‘It’s a no-brainer,’ exclaims Chris Griffin, director of mobile solutions at Advanced Mobile
Griffin is excitedly discussing the company’s latest strategy for growth, which will see it cross-sell mobile to parent company Advanced Computer Software’s base of 7,000 corporate customers. ‘We have been providing critical services to them for years so we’ve proved our value and we have their trust…We are going to see incredible growth in this area next year.’
AMC has already sold around 1,800 Sim connections to ACS’s corporate customers, via O2, Vodafone and EE, since launching its cross-selling drive two months ago. Griffin predicts AMC will more than double that figure by March 2013.
The division was set up by parent group ACS as a one-stop-shop providing airtime and handheld devices to its growing base of more than 13,000 user orders for ACS’s mobile healthcare solutions iConnect and iNurse. Demand for the software applications is largely driven by NHS Trusts looking to cut healthcare costs, increase efficiency and meet compliance obligations.
'Between May 2011 and the end of February 2012 we signed up more than 9,000 Sim connections to be used by our iConnect and iNurse application users, and we expect to see our orders for the
application base of 13,000 users double across both products by the end of February 2013,’ says
Mobile connections for ACS’s homecare application iConnect are largely via EE’s Orange network, with Vodafone supplying the major share of connections for iNurse. Vodafone also has a
partnership deal with AMC to directly supply iNurse as part of its mHealth mobile solutions
Griffin describes demand for healthcare applications as ‘phenomenal’, with its uses ranging from compliance to appointment changes. He adds the desire for better ways of working across the
public and private sector will lead to a long-term boom in demand. The company is also targeting
new vertical markets for its mobile software applications. ‘Another big driver for growth is the
cleaning and facilities management space, as well as the security, gas and oil markets. They are
all areas we are looking to move into,’ Griffin says.
The networks have signalled their approval, with AMC promoted to Gold Partner status after winning Vodafone Silver Partner of the Year in April this year, and it recently joined the hallowed circle of EE’s b2b 4G partners. But Griffin says it has taken time for mobile network operators to understand the business. ‘ARPU from our application users is typically around £18 a month, so it has been difficult in the past to get low-cost tariffs from the networks. But they get it now, particularly with the corporate market coming in behind us.
‘Whereas our ARPU for software application customers is around £18 a month, ARPU for corporate customers is around £36 a month. We are aiming to get that up to £42 a month within the next 12 months.’
AMC is also planning to take on reseller partners to drive further growth, prompted largely by
the success of a one-off deal it cut in July with utility reseller Access to Profit, to sell
mobile into its base of large enterprise customers. ‘That is going really well with orders
gaining momentum and exciting prospects for the future,’ says Griffin.