IP-based technology presents new technical and business challenges for telecom operators, but also opens up new ways to compete cost-effectively in the communications market.

Enterprises are estimated to provide half the revenue for the typical, traditional fixed-line operator, with the telephony average revenue per user (ARPU) of a business user typically 50 percent higher than that of consumers. There is a similar ratio for mobile subscribers. Small enterprises in particular offer the fastest revenue-growth potential of all end-user segments. Small to medium enterprises (SMEs) offer four-times the level of ARPU compared to that of individual consumers.

There are significant opportunities to increase revenue by focusing on boosting average revenue per enterprise (ARPE). For example, revenue per user can be increased by providing simplified ways of working within an enterprise that simultaneously support increased communication usage. Combined voice, data and multimedia packages that offer convenience and user-friendly features, with options to use services within and outside the work environment, can support client requirements and increase revenue per enterprise user.

Eva Windisch, Ericsson's Enterprise Strategic Marketing Manager, says: "To increase the total number of enterprise users, operators can provide holistic solutions that increase penetration throughout the enterprise.

"The Ericsson One Phone concept provides efficient integration of mobile extension into the corporate PBX. This brings mobile telephony under corporate control and gives better cost control. It also reduces the number of communications devices needed per employee.

"Offering fixed and mobile convergence can boost operator penetration within the enterprise significantly, from 10-20 percent up to 60-80 percent."

Boosting loyalty and reducing churn is also a key ingredient in boosting operator revenue.

Service-level agreements, single-source solutions and enterprise-wide contracts are key to cementing an ongoing relationship. Operators can benefit from a sole-supplier status, while enterprises gain significant cost control, and streamlined and scalable services from a single point.

"Ultimately, there's no one-size-fits-all enterprise solution," Windisch says. "While SMEs typically want simple, out-of-the-box solutions, large enterprises often demand integrated communication solutions to leverage on investments already made. But all enterprises share some key driving factors. Regardless of the type, size or segment, when it comes to communications, cost control, quality, increased productivity, security and overall customer satisfaction are central. The key for the operator is to develop a strategy to address the enterprise segment and then package an offering based on the specific needs of the target group."