Business Smartphone Purchase Survey 2018 - HMD Global
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HMD Global Business Smartphone Purchase Survey 2018 Findings related to Western European business users
Contents
Introduction............................................................................................................................................. 3
At a glance: .......................................................................................................................................... 3
Methodology ........................................................................................................................................... 3
Main findings ........................................................................................................................................... 4
Purchase criteria for businesses .......................................................................................................... 4
Businesses value a broad range of smartphones ............................................................................ 4
Affordable costs are important – especially for smaller enterprises .............................................. 5
Security patches, OS upgrades and bloatware................................................................................ 6
Enterprise Mobility Management Solutions and deployment tools ............................................. 10
Age of smartphone fleet................................................................................................................ 13
Smartphone brand as a purchase criterion ................................................................................... 14
Ranking of purchase criteria .......................................................................................................... 15
Importance of security features ........................................................................................................ 16
Antivirus software on smartphones .............................................................................................. 16
Mobile threat detection ................................................................................................................ 17
Regular and rapid security patches for smartphones ................................................................... 18
Enterprise Mobility Management (EMM) ..................................................................................... 19
Fingerprint sensor ......................................................................................................................... 20
Overview: rating of security features ............................................................................................ 22
Appendix: Android Enterprise Recommended programme.................................................................. 23
Awareness of Android Enterprise Recommended programme in Western
European businesses ......................................................................................................................... 23
Impact of Android Enterprise Recommendation .............................................................................. 24
2
Introduction
In July 2018, HMD Global – the home of Nokia smartphones – commissioned a survey on
smartphone purchase criteria and security features in Western European businesses with
50+ employees.
At a glance:
• The supply of regular and fast security updates is the most important decision
criterion when purchasing new business smartphones, followed by guaranteed
OS upgrades and the supplier’s ability to provide a broad range of business
smartphones.
• Companies in Western Europe prefer more affordable mobile devices to high-
priced models.
• When comparing smartphone security features, regular and fast security patches
are the most trusted, followed by built-in mobile threat detection, antivirus
software and fingerprint sensors.
• Support of deployment tools and compatibility with Enterprise Mobility
Management solutions is still underestimated.
Methodology
The study was conducted by Lightspeed on behalf of HMD Global – the home of Nokia
smartphones – in July 2018. Purchase decision makers from companies in France (100),
Germany (100), Italy (100), UK (100) and Spain (100) were surveyed via phone. All of them
are either entirely responsible for smartphone purchases (66.4%) or are responsible
along with some other people in the organization (33.6%). Those surveyed represented
smaller companies with 51 – 250 employees (229), middle-sized organizations with 251
– 500 people (118) and large corporates with 500+ employees (153).
3
Main findings
Purchase criteria for businesses
With the increasing digitalization of business processes and the mobilisation of
employees, smartphones have become indispensable tools. This is why "mobile" is
one of the big drivers for IT spending. We wanted to identify the most important
criteria for business decision-makers when purchasing smartphones.
Businesses value a broad range of smartphones
Choice matters: 68% of purchasers want a large range of devices. It’s important to
equip employees with smartphones that meet their individual needs.
Only 7% of respondents felt that a broad range was unimportant.
Purchase criterion: supplier offers a broad range of
business smartphones
not at all important 1%
less important 6%
reasonably important 25%
important 41%
very important 27%
0% 10% 20% 30% 40% 50%
The survey results by company size show that the larger the company the more
important a broad range of products becomes. Only 64% of the smaller companies
(51-200 employees) say that a wide portfolio is important or very important, whilst
72% of large businesses (500+ employees) emphasise that choice is essential.
This reflects the fact that large organizations tend to cover more functions. With a
wider choice, those responsible can tailor their purchasing to find the perfect solution
for every member of staff. They can choose a simple phone for workers who only
need to make calls now and then or support heavy users effectively by specifying
powerful smartphones with a large screens and a powerful processors.
4
Purchase criterion: supplier offers a broad range of
business smartphones
1%
not at all important 1%
1%
5%
less important 7%
7%
22%
reasonably important 23%
28%
43%
important 42%
40%
29%
very important 28%
24%
0% 10% 20% 30% 40% 50%
>500 employees 251-500 employees 51-250 employees
“The Nokia smartphone range is one of the most complete offerings of Android
Enterprise recommended smartphones on the market today. It includes the high-
end smartphone Nokia 8 Sirocco; the upper midrange models Nokia 7 Plus and
Nokia 6.1; the recently launched Nokia 5.1 (32GB) and the value-for-money device
Nokia 3.1 (32GB).
