Executive summary
There are several types of enterprise FMC
Key drivers of enterprise FMC adoption
Key barriers to enterprise FMC adoption
Overall trends in enterprise FMC
Country differences in enterprise FMC adoption
Actions
Authors, copyright and key to acronyms
List of figures and tables
About Analysys Mason reports and services
© Analysys Mason Limited 2008
24
Fixed–mobile convergence in enterprise voice in Europe
Country differences in enterprise FMC adoption
Mobile premium and mobile usage levels vary greatly
across Europe
Figure 8: Mobile usage versus mobile premium by country in
Western Europe, 1Q 2008 [Source: Analysys Mason, 2008]

The countries in Figure 8 are scattered widely,
suggesting factors other than the mobile premium
are very important in determining how much
mobile phones are used.

Mobile usage may be determined by cultural
factors, and time lags may also account for the
distribution of the countries in the chart: where
price changes happen quickly, customers may
not respond immediately.
700
Finland
600
Ireland
Austria
Norway
Greece
Minutes per user
500
UK
Sweden
Denmark
France
400
Spain
Italy
Portugal Belgium
Netherlands
Germany
Switzerland
300
200
100
0
-50%
0%
50%
100%
Mobile premium
“Our FMC product is based on tariffs, not ‘technical’
convergence. We provide our customers with special tariffs
when they buy both fixed and mobile solutions from us.
The aim is to sell both voice – fixed and mobile solutions –
and data solutions to our customers, and act as their sole
telecoms provider.”
Sandrine Couasnon, Product Manager for Converged
Offers, Completel
150%
Demand for mobile in relation to the mobile premium
© Analysys Mason Limited 2008
25
Fixed–mobile convergence in enterprise voice in Europe
Country differences in enterprise FMC adoption
Sweden will lead FMC adoption
Figure 9: Penetration of FMC solutions among enterprise
users in six countries in Western Europe, 2008–2013 [Source:
Analysys Mason, 2008]

People in Sweden are very willing to use mobile
phones despite the high mobile premium, as
shown in Figure 8 on slide 24. This has already
led to the widespread use of PBXs that support
mobile phones and is expected to lead to
continuing strong growth in FMC usage.

In Austria, Denmark, Finland and some countries
in Central and Eastern Europe, the mobile
premium is already negative. We expect this to
be the case in the rest of Europe soon and this
will drive the growth in the number of mobile-only
phone systems.

The UK is enthusiastic about IT solutions and is
expected to adopt FMC solutions more widely
than its levels of mobile usage would suggest.

Recently, the mobile premium has dropped
sharply in Germany, where a number of homecell offers make mobile substitution attractive.
60%
40%
France
Germany
Italy
Spain
Sweden
UK
30%
20%
10%
2013
2012
2011
2010
2009
0%
2008
Proportion of enterprise users
50%
© Analysys Mason Limited 2008
26
Fixed–mobile convergence in enterprise voice in Europe
Country differences in enterprise FMC adoption
A negative mobile premium will result in an increase in
the number of organisations using FMC solutions
Figure 10: Penetration of FMC solutions among enterprises in
six countries in Western Europe, 2008–2013 [Source: Analysys
Mason, 2008]

The mobile premium is expected to disappear
across Europe during the next few years, but it
will take time for enterprises’ mobile usage to
change in response to this trend.

In Sweden and the UK, where FMC adoption is
strongest, the growth in penetration of FMC in
enterprises will start to slow towards the end of
the forecast period.

Note that organisations often have more than one
voice system for different sites and different
groups of users.
80%
70%
Proportion of enterprises
60%
50%
40%
30%
20%
10%
0%
2008 2009 2010 2011 2012 2013
France
Germany
Italy
Spain
Sweden
UK
“[The] IT [department] did some detailed research on
mobile devices and [it was a problem that] they are difficult
to use while driving. [In our latest system] I can go in with
one touch of a button and get voice mail streamed to me
immediately so we can extend enterprise unified
communications to the mobile device.”
Tim Stone, Senior Marketing Manager, Unified
Communications Europe, Cisco Systems
© Analysys Mason Limited 2008
27
Fixed–mobile convergence in enterprise voice in Europe
Country differences in enterprise FMC adoption
Spend on fixed and normal mobile calls will fall as FMC
usage grows
Figure 11: Spend on fixed, mobile and FMC services by
enterprises in Western Europe, 2008–2013 [Source: Analysys
Mason, 2008]
16

Spend on calls and connection for separate fixed
and mobile systems will decline as spend on
FMC increases in Western Europe.

