Much has been written and debated about the rising popularity of bring-your-own-device (BYOD) throughout the world. The subject continues to cause headaches for European companies. Our latest research with HR professionals, IT professionals, and suppliers in Europe reveals that:
The business climate in Europe does not favor BYOD deployment.The threat of cost explosions due to cross-border data roaming inhibits BYOD programs; mistakes like putting a BlackBerry SIM into an unauthorized smartphone can cause massive bill shock. Employment regulations, data protection laws, and tax laws inhibiting flat budget models also raise barriers. Finally,asking employees to shoulder responsibility for security andlimited support for private devices endangers business continuity.
BYOD in Europe is happening by accident. European employees are unsatisfied with corporate devices and want to use their own — but according to the Forrsights Telecom And Mobility Workforce Survey, Q2 2013, only 6% of them are willing to pay the full cost of a mobile or smartphone used for business purposes. Official BYOD policies remain the exception rather than the rule. Only 15% of European mobility officers surveyed have gone beyond a pilot phase; fewer than 9% include tablets.
Telefónica invited us recently to its European Analyst day at the headquarters of Telefonica UK (O2) in Slough. Jose Luis Gamo Global Solutions CEO Multinationals started off the day with an ambitious outlook on strategy and revenue growth. He highlighted Telefónica plans to deepen customer engagements by addressing their needs for global contract consolidation, as well as demands for M2M solutions, big data & s analytics and cloud services. Telefónica certainly has a lot to offer. But is Telefónica doing enough to position itself well in the evolution to markets driven by customer experience? We believe that there is potential because:
Telefónica is increasingly competitive in winning global enterprise network contracts. After the global landmark deal with DHL, Telefónica has added large companies including Ferrovial to its customer base. Telefónica, the largest European operator by capitalization, is increasing contract values with existing customers through cross selling activities. Their ability to do so is enabled by a demonstrable focus on the following initiatives: Strengthening professional account management, increased commitment by Telefónica group to the enterprise market, as well as initiatives to improve service management, the technical architecture, customer services and the terms and conditions.