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Telecom Services in Vertical Markets 2008-2013
a market research report
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Telecom Services in Vertical Markets 2008-2013, the eleventh market analysis study in this series from INSIGHT Research, quantifies the telecom spending habits of major US industry segments for wired and wireless services. This report examines wired and wireless spending trends in the general economy and then delves into wired voice and data service spending patterns and wireless spending for specific industry segments, including: healthcare; construction; retail trade; wholesale trade; educational services; financial, insurance, and real estate services; professional business services; hotel and lodging; transportation; communications; utilities; entertainment and media; durable manufacturing; and non-durable manufacturing.
As competition drives down margins, solution selling into vertical markets enables real competitive differentiation, and allows increasingly sustainable profit margins. Vertical marketing opens new doors, taps niche markets, and builds customer loyalty. When telecom providers focus on vertical market solutions, they move away from the commodity voice sale and toward higher-margin, value-added services.
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Report Excerpt
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The objective of this market research report is to
examine and quantify the opportunities in various vertical industries for
the telecommunications service provider community.
Insight examines 14 vertical
markets in this report, segmented according to Standard Industrial
Classification (SIC) developed by the US Department of Commerce and the
North American Industry Classification System (NAICS) developed by the
Bureau of Labor Statistics (BLS). These 14 vertical markets represent the
majority of establishments in the US. This study begins with total telecom
revenues, divides them between the business and the residential markets, and
then examines the driving forces in each of 14 selected vertical industry
markets. The forecasts and segmentation in this report are based on data
from the US Bureau of the Census, the BLS, the Bureau of Economic Analysis,
the Federal Communications Commission (FCC), Standard & Poor’s (S&P), and a
private study that was conducted on approximately 468,000 business sites
completed in the third quarter of 2008.
Telecommunications products and services are, by their
very nature, commodity products, since they exhibit little or no
customization. Telecom providers recognize the commodity nature of their
product when they market horizontally—offering everything to everyone,
everywhere. Horizontal marketing provides generic “one-size-fits-all”
offerings. In contrast, vertical marketing focuses on developing solutions
to user problems within specific industries. In this market analysis report
our thesis is as follows: with competition eating into already anemic
profit margins, solution selling by vertical industry becomes an
attractive way for telecommunications vendors to differentiate and a viable
way to maintain profitability and sustained growth. Four principal growth
factors affect telecommunications expenditures significantly..........
Download the Free Executive Summary
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Market Segmentation
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Total Wireline Market
Business vs. Residential Wireline Market
Verticals: Healthcare, Construction,
Retail Trade,Wholesale Trade,
Educ,Social Svcs & Member Org,
Financial, Insurance, Real Estate
Svcs,Professional Business Svcs,
Hotel & Lodging, Transportation,
Communications, Utilities,
Entertainment & Media, Durable
Manufacturing, Non-Durable Manufacturing,
All Others
Expenditures by Vertical Markets
Wireline Data vs. Voice Markets
Wireline Data Expenditures
by Vertical Markets
Wireless Expenditures by Verticals
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Table of Contents
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Chapter I
Executive Summary
1.1 Vertical Industry
Telecommunications Spending
1.2 Telecommunications and
Vertical Marketing
1.3 Telecommunications
Expenditures by Vertical Industry
Chapter II
Market Overview
2.1 Classification Systems
2.2 Segmentation and Performance
2.2.1
Wholesale Trade
2.2.1.1 S&P Indices
2.2.2
Financial, Insurance, and Real Estate Services
2.2.2.1 S&P Indices
2.2.3
Professional Business Services
2.2.3.1 S&P Indices
2.2.4
Communications
2.2.4.1 S&P Indices
2.2.5
Durable Manufacturing
2.2.5.1 S&P Indices
2.2.6
Healthcare
2.2.6.1 S&P Indices
2.3 The Healthcare Industry in the
Spotlight
2.3.1
An Industry Structure Ready for Change
2.3.2
Carrier Opportunities
2.3.3
The Importance of Vertical Marketing
2.4 Telecommunications Industry
Trends
2.4.1
The Green Enterprise Agenda
2.4.1.1 Real-Time Environmental Compliance and Audit
2.4.1.2 Branch Office/Remote Office
2.4.1.3 Mobile Workers
2.4.1.4 Supply Chain and Field Optimization
2.4.1.5 ICT Device Recycling
2.4.1.6 Building Management
2.4.1.7 Telecommuting
2.4.1.8 Mobile Resource Management (MRM)
2.4.1.9 Global Data Center Management and Grid Management
2.4.1.10 Green IT Data Centers
2.4.1.11 Enterprise Summary: The Environmental Footprint
2.4.2
Fixed Mobile Convergence and the Enterprise
2.4.2.1 Why Carriers Stall Corporate FMC
2.4.3
Private Line Trends
2.4.3.1 Competition in the Local Loop
2.4.3.2 Alternatives to Private Line Services
2.4.3.3 The Future of Private Lines
2.4.4
Managed Services
2.4.4.1 Definition of Managed Services
2.4.4.2 How Fast Will Managed Services Grow?
Chapter III
Drivers and Expenditures
3.1 Drivers of Telecom
Expenditures
3.1.1
Growth in Employment
3.1.2
Growth in Occupations
3.1.3
Size and Number of Establishments
3.2 Telecom Expenditures by
Vertical Markets
3.2.1.1 Direct Dial
3.2.1.2 ISDN
3.2.1.3 DSL
3.2.1.4 T1
3.2.1.5 T3
3.2.1.6 800 Lines
3.2.1.7 Cell Phones
3.2.1.8 Cell Phone Providers
3.2.1.9 VoIP Presence and Providers
Chapter IV
Site Studies
4.1 Overview
4.1.1
Education Purchasing Trends
4.1.2
Government Purchasing Trends
4.1.3
Healthcare Purchasing Trends
4.2 Average Monthly Long Distance
Expenditure (Per Employee Per Site)
4.2.1
Turner Broadcasting Systems Inc.