Because of the difficulty of separating out fixed
and mobile spend for FMC users, spend by users
on the road and users at their desks is combined
in a single total for these users regardless of the
network over which the calls are carried.

For non-FMC systems, fixed spend and mobile
spend is treated separately.
Spend by enterprises (EUR billion)
14
12
10
8
6
4
2
0
2008 2009 2010 2011 2012 2013
Fixed
Mobile
FMC
“We have seen an interest [in FMC] mainly among
medium and large enterprises during the last two to three
years and this interest is growing, although sales are still
not very big. It is different depending on the part of Europe
– interest is higher in Nordic countries than in southern
Europe. The rest is in between, but we can see that the
sales are growing. Several kinds of enterprise are
interested and we have sold solutions to hospitals,
transport companies, paper mills and local government.”
Dominique Poizat, Product Management Director,
Aastra Technologies
© Analysys Mason Limited 2008
28
Fixed–mobile convergence in enterprise voice in Europe
Country differences in enterprise FMC adoption
The percentage of enterprises without a traditional PBX
will be highest in Sweden and the UK
Figure 12: Percentage of enterprises without a traditional PBX
in six Western European countries in 2013 [Source: Analysys
Mason, 2008]
90%
80%

The number of enterprises without a traditional
TDM PBX will increase as more enterprises
adopt VoIP and mobile-only voice systems.
Traditional PBXs are becoming obsolete and
enterprises will be forced to upgrade.
70%
60%
50%
Corporate
Medium
40%
30%
20%
10%
UK
Sweden
Spain
Italy
Germany
France
0%
“Some companies went more fully mobile when they
decided to outsource or work from home. Employees
weren’t going to have a desk. Instead, they get a phone
and computer that work from home. This is not driven just
by the cost of calls but overhead reduction with more
outworking. Some businesses have dropped fixed-line
phones, because of the efficiency of mobility.”
Dr Mike Short, Vice President of Research and
Development, Telefónica O2 Europe
© Analysys Mason Limited 2008
29
Fixed–mobile convergence in enterprise voice in Europe
Country differences in enterprise FMC adoption
The number of organisations using fixed VoIP will peak in
Sweden and the UK in 2012
Figure 13: Percentage of enterprises using VoIP in six
Western European countries, 2008–2013 [Source: Analysys
Mason, 2008]
90%
80%
70%
60%
50%
40%
30%
France
Germany
Italy
Spain
Sweden
UK

Enterprises always try out a new voice system in
part of the organisation before rolling it out more
widely. Enterprises that have been trying out VoIP
systems will find that adopting mobile-only
solutions will be more attractive as mobile tariffs
fall. Therefore, the number of enterprises using
hosted VoIP or iPBXs with IP phones will decline
in Sweden and the UK after 2012.
“For many companies, VoIP has been an expensive dialtone replacement. When you start to link mobility and
collaboration into the telephony environment and extend
presence and IM and unified communications to the mobile
device, you start to enable people to communicate and
collaborate and you unlock the potential of the investment.”
Brian Condron, Business Development Manager, Affiniti
20%
10%
0%
2008 2009 2010 2011 2012 2013
“Making unified communications mobile is critical – you
can’t really do it without a mobile element because a lot of
the people who need to be contacted are mobile.”
Tim Stone, Senior Marketing Manager, Unified
Communications Europe, Cisco Systems
© Analysys Mason Limited 2008
30
Fixed–mobile convergence in enterprise voice in Europe
Country differences in enterprise FMC adoption
FMC ASPU will remain higher than fixed voice ASPU, but
lower than mobile voice ASPU
Figure 14: ASPU by technology for Western Europe, 2008 and
2013 [Source: Analysys Mason, 2008]

ASPU (calls and connection costs) for the
different technologies does not change
dramatically during the forecast period.

TDM ASPU declines the most, but VoIP ASPU is
not much lower in 2013 compared with 2008.
This model assumes that VoIP interconnection
does not increase dramatically in the period, so
that many calls from VoIP terminals are
transmitted over the PSTN.