In addition to the Android Enterprise Recommended smartphone fleet, we offer the
budget smartphones Nokia 2.1 and Nokia 1 or our large selection of feature phones
including the Nokia 3110 and the Nokia 8110 for more basic needs. Feature phones
are also increasingly in demand from managers looking for secondary devices
featuring a very long battery life to handle long voice calls.”
Jon French, Vice President Western Europe at HMD Global
Affordable costs are important – especially for smaller enterprises
When it comes to purchase costs, Western European companies tend toward more
affordable devices. 81% consider affordable smartphone purchase prices to be
important to some degree. 66% of businesses put affordable purchase costs high on
their list of decision criteria.
5In terms of company size, we see a slight tendency for large enterprises with 500+
people to pay less attention to cost than smaller companies, but, in general, cost
saving is also quite important to them.
Purchase criterion: affordable price
2%
not at all important 3%
2%
2%
7%
less important 7%
6%
7%
25%
reasonably important 29%
28%
21%
41%
important 35%
43%
44%
25%
very important 26%
21%
25%
0% 10% 20% 30% 40% 50%
total >500 employees 251-500 employees 51-250 employees
“Due to digitalization and related high investment costs, ICT budgets are
under pressure at most companies. Therefore, cost-efficient purchasing is
important for all of them. This is evident from the widespread adoption of
BYOD concepts: 85 percent of those surveyed say that their company
allows the use of private smartphones for work. On the one hand, they
want to give employees the opportunity to use their preferred
smartphones, but on the other hand they also want to save on their own
procurement costs.
Cost-efficient procurement has several aspects: affordable purchase costs,
great durability for a long device lifetime and the option to choose from a
broad range of smartphones. The latter is important to ensure that
everyone gets exactly the model that fits their needs - low requirements
can be met with a cheaper device.”
Jon French, Vice President Western Europe at HMD Global
Security patches, OS upgrades and bloatware
6The research company Ponemon Institute reports that in 2017 the global average
cost of a single data breach reached $3.62 million. That finding reveals that
organizations should take IT security in general – and mobile security in particular –
very seriously. An important element in a enterprise security strategy is the rapid
availability and immediate deployment of security patches to keep vulnerability low
and to prevent cyber criminals exploiting security gaps.
We therefore wanted to know the importance of security patches as a purchasing
criterion. The results found are encouraging: 95% of Western European enterprises
are aware of the high relevance of rapid availability and deployment of security
patches. 39% say it's very important.
Purchase criterion: regular, fast security updates
not at all important 1%
less important 4%
reasonably important 15%
important 41%
very important 39%
0% 10% 20% 30% 40% 50%
However, broken down by company size, the survey results show a more diverse
picture. It is evident that large enterprises with 500+ employees have recognised the
importance of regular and rapid security patches. 46% respond that they consider the
patch issue to be a very important purchase criterion. For smaller companies with
less than 250 employees, the level of those who see it of highest importance goes
down to just 33%. Overall, there seems to be a need to stress the relationship
between the regular and rapid availability of security patches for smartphones and IT
security in general.
7Purchase criterion: regular, fast security updates
1%
not at all important 0%
2%
1%
less important 5%
5%
14%
reasonably important 14%
17%
38%
important 42%
43%
46%
very important 40%
33%
0% 10% 20% 30% 40% 50%
>500 employees 251-500 employees 51-250 employees
Purchase criterion: guaranteed OS upgrades
1%
not at all important 1%
2%
3%
less important 3%
6%
19%
reasonably important 21%
17%
44%
important 39%
42%
33%
very important 36%
33%
0% 10% 20% 30% 40% 50%
>500 employees 251-500 employees 51-250 employees
8When it comes to OS upgrades, e.g. from Android Oreo™ to Android 9 Pie, the
breakdown across company sizes is more consistent. This may be related to the fact
that OS upgrades are strongly linked in our minds to the availability of the latest user
interface and offer ‘the appeal of the new’. However, that is just one side of the coin:
OS upgrades are also a matter of security. With the latest operating system,
smartphones get the latest security features onboard and become more resilient
against cyber attacks.
Bloatware is also relevant to security. For IT managers these unnecessary apps can
prove difficult to control as they may unnoticeably share data with servers and they
are often difficult or impossible to delete. To avoid unnecessary risk, you should
therefore make sure that devices are equipped with as few apps as possible on
purchase.
Many of our respondents were unaware of this issue. Just over half of the
respondents say that bloatware plays an important or very important role in the
purchase decision. Once again, smaller companies are less worried than large
organizations. It is noticeable that the awareness of the problem is most apparent in
medium-sized companies with 200 to 500 employees.
