Mobile opportunities

Mobile technologies are now a vital tool for people carrying out all types of jobs across the UK. Whether that’s a retail worker who now needs access to more information throughout the store, or an office worker who needs to be able to carry out their work on-the-go, mobile devices and the networks that power them offer a number of opportunities for resellers, MSPs and companies across the Channel.

The networks that power mobile solutions are steadily progressing, offering businesses more reliable and faster connectivity for workers wherever they need it. In Ofcom’s Connected Nations update in April, the regulator reported that mobile coverage has remained stable for 4G in recent months, with around 93 per cent of the UK landmass now predicted to have good outdoor 4G coverage from at least one operator. This area includes nearly all the premises in the UK. 5G coverage has also remained steady over the previous four months with around 92 per cent of premises now able to get a 5G signal outdoors, from at least one mobile network operator.

So, what are businesses using mobile for? Andrew Wilford, managing director, mobile, Giacom, explained, “The demand for enhanced connectivity for agile and remote work remains strong, with 4G and 5G technologies crucial for ensuring workers remain connected and productive regardless of location. This enhanced mobile connectivity facilitates real-time collaboration and communication, reflecting a shift in IT consumption and procurement patterns among SMBs over the past three years. These changes highlight the increasing acceptance of hybrid work models and the heightened reliance on remote IT solutions.”

With more businesses tapping into mobile solutions, it is becoming increasingly vital that they can monitor if there is an issue with the networks they are using. Martin Saunders, COO, Highlight, said, “In our role of helping organisations to gain observability of their technology services, we are seeing a strong demand for mobile networks used for both fixed site and temporary connectivity. This has been particularly evident over the last 12 months as 5G’s improving bandwidth becomes more widely available.”

Saunders explained why more businesses are using mobile networks, either as primary or secondary connectivity. He said, “Businesses are increasing their use of mobile as a broadband network as either a fast start technology whilst waiting for fixed line Ethernet or fibre broadband services to be installed or as a temporary connection when they don’t want to commit to a long-term contract. The fast-start situations are common across all industries particularly the construction sector since it is convenient to get connected in short timeframes as well as the ability to make rapid changes.

“For more longer-term situations, mobile is being used as a secondary form of connectivity where it acts as a backup to the primary Ethernet or broadband fibre network. This is particularly appealing in the retail sector where small shop owners can rarely afford high capacity and high reliability circuits.”

That chimed with the view of Simon Colledge, client director, Comms365. He said, “When businesses need high-speed connectivity, they need it fast, and fixed-line deployments can experience a range of delays. That’s why we’re seeing a growing demand for our mobile 4G and 5G broadband or cellular broadband services, which help get businesses online quicker. Then, once fixed lines are deployed, the cellular connection can be repurposed as a failover to ensure 100 per cent business continuity.

“And, as mobile network speeds and coverage continue to improve, we expect more businesses to ignore fixed-line altogether, opting for mobile broadband as a primary internet connection given the additional flexibility it provides.”

Lee Broxson, CSO, Jola, who also pointed out the widening use cases for mobile solutions. Broxson said, “Mobile data solutions are a huge growth area for the Channel because they can replace traditional fixed line as well as provide reliable connectivity for a plethora of new M2M applications, of which digital signage, ANPR/CCTV cameras and tracking are just a few examples.”

Adam Wilson, director of strategic partnerships in EMEA, Vonage, added, “Half of the world’s workforce will be mobile-first by 2028, meaning that companies need to arm their employees with tech so they can work and collaborate with their team on-the-go.”

Wilson explained that, because of this shift, unified communications (UC) apps are becoming increasingly popular, and there is a need for employees to be able to seamlessly shift between the different tools they need.

He said, “UC apps allow users to access voice, video and messaging channels, as well as collaboration tools. Enterprise Messaging Solutions are another solution that’s in demand – these allow businesses to send and receive text messages from the same business phone number across smartphones, desktops and tablets. Businesses are using this functionality to deliver seamless, streamlined customer experiences.”

For Justin Hamilton-Martin, director of product strategy, Enreach for Service Providers, mobile solutions are offering more benefits for employees and the business as a whole. He said, “The way that people work has changed and mobile solutions are an integral pillar for that shift. We all now have this incredible computing power and a lot of information about our lives in our pockets.

“As mobile vendors progress their offerings, we are seeing more innovative technologies being embedded into these devices. This can allow productivity and customer experience benefits to be embraced by all: once this potential is embraced by software and solution providers. The demand is there for tools to work smarter and provide a better CX.”

Despite easy access to innovative new technologies, SMS remains an important communication tool. Tom Rahder, chief marketing and product officer, Esendex, said, “From managing appointments, to checking the news and managing our finances, mobile devices have become absolutely integral to our day-to-day lives.