Mobile ASPU decreases only slightly, despite
rapidly falling charges, because mobile traffic will
continue to increase and mobile service costs
often conceal the cost of ‘free’ phones.

As a blend of fixed and mobile, FMC ASPU is
somewhere between TDM ASPU and mobile
ASPU.

Much of the cost of fixed systems is in the
infrastructure, such as desk phones.
Infrastructure costs are not included here.
500
450
ASPU per year (EUR)
400
350
300
2008
2013
250
200
150
100
50
0
TDM
VoIP
Mobile
FMC
© Analysys Mason Limited 2008
Fixed–mobile convergence in enterprise voice in Europe
31
Document map: Actions
Document map
Executive summary
There are several types of enterprise FMC
Key drivers of enterprise FMC adoption
Key barriers to enterprise FMC adoption
Overall trends in enterprise FMC
Country differences in enterprise FMC adoption
Actions
Authors, copyright and key to acronyms
List of figures and tables
About Analysys Mason reports and services
© Analysys Mason Limited 2008
Fixed–mobile convergence in enterprise voice in Europe
32
Actions
Actions [1]

Fixed operators must have FMC products for the enterprise sector. Enterprise voice traffic is
inexorably moving to mobile. Fixed voice operators need to position themselves to make the most of mobile
calling even if they do not have a mobile network. Whether they become an MVNO or form a partnership
with a mobile operator, they need the ability to offer mobile voice integration if they want to expand their
enterprise voice businesses.

Fixed operators that have a systems integration capability should develop offerings that link unified
communications to back-office systems. When unified communications integrates with company data
systems, Wi-Fi becomes the best solution for voice.

Mobile operators should offer corporate price plans that eliminate savings from Wi-Fi voice.
Home-cell or closed-user-group billing are useful tools if the billing system can support it, but simple volume
discounts for enterprises may achieve the desired result.

Mobile operators should offer flat-rate roaming packages. The uncertainty of bills for roaming charges
is one of the drivers of interest in Wi-Fi voice. MNOs can offer packages tailored to the needs of MNCs to
make these bills predictable, either through sister companies or partnerships with MNOs overseas.
“As soon as you give people control of a mobile environment they use it in ways that we never thought of. One of our case
studies is a large chemical manufacturer. It had a 20-acre site and needed to send alerts to individuals and the cost was
immense. GPRS and pagers gave poor coverage. We were able to integrate the alerts with voice. The business benefits of this
are in providing cost-effective coverage and back-end databases.”
Dean Parsons, Managing Director, Private Mobile Networks
© Analysys Mason Limited 2008
Fixed–mobile convergence in enterprise voice in Europe
33
Actions
Actions [2]

Mobile operators should offer PBX features in their networks. Communications managers do not like
handing over control of the fixed voice system to MNOs. However, in enterprises that are moving to mobileonly systems, especially smaller enterprises, users will appreciate features such as call recording and call
forwarding.

Mobile operators should offer presence management to enterprise mobile users. The benefits of
presence information are becoming more widely understood and the interest in Microsoft OCS means that
presence management is being rolled out in more enterprises. Presence management may become a
reason to keep a fixed voice system, but MNOs are best placed to provide detailed presence information
and can thus retain their advantage.

Operators with both fixed and mobile arms should be wary of internal competition. There have
already been cases of products from fixed and mobile divisions competing with each other, notably T-Com
and T-Mobile. It is important to develop an FMC strategy across the whole organisation.
“The main new feature linked to unified communication that is of interest to several customers is monitoring the presence of
other mobile users.”
Dominique Poizat, Product Management Director, Aastra Technologies
“One evolution of mobile extension is that now we can add more functionality in terms of directories or mobile numbering plans.
What we don’t find with many businesses – although some are totally mobile – is devotion to one or the other. They often want
a blend of fixed and mobile numbering arrangements.”
Dr Mike Short, Vice President of Research and Development, Telefónica O2 Europe
© Analysys Mason Limited 2008
Fixed–mobile convergence in enterprise voice in Europe
34
Actions
Actions [3]

PBX vendors should offer FMC modules. Enterprises that retain fixed voice systems will regard it as
normal to use mobiles as extensions. Vendors must be able to offer this to enterprises.