Purchase criterion: absence of bloatware
5%
not at all important 4%
8%
12%
less important 7%
14%
27%
reasonably important 31%
31%
31%
important 38%
30%
25%
very important 20%
17%
0% 10% 20% 30% 40% 50%
>500 employees 251-500 employees 51-250 employees
9“IT security is becoming increasingly important. Cyber defense on
smartphones begins when you make your purchase decision. Regular and
fast security patches, OS upgrades, and the absence of unnecessary
bloatware make mobile devices more resilient against hacker attacks. The
Nokia smartphone portfolio embraces many Android One certified models
in all product categories. This guarantees that the smartphones concerned
are running the pure, unmodified Android™ operating system developped
by Google. All our Android One smartphones receive monthly security
patches for three years and OS upgrades for two years as of the date of
market launch. In addition, they come with only a small, curated set of
apps.”
Jon French, Vice President Western Europe at HMD Global
Enterprise Mobility Management Solutions and deployment tools
Based on corporate policies, Enterprise Mobility Management (EMM) solutions act
as a central management platform for mobile devices. They enable IT administrators
to manage and monitor mobile devices, installed apps and mobile access to corporate
resources such as email servers or cloud services. In addition, EMM suites are able to
separate private from corporate data to allow both private and business usage of
smartphones without compromising security.
EMM is considered an essential building block for comprehensive IT security
strategies in companies. Therefore, when purchasing a business smartphone, it
makes sense to check whether EMM compatibility exists.
10We wanted to know whether the decision makers recognise this. In general, they do
know that compatibility to EMM could be of importance, although they don’t give it
the highest priority when making a purchase decision. 43% say it is an important
criterion, but only 23% - less than a quarter of respondents - think that EMM
compatibility is very important when purchasing a smartphone.
Purchase criterion: compatibility to the
Enterprise Mobility Managment (EMM)
2%
not at all important 3%
0%
3%
9%
less important 6%
3%
15%
22%
reasonably important 27%
26%
17%
43%
important 39%
53%
41%
23%
very important 26%
19%
24%
0% 10% 20% 30% 40% 50% 60%
total >500 employees 251-500 employees 51-250 employees
When analysing the answers with regard to the size of the company, it is noticeable
that the situation is not uniform. Of smaller companies with fewer than 200
employees, 48% consider EMM compatibility an important or very important feature,
which is around the same level as the large corporates with 500+ people. Medium-
sized businesses came out as EMM forerunners with 64% deployed.
The relevance attached to smartphone compatibility with EMM solutions correlates
fairly well with the installed base. A higher percentage of medium-sized companies
stated that they want to cover EMM compatibility for future purchases.
11Usage of Enterprise Mobility Management
solution (EMM)
18%
not yet, but we
18%
are looking into this
20%
33%
EMM not deployed 19%
32%
49%
EMM deployed 64%
48%
0% 10% 20% 30% 40% 50% 60% 70%
>500 employees 251-500 employees 51-250 employees
“At the end of 2017, Google announced that they will deprecate Device
Administrator APIs with the launch of Android Q. All Nokia Android One devices
featuring Android Oreo - and being ready for Android 9 Pie - support native
Android enterprise management APIs. This makes them out-of-box compatible
with a broad variety of Android enterprise ready EMM solutions from companies
who partner with Google on platform level validation.
The depreciation of the legacy management APIs from Android platform means
that companies need to take Android enterprise capabilities of the EMM solution
to use with new device enrolments. Several EMM providers are actively
communicating to their customer base how to make this happen smoothly and
efficiently. The migration to state-of-the-art-solutions and devices allows
companies and users to take full advantage of the new Android OS capabilities.”
Andrej Sonkin, General Manger Enterprise Business at HMD Global
12The rather hesitant attitude towards deployment tools that we see in the chart below
is quite striking. Zero-touch enrolment, for example, could help IT teams roll out a
large number of new devices quickly and automatically. This would relieve them of a
lot of routine work and allow them to use their time for other more demanding tasks.
Purchase criterion: support of deployment tools
4%
not at all important 4%
5%
11%
less important 8%
15%
29%
reasonably important 32%
28%
39%
important 41%
34%
18%
very important 14%
18%
0% 10% 20% 30% 40% 50%
>500 employees 251-500 employees 51-250 employees
Age of smartphone fleet
The vast majority of devices in the corporate smartphone fleets are two years old or
even more. If the phones don’t receive the latest OS upgrade or patches to close
identified security gaps, they could be a serious risk for data privacy. This is quite a
big risk given the high penalties for violations of the rules of the General Data
Protection Regulation (GDPR), which came into force as of May 2018, and also the
high costs of successful intrusions into the corporate network.
