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The Mobile point-of-sale solutions for SMEs: strategies for mobile operators and vendors

The Mobile point-of-sale solutions for SMEs: strategies for mobile operators and vendors

Mobile point-of-sale (mPOS) solutions address a critical need for small businesses. This report describes how mobile operators can bundle these solutions with other services, in order differentiate their product portfolio, retain small and medium-sized enterprise (SME) customers, and increase the attractiveness of their core telecoms services.


About this report
Executive summary
Competition to provide services to SMEs is fierce, and operators need to find new ways to attract customers in this segment
Partnerships and bundles can help operators to differentiate by providing relevant mPOS and connectivity packages for small businesses
Recommendations
mPOS platforms help operators to target the SME segment with products and services that address the specific needs of these businesses
mPOS devices complement mobile operators' established portfolios of products for SMEs
Operators must understand the opportunities and challenges that influence the take-up of mPOS solutions
Operators must segment their SME customer base in order to include mPOS solutions in highly targeted service bundles
Existing mPOS operator offerings are based on reseller partnerships or own-built products
EE's mPOS partnership is a pure reseller agreement that bears minimal exposure for the operator
Telecom Italia bundles its mPOS platform to help SMEs comply with regulatory changes, and make its data plans more attractive
Orange uses its own banking subsidiary to compete with similar services from banks
mPOS vendors must respond to an increasingly competitive market by ensuring a diversity of channels to market, including those of operators
Mobile operators make good partners for mPOS vendors, because they offer customer knowledge and reach
Vendors can use two main strategies to engage operators as part of their mPOS solutions
About the authors
About Analysys Mason
Research from Analysys Mason
Consulting from Analysys Mason
List of figures
Figure 1: Vendor and operator strengths in partnerships to target SMEs with mPOS solutions
Figure 2: SME revenue by mobile service, Western Europe, 2014–2019
Figure 3: Addressable market for mPOS solutions in European Union member states, 2014
Figure 4: Comparison of go-to-market strategies for mPOS vendor–operator partnerships

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