Vendors should make sure that mobile add-ons are easy to use. Most users will not make any extra
effort to benefit from FMC features – especially if the main benefit is a reduced bill. Interface design must
be as simple as possible.

Vendors should put more effort into educating their sales channels. Matching solutions to problems is
a rare skill, but vendors can do more to ensure that their salespeople understand what the solutions can do
and the kinds of problems they are likely to solve.

Telecoms VARs and systems integrators should develop skills in FMC. As using mobile phones with
the PBX becomes a normal requirement, those installing and managing company networks must be able to
meet this need.
“Devices need to be very easy to use. Ease of use is one of the key things that customers come back to us about time and
time again.”
Rocky Majahan, Director of Mobility, BT Global Services, BT
“We have our own Cisco Unified Personal Communicator and I use it every day, because on the directory I’ve got full presence
information about my colleagues, so if they are online on a laptop or a desk phone that goes into the presence engine and if
they go offline on the mobile you can see that.”
Tim Stone, Senior Marketing Manager, Unified Communications Europe, Cisco Systems
© Analysys Mason Limited 2008
Fixed–mobile convergence in enterprise voice in Europe
35
Document map: Authors, copyright and key to acronyms
Document map
Executive summary
There are several types of enterprise FMC
Key drivers of enterprise FMC adoption
Key barriers to enterprise FMC adoption
Overall trends in enterprise FMC
Country differences in enterprise FMC adoption
Actions
Authors, copyright and key to acronyms
List of figures and tables
About Analysys Mason reports and services
© Analysys Mason Limited 2008
Fixed–mobile convergence in enterprise voice in Europe
36
Authors, copyright and key to acronyms
Authors
Margaret Hopkins (Analysys Mason Associate) is Principal Analyst with Exegesys and supplies Analysys
Mason with enterprise research. Margaret specialises in fixed and mobile voice and data services for
enterprise and SME customers. She has produced research for Analysys Mason in the areas of IP telephony,
FMC voice, data services in the WAN, managed services for business, broadband access, network cost
modelling, and value-added services for residential customers. She has produced a number of prescient
reports on areas such as Ethernet in the WAN, next-generation networks, IP local loop and Internet telephony.
She regularly contributes to the international press on a wide range of telecoms issues and has been quoted
by the Financial Times, Global Telecoms Business, Telecommunications Online and Total Telecom. Margaret
has been associated with Analysys Mason for 20 years. She has an MSc in Telecommunications and
Information Systems and started her career in the Post Office Telecommunications Long Range Planning
Department.
Tony Lavender (Managing Partner) joined Analysys Mason in 2007 from Ovum, where he had worked since
1999. At Ovum, Tony led a large research programme covering the telecoms, software and IT services sectors,
while his own particular focus was on telecoms industry and regulation issues. Tony’s extensive management
experience includes leading a global team of 90 people and responsibility for research revenue of GBP12
million. Before Ovum, Tony spent two years at Oftel and worked at BT for 18 years. He has a degree in
Electronic and Electrical Engineering.
© Analysys Mason Limited 2008
Fixed–mobile convergence in enterprise voice in Europe
37
Authors, copyright and key to acronyms
Acknowledgements
The authors would like to thank Sandro Falleni of Vodafone Italy and Alan Lambe of NI Electricity who gave
their time for interviews along with those whose details are included where they are quoted in the report, and
Federico Ciccone of On Telecom for helping with interview contacts.
In addition, the authors are grateful to the following individuals from Analysys Mason for their contributions:
Johann Adjovi, Emil Arnell, Tony Haigh, Daniel Jones, Mark Main, Terence Prospero, Rupert Wood and Renata
Zakova, as well as Hilary Bailey for checking the forecast models, and Mark Chambers and Sarah Peake for
editorial support.
Copyright
Published by Analysys Mason Limited, St Giles Court, 24 Castle Street, Cambridge, CB3 0AJ, UK
Tel: +44 (0)1223 460600; Fax: +44 (0)1223 452800; Email: [email protected];
Web: www.analysysmason.com/research
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© Analysys Mason Limited 2008
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in