13Age of devices in the smartphone fleet
6%
more than 3 years 5%
3%
14%
2 - 3 years 18%
15%
38%
approx. 2 years 41%
48%
42%
less than two years 36%
34%
0% 10% 20% 30% 40% 50% 60%
>500 employees 251-500 employees 51-250 employees
“Analysing the figures from Android Developers is revealing: at the middle of
August 2018 only 12 percent of all Android™ smartphones used Oreo, which has
security-related improvements, compared to previous Android versions.
Considering that on a global level close to 80% of all smartphones in companies
are Android devices, and more than the half of them still run on Android 6 or
even older versions, some companies have a lot of catching up to do.”
Andrej Sonkin, General Manger Enterprise Business at HMD Global
Smartphone brand as a purchase criterion
For corporate procurement, brand is a relevant purchase decision criterion. All in all,
63% of respondents say that they rate brand as important or very important. An
additional 24% think that the brand name is somehow relevant.
14Purchase criterion: smartphone brand
not at all important 2%
less important 11%
reasonably important 24%
important 42%
very important 21%
0% 10% 20% 30% 40% 50%
Ranking of purchase criteria
The supply of regular and fast security updates is the most important decision
criterion when purchasing new business smartphones. With 3.13 on average,
respondents rank the role of security patches between important and very
important. The number two purchase criterion is the guarantee for OS upgrades
(3.02) followed by the supplier’s ability to provide a broad range of business
smartphones (2.87).
Compatibility with deployment tools and the absence of bloatware have the smallest
impact on the purchase decision.
Average rating of purchase criteria
regular and fast security updates 3.13
guaranteed OS upgrades 3.02
broad smartphone range 2.87
affordable price 2.79
compatibility to EMM 2.76
brand 2.70
0: not at all important
1: less important
support of deployment tools 2.51 2: reasonably important
3: important
absence of bloatware 2.49 4: very important
2.00 2.20 2.40 2.60 2.80 3.00 3.20 3.40
15Importance of security features
Mobile security is a must for all businesses regardless of their size. According to the
2018 Verizon Mobile Security Index report, 93% of respondents agreed that
organizations should take mobile security more seriously. The Verizon analysts found
that companies are sacrificing mobile security for expediency and business
performance. Those that said they knew their organization did this were more than
twice as likely to have experienced data loss or downtime.
IT security and mobile security need to be taken seriously to avoid data breaches and
downtimes. IT security can easily be improved, but unfortunately how to do it - - such
as obtaining regular security patches for smartphones - is often neglected. In the
following analysis, we sum up the approach of those responsible for these vital
business decisions.
Antivirus software on smartphones
Would you run a desktop computer or a notebook on your network without
deploying antivirus software? You certainly would not. Most of our respondents are
aware that smartphones need to be treated in the same way – in fact, it’s arguably
even more important as they will largely be used outside the company building/s and
off its network.
Our finding shows that most of the companies – whatever their size - find antivirus
software indispensable. Less than 2% refuse to accept the need for mobile malware
defense.
Importance of security features: antivirus
software
2%
not at all important 1%
1%
5%
less important 3%
6%
22%
reasonably important 18%
22%
38%
important 42%
37%
34%
very important 36%
34%
0% 10% 20% 30% 40% 50%
>500 employees 251-500 employees 51-250 employees
16Mobile threat detection
Mobile threat detection protects smartphones from advanced security threats. It
actively scans and monitors mobile devices and applications to detect any hidden
anomalies indicating a possible attack on the device that could compromise data
security.
93% of Western European companies acknowledge the need for built-in mobile
threat detection such as Google Play Protect - Google's built-in malware protection
for Android. The findings in the Google report “Android Security 2017; Year in
Review” testify to the effectiveness of such a solution. According to Google, offline
scanning of apps has blocked more than 10 million harmful app installations since
October 2017.
Importance of security features: built-in mobile
threat detection
1%
not at all important 1%
1%
5%
less important 6%
7%
23%
reasonably important 18%
17%
39%
important 42%
42%
32%
very important 34%
32%
0% 10% 20% 30% 40% 50%
>500 employees 251-500 employees 51-250 employees
17Regular and rapid security patches for smartphones
Rachad Alao, Engineering Manager, Android Media Framework at Google, briefly
summarizes the advantage of a fast deployment of security patches. He said,
“Regularly scheduled updates deliver more than just updates and fixes. They deliver
a strengthened sense of security to our customers.”
The findings in our survey suggest that Richard Alao is right. 95% agree with the
importance of regular and fast security patches on smartphones.