4.3 Direct Dial Lines
4.3.1
Cleveland Clinic Foundation
4.3.2
California State University, Long Beach
4.4 Integrated Service Digital
Network (ISDN)
4.4.1
National Naval Medical Center (NNMC)
4.5 Digital Subscriber Lines
4.5.1
Northern Illinois University
4.6 Total T1 Lines
4.6.1
University of Maryland Medical Staff Office
4.7 Total T3 Lines
4.7.1
St. John’s River Water Management
4.8 800 Lines
4.8.1
Magellan Health Services
4.9 Cell Phones
4.9.1
US Department of Transportation
4.10 Monthly Cell Expense
4.10.1
Burns & McDonnell Engineering
Chapter V
Vertical Market Forecasts
5.1 Overview
5.2 Methodology
5.3 Prognoses
5.3.1
US Total Wireline Market
5.3.2
US Business vs. Residential Wireline Markets
5.3.3
US Business Expenditures in Vertical Markets
5.3.4
US Wireline Data vs. Voice Markets
5.3.5
US Business Wireline Data Expenditures in Vertical Markets
5.3.6
Total US Wireless Market
5.3.7
US Business Wireless Expenditures in Vertical Markets
Table of Figures
Chapter I
I-1 Drivers of Telecom
Expenditures in Vertical Markets
I-2 Total US Telecom Wireline
Market, 2008 and 2013
I-3 Top-Tier Business Expenditures
for Telecom Wireline Services, 2008 and 2013
I-4 Total US Telecom Wireless
Services, 2008 and 2013
I-5 Top-Tier Business Expenditures
for Telecom Wireless Services, 2008 and 2013
Chapter II
II-1 Number of Establishments with More
than 1,000 Employees by Industry
II-2 IT and Telecom Healthcare Market
Structure
II-3 Healthcare Networks
II-4 Common Fixed Mobile Convergence
Scenarios
Chapter III
III-1 Drivers of Telecom Expenditures in
Vertical Markets
III-2 Total US Employment, 1986-2016
III-3 Total US Business Establishments,
1992-2005
Chapter V
V-1 US Business Wireline and Wireless
Revenues, 2008-2013
V-2 US Total Wireline Revenue, 2008-2013
V-3 US Wireline Expenditures by Business vs.
Residential, 2008-2013
V-4 US Business Top-Tier vs. All Other Telecom
Expenditures, 2008 and 2013
V-5 US Business Wireline Broadband Data
Revenue, 2008-2013
V-6 US Business Wireline Data Market Share,
2008 and 2013
V-7 US Total Wireless Revenues, 2008-2013
V-8 Top-Tier Business Wireless Expenditures
vs. All Others, 2008 and 2013
Table of Tables
Chapter II
II-1 Classification System Coding
II-2 North American Industry Classification
System (NAICS) Divisions
II-3 Wholesale Trade Representative Indices
II-4 Financial, Insurance, and Real Estate
Services Representative Indices
II-5 Professional Business Services
Representative Indices
II-6 Communications Representative Indices
II-7 Durable Manufacturing Representative
Indices
II-8 Healthcare Representative Indices
II-9 Healthcare Market Segments
II-10 Market Segments for Wireline and Wireless
II-11 Green Communications Portfolio of Product Domains,
Services and Applications
II-12 Application of Technology to Cross Industry Needs
II-13 Green Communications Footprint: Enterprise Economic
Sector
II-14 Managed Services Segments
Chapter III
III-1 Employment by Major Occupational Groups, 2006
and 2016 Projected
III-2 Twelve Fastest Growing Occupations, 2006-2016
III-3 Distribution of US Companies by Size, 2000
III-4 Telecom Wireline Expenditures by Vertical
Market, 2008 Forecast
III-5 Industries in the Data Communication Lines and
Corresponding Vertical Markets
III-6 Ave. Monthly Long Distance Exp. per Site by
Size, 2005, 2006, 2007, and 2008
III-7 Rank of Ave. Monthly Long Distance Exp. per
Site by Size, 2005, 2006, 2007, and 2008
III-8 Rank of Direct Dial Lines per Site by Size,
2005, 2006, 2007, 2008
III-9 Rank of ISDN per Site by Size, 2005, 2006,
2007, and 2008
III-10 Rank of DSL Lines per Site by Size, 2005, 2006, 2007, and
2008
III-11 Rank of T1 Lines per Site by Size, 2005, 2006, 2007, and
2008
III-12 Rank of T3 Lines per Site by Size, 2005, 2006, 2007, and
2008
III-13 Rank of 800 Lines per Site by Size, 2005, 2006, 2007, and
2008
III-14 Rank of the No.of Cell Phones per site by Size, 2005,
2006, 2007, and 2008
III-15 Percent of Sites with VoIP Presence by Size, 2006, 2007,
and 2008
Chapter V
V-1 US Total Wireline Revenue by Type of
Provider, 2008-2013
V-2 US Business Wireline Revenue by Type of
Provider, 2008-2013
V-3 US Business Telecom Wireline Expenditures
by Vertical Market, 2008-2013
V-4 US Business Wireline Broadband Data Rev.
as a % of Local and Long Dist., 2008-2013
V-5 US Total Wireline Broadband Data
Expenditures by Vertical Market, 2008-2013
V-6 US Business Wireless Revenues, 2008-2013
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