Mobile enterprise applications in India: marketing strategies for a wireless terminal manufacturer

Abstract

This project is an attempt to study the enterprise mobility market in the SME sector in India, from the perspective of a mobile handset manufacturer. Enterprise mobility is defined as the ability for an enterprise to connect and control suppliers, partners, employees, assets, products, and customers from any location. This report first analyzes the trends in the enterprise mobility and the emergence of a mobile enterprise in India. Typical applications that require enterprise mobility and the various stakeholders involved are described. An extensive literature survey was conducted on the aspects of strategic management and B2B marketing. In particular, SPIN techniques and concepts of Content Analysis were probed in detail. The secondary research conducted the market for enterprise mobility is covered next. Some typical case studies on the usage of enterprise mobility are presented too. The enterprise market was then segmented into separately addressable chunks and the segment of urban, old economy SMEs in the engineering sector was chosen for further study. The justifications for choosing this segment are explained in this report. A primary research was conducted to find out the needs of this segment by using SPIN techniques. These results were analyzed using content analysis and the most important issues were identified. At this stage, current solutions from different vendors were also studied. Finally, the learning from primary research and secondary research were combined and recommendations in terms of the solutions for small and medium enterprises separately are provided.