Importance of security features: regular and fast
security patches
2%
not at all important 0%
0%
4%
less important 3%
6%
12%
reasonably important 20%
19%
47%
important 42%
43%
35%
very important 36%
32%
0% 10% 20% 30% 40% 50%
>500 employees 251-500 employees 51-250 employees
18Enterprise Mobility Management (EMM)
It has not yet penetrated everywhere that EMM is a very powerful and effective tool
for enforcing corporate security policies while facilitating device administration. The
assessment of the importance of EMM suites for mobile security corresponds with
this. Only a quarter of respondants acknowledge that EMM is a very important
security tool. This figure is significantly lower than those for security patches (34%),
mobile threat detection (33%) and antivirus software (34%).
Importance of security features:
Enterprise Mobility Management
3%
not at all important 1%
4%
8%
less important 4%
9%
25%
reasonably important 24%
28%
40%
important 38%
36%
25%
very important 33%
23%
0% 10% 20% 30% 40% 50%
>500 employees 251-500 employees 51-250 employees
19Fingerprint sensor
Fingerprint sensors let users unlock their device and securely sign in to apps and log
into the company network - all with the tap of a finger. When asked about their rating
for secure access via fingerprint sensors, the respondents are rather hesitant: 59%
find it important or very important. The smaller the company, the lower the
confidence in fingerprint sensors as an important security tool.
Importance of security features: secure access via
fingerprint sensor
5%
not at all important 1%
6%
9%
less important 6%
11%
30%
reasonably important 30%
22%
31%
important 39%
39%
25%
very important 25%
22%
0% 10% 20% 30% 40% 50%
>500 employees 251-500 employees 51-250 employees
However, the Google security study suggests that the ease of use of fingerprint
sensors motivates people to use the screen lock on their smartphones. As of 2017,
85% of devices with a fingerprint sensor running Android Oreo had a secure lock
screen in comparison to only 33% of non-fingerprint devices. Clearly, companies need
to make security as easy as possible for busy employees.
2021
Overview: rating of security features
A comparison of the rating of all security features shows that regular and fast security
patches are most trusted with an average rating of 3.06, followed by built-in mobile
threat detection and antivirus software, averaging at 2.99 and 2.98 respectively. On
average, fingerprint sensors only reach 2.64 and thus contribute the least to mobile
security from the interviewees' point of view.
Average rating of security features
regular, fast security
3.06
patches
antivirus software 2.99
built-in mobile threat
2.98
detection
0: not at all important
EMM solution 2.76
1: less important
2: reasonably important
Fingerprint sensor 2.64 3: important
4: very important
22Appendix: Android Enterprise Recommended programme
Awareness of Android Enterprise Recommended programme in
Western European businesses
The Android Enterprise Recommended programme includes a selection of smartphones that
have been validated by Google and meet a set of requirements targeted at business use. The
programme makes it simple for businesses to confidently select, deploy and manage Android
devices and services.
The Android Enterprise Recommended programme was only set up in February 2018, but,
despite that fact, 56% of respondents say that they’ve heard about it.
Do you know the Android Enterprise
Recommended Programme?
no
44% yes
56%
The survey reveals great interest in the programme. In fact, the vast majority of those who
aren’t already familiar with Google’s enterprise recommendation would like to know more
about it.
In case you don't know Android Enterprise
recommend programme, would you like to
find out more?
no
37% yes
63%
23Impact of Android Enterprise Recommendation
Those who are already aware of the programme really value its advantages. 56% say that
they exclusively choose smartphones from the Android Enterprise Recommended
programme, while another 42% of Western European businesses consider Android
Enterprise Recommended devices, but also purchase smartphones outside the programme.
Only 2% say that an Android Enterprise recommendation does not impact their choice.
Impact of Android Enterprise Recommendation
Android Enterprise
Recommended does not 1.60%
impact our choice
We consider Android
Enterprise Recommended
42.80%
devices, but may also choose
other smartphones
We only choose Android
Enterprise recommended 55.60%
devices
0% 10% 20% 30% 40% 50% 60%
24About HMD Global
Headquartered in Espoo, Finland, HMD Global Oy is the home of Nokia phones. HMD designs and markets a range of
smartphones and feature phones targeted at a range of consumers and price points. With a commitment to innovation and
quality, HMD is the proud exclusive licensee of the Nokia brand for phones and tablets.
For further information, see www.hmdglobal.com.
Nokia is a registered trademark of Nokia Corporation. Android, Google and other marks are trademarks of Google LLC. Oreo
is a trademark of Mondelez International, Inc. group.
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