“For this reason, SMS continues to be a hugely popular solution and is as in-demand today as it was when it was first introduced. Open rates and response rates with text messages are still very high and more people will still open a text message within a few minutes of receiving it, rather than an email.”

Rahder added that, as the use of SMS itself advances, the company is also seeing a demand for RCS (Rich Communication Services) solutions. These, Rahder explained, offer a richer, more personalised experience for customers.

He said, “Businesses can create and send fully branded communications to their customers with full multimedia interactivity within the message. It allows them to add in hi-res images, QR codes, videos, audio and even reply buttons, all within a single message. It’s this kind of two-way communication that we’re seeing a greater demand for and it can also be combined with multi-channel integration to ensure a frictionless experience for the consumer.”

Emerging capabilities

There are more opportunities on the horizon as mobile networks and devices continue to mature. Wilford, from Giacom, expects the IoT market to break new ground. He said, “By 2025, the IoT market is expected to see a CAGR of 28 per cent, reaching 5 billion cellular IoT connected devices globally by 2030. This presents an enormous opportunity for the Channel to capitalise on and to deliver substantial value to SMB customers with complementary services.”

He added that, to assist partners in seizing the opportunity, Giacom is set to launch Smart Mobile Data. This will enable partners to offer mobile connectivity solutions that are reliable, resilient, secure, and flexible.

He said, “This initiative will greatly enhance our comprehensive suite of mobile, communications and cloud products. By integrating Smart Mobile Data into their portfolio, channel partners can significantly enhance their service offerings, providing SMB customers with innovative solutions that meet the demands of this fast-growing sector of the market.”

Progress is also continuing to be made to mobile hardware, with technological improvements opening new doors for channel companies.

Colledge, from Comms365, said, “We are seeing significant advances in antennas and routers that enable higher throughput with new advanced technologies such as Wi-Fi 6E and MIMO. More aesthetically pleasing antennas and routers, specifically made for indoor use, are in demand, too, offering the same reliable performance while reducing the need for costly external solutions that regularly become an obstacle to closing sales.”

Colledge added that on-the-go connectivity is an another “exciting area” as “more organisations seek to deliver connected vehicles to provide Internet for users while on the move or in rural locations”. He said, “These can even offer opportunities for data collection – such as environmental information like air particulates to monitor pollution levels, vibration sensors to measure the condition of roads, or simply weather conditions – which can then be monetised and sold to government agencies and other organisations.”

Network slicing, where multiple virtual networks are created on top of a shared physical network to provide greater flexibility in the use and allocation of network resources, is another potential area where businesses and organisations want to invest.

Wilson, from Vonage, said, “The ability to embed ultra-low latency, high bandwidth and network slicing features directly into mobile applications is definitely an exciting prospect. The potential to cater to sectors, such as healthcare, that require real-time responsiveness, high data throughput and reliable connectivity will result in ground-breaking new use cases, such as being able to triage non-emergency incidents.”

Ian Cottingham, director, mobile network operators and digital infrastructure, BT Wholesale, added, “Network slicing will enable communications providers to deliver a mobile network for specific use cases using the same physical infrastructure – lowering costs and ensuring a more sustainable industry. This will guarantee performance so those experiences and workflows that require constant low latency, high-capacity connectivity, such as gaming, will always receive it.”

FMC

Fixed Mobile Convergence (FMC) is also helping to advance UC offerings. Neil Greenwood, head of product management, Dstny for Service Providers, explained, “When it comes to solutions driving demand for mobility in the Channel, we are seeing FMC at the centre of most people’s attention. FMC is being dubbed as UCaaS mobility 3.0, and businesses inside and outside of Europe are realising just how powerful it can be.

“With native solutions becoming more powerful, the Channel is seeing how their devices are becoming a mobile subscription with an in-built business telephony platform attached to it.”

Jamie Hughes, sales director for the UK, Evolve IP, added, “We are seeing growth around FMC. When we launched a solution around seven years ago, there was appetite for it but at the time it was cost prohibitive and viewed as niche. Now the cost point has plummeted, so demand has picked up.”

Hughes explained that the lower cost of enablement offers more choices. He said, “That could be a green or brownfield site using an FMC device based on a SIM-enabled handset; where a physical phone within a portable building becomes a complete communication solution with extension dialling, analytics and call recording. Because it works off a GSM network and not data it can deliver more impact with quicker and cheaper deployment.

“FMC is definitely becoming more popular and we’re also seeing more traction around a hybrid approach of a mixed estate where some people are on FMC, some on Webex for collaboration and also others using a fixed phone perhaps in a contact centre. The seamless merger of different technologies is quite exciting and unique.”