any form or by any means – electronic, mechanical, photocopying, recording or otherwise – without the prior
written permission of the publisher.
ISBN 1 905495 80 3
© Analysys Mason Limited 2008
Fixed–mobile convergence in enterprise voice in Europe
38
Authors, copyright and key to acronyms
Disclaimer
Analysys Mason Limited maintains that all reasonable care and skill have been used in the compilation of this
publication. However, Analysys Mason Limited shall not be under any liability for loss or damage (including
consequential loss) whatsoever or howsoever arising as a result of the use of this publication by the customer,
his servants, agents or any third party.
Analysys Mason Limited recognises that many terms appearing in this report are proprietary; all such trademarks
are acknowledged and every effort has been made to indicate them by the normal UK publishing practice of
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The opinions expressed are those of the stated authors only.
© Analysys Mason Limited 2008
Fixed–mobile convergence in enterprise voice in Europe
39
Authors, copyright and key to acronyms
Key to acronyms
ASPU
Average spend per user
MNO
Mobile network operator
CRM
Customer relationship management
MVNO
Mobile virtual network operator
DECT
Digital Enhanced Cordless
Telecommunications
PBX
Private branch exchange
PSTN
Public switched telephone network
QSIG
ETSI-defined access signalling standard
ROI
Return on investment
SIM
Subscriber interface module
SIP
Session Initiation Protocol
SME
Small or medium-sized enterprise
TDM
Time-division mulitplexing
VAR
Value-added reseller
VoIP
Voice over Internet Protocol
VPN
Virtual private network
Wi-Fi
Wireless fidelity
DPNSS
Digital Private Network Signalling System
FMC
Fixed–mobile convergence
GPRS
General packet radio service
IM
Instant messaging
IN
Intelligent network
IP
Internet Protocol
iPBX
IP private branch exchange
IT
Information technology
IVR
Interactive voice response
LAN
Local area network
MNC
Multinational corporation
© Analysys Mason Limited 2008
Fixed–mobile convergence in enterprise voice in Europe
40
Document map: List of figures and tables
Document map
Executive summary
There are several types of enterprise FMC
Key drivers of enterprise FMC adoption
Key barriers to enterprise FMC adoption
Overall trends in enterprise FMC
Country differences in enterprise FMC adoption
Actions
Authors, copyright and key to acronyms
List of figures and tables
About Analysys Mason reports and services
© Analysys Mason Limited 2008
Fixed–mobile convergence in enterprise voice in Europe
41
List of figures and tables
List of figures
Figure 1: Spend on fixed, mobile and FMC voice calls and connection by enterprises in Western Europe,
2008–2013
Figure 2: Traditional PBX with FMC system on site
Figure 3: iPBX with FMC system on site
Figure 4: FMC intelligence in the MNO network
Figure 5: Mobile-only service with hosted PBX
Figure 6: Mobile-only shared service
Figure 7: FMC solution based on dual-mode phones
Figure 8: Mobile usage versus mobile premium by country in Western Europe, 1Q 2008
Figure 9: Penetration of FMC solutions among enterprise users in six countries in Western Europe, 2008–
2013
Figure 10: Penetration of FMC solutions among enterprises in six countries in Western Europe, 2008–2013
Figure 11: Spend on fixed, mobile and FMC by enterprises in Western Europe, 2008–2013
Figure 12: Percentage of enterprises without a traditional PBX in six Western European countries in 2013
Figure 13: Percentage of enterprises using VoIP in six Western European countries, 2008–2013
Figure 14: ASPU by technology for Western Europe, 2008 and 2013
© Analysys Mason Limited 2008
Fixed–mobile convergence in enterprise voice in Europe
42
List of figures and tables
List of tables
Table 1:
Demand-side drivers of enterprise FMC adoption
Table 2:
Supply-side drivers of enterprise FMC adoption
Table 3:
Obstacles to enterprise FMC adoption
Table 4:
Overall trends in enterprise FMC
Table 5:
Early adopter market segments for FMC
© Analysys Mason Limited 2008
Fixed–mobile convergence in enterprise voice in Europe
43
Document map: About Analysys Mason reports and services
Document map
Executive summary
There are several types of enterprise FMC
Key drivers of enterprise FMC adoption
Key barriers to enterprise FMC adoption
Overall trends in enterprise FMC
Country differences in enterprise FMC adoption
Actions
Authors, copyright and key to acronyms
List of figures and tables
About Analysys Mason reports and services
© Analysys Mason Limited 2008
Fixed–mobile convergence in enterprise voice in Europe
44
About Analysys Mason reports and services
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