Bringing mobile indoors

Mobile networks have historically been hamstrung by indoor connectivity challenges, but organisations are now finding they need to bridge those gaps to ensure continuous connectivity as users move around or between buildings.

Brendan Hourihane, senior director, Freshwave, explained, “Construction materials often block mobile signal from entering buildings which means these buildings need an in-building connectivity system installed so everyone inside can still use their mobile devices.

“People will be reluctant to come to a workplace if the connectivity they have at home is better and allows them to be more productive. For employers wanting to attract people back to the workplace, mobile connectivity is essential.”

Freshwave provides neutral host technology that can ensure mobile connectivity on behalf of all four operators via both small cells and distributed antenna systems (DAS).

Hourihane explained, “We’re seeing high demand for 4G mobile services across every type of organisation, from offices to hospitals to stadiums. Having also deployed private networks for several years now we’re seeing increasing demand for them and expect this demand to only increase as 5G devices proliferate.”

Moving between eras

One key development over the past 12 months has been the sunsetting of 3G services across the UK. At the same time, 5G networks are continuing to reach wider geographical areas.

Wilford, from Giacom, explained, “This transition represents much more than a simple technology upgrade, it’s a fundamental reimagining of mobile connectivity, with far-reaching implications for businesses, consumers and the economy at large. The shutdown of 3G services will of course necessitate device upgrades to ones compatible with 4G and 5G networks, presenting substantial short-term opportunities for the Channel to leverage the sale of mobile hardware.

“The arrival of 5G has already begun to revolutionise the mobile experience, characterised by faster download and upload speeds, seamless streaming of high-definition content and superior overall performance. This transformation translates into increased user satisfaction and deeper engagement with mobile applications and services.”

One key challenge is offering new solutions at the right price point. Saunders, from Highlight, said, “The big issue is the cost of devices. Whilst we have had affordable 5G handsets for many years, 5G-capable routers are still at a premium cost.

“Many organisations now have 3G routers that need replacing. Ideally, they would want to install 5G devices, but the cost is still prohibitive in many cases. Since 4G is now commonplace, many are being replaced by 4G routers so users are not gaining the benefit of 5G capabilities.”

Building an offering

So, how can resellers and MSPs go about building a mobile offering? Giacom’s Wilford said that resellers and MSPs should start by consulting with their customers to develop an understanding of how they currently use mobile airtime and hardware to run business processes.

He said this process should involve identifying potential areas for improvement where enhanced technology could streamline operations, or where more cost-effective and customised tariffs could be offered.

He added, “As business communications evolve and the cloud continues to drive business transformations, the convergence of communications and IT is more apparent. Today, many business owners and managers prefer a one-stop-shop approach to procurement, seeking a strategic service provider.

“They’re looking for one strategic partner that can service all their technology needs including all aspects of smarter working, networking, apps and hardware devices.

“Mobile connectivity serves as the anchor product that not only supports essential business operations but also unlocks additional opportunities. For example, IoT and 5G solutions can be used as backups for broadband and Ethernet services, powering cloud applications on the move along with connected devices running IP voice products.

“By integrating these elements, resellers and MSPs can offer comprehensive mobile solutions that cater to the evolving needs of the modern workplace.”

Broxson, from Jola, added, “Choosing the right supplier will tick all the boxes for resellers and MSPs to move quickly into selling mobile data products. Wholesale suppliers will need to give channel partners the tools to uncover and win deals, usually competing with the direct sales arms of the mobile networks.

“They must be an aggregator with access to all the networks and ideally, they will also be an independent MVNO. Most importantly everything must be automated, with real-time APIs offering zero-touch provisioning and management through a single self-service portal.”

BT Wholesale’s Cottingham, also emphasised the importance of using your customer base as your starting point. He said, “The most important aspect of building a successful mobile offering is understanding customer needs.

“Whether that’s reliable mobile connectivity to keep business and collaboration tools online, or utilising 5G and edge to alleviate demand on services, channel organisations need to collaborate closely with their customers to ensure they are providing a mobile offering that supports use cases.

“Once channel partners understand customer demand, working with vendors who are at the forefront of mobile connectivity innovation is crucial. Vendors can provide support such as resources and training to help resellers and MSPs build an evolving and competitive mobile portfolio.”

As with most success within the Channel, partnerships are critical. Hamilton-Martin, from Enreach for Service Providers, said, “It’s all about collaborating with the right partners, finding ecosystems of like-minded organisations that have both deep mobile experience and a mobile-centric strategy.

“No longer can mobile be an add-on: we are far beyond that, so start by finding vendors that truly understand mobile and are committed to its evolution.”