Frost & Sullivan Recognizes Xora's Dominance in the North American Mobile Workforce Management Market

Frost & Sullivan
2012-09-18 20:15 882

The company's success lies in its go-to-market strategy that articulates a clear value proposition to prospective customers

MOUNTAIN VIEW, Calif., Sept. 18, 2012 /PRNewswire/ -- Based on its recent analysis of the mobile workforce management (MWM) market, Frost & Sullivan recognizes Xora with the 2012 North American Frost & Sullivan Award for Market Share Leadership. This is no mean feat in a still-challenging and fragmented market. Close competitors lag well behind with less that half of Xora's share.

A number of critical factors have contributed to this leadership position.  Xora offers an intuitive and affordable product that manages and monitors mobile field workers and their tasks. The company forged early, deep partnerships with key distribution channels, and has implemented a revitalized go-to-market strategy -- driven by a new executive team that was put in place in 2011.

Xora's MWM solution has been designed to appeal to a wide range of potential business and public sector customers. Its 2009 merger with Gearworks allowed Xora to combine the best of two popular technologies into a single MWM offering. The application is intuitive, easy to use and deploy, and is not allowed to grow stale, with updates on a regular (but not too often) basis. It also allows the customer to scale the features ladder as company needs evolve.

Xora has also recognized the growing popularity of smartphones and tablets in the field services sector, and has given priority to increasing the number of mobile devices that are supported in both of these categories. Currently, Xora's MWM solution can be deployed on over 140 mobile devices, 75 percent of which are smartphones or tablets.

Furthermore, the product is offered as a hosted solution and priced on an affordable monthly per-user basis. With cost being the number one purchase barrier in this market, avoiding/minimizing capital expenditures has strong appeal for customers.

"Xora arguably has the strongest wireless carrier relationships of any North American vendor, and is also forging deep partnerships in another key MWM channel -- the major corporate software vendors," noted Frost & Sullivan Principal Analyst Jeanine Sterling. "Its new leadership team has brought a stronger level of marketing focus and expertise to the table at just the right moment in the development of the North American MWM market."

Xora's new go-to-market strategy strengthens the value proposition of MWM solutions by promoting use cases. The company has homed in on the high-mobility/low-information-risk quadrant of mobile worker types, and is targeting vertical industries that are demonstrating high growth in a still-challenging economic climate.

Xora is also marketing an enriched set of benefits to prospective customers. In addition to the conventional MWM benefits of higher productivity and revenues, Xora believes that MWM solutions provide an opportunity for expanded, high-quality engagement with customers in the field. With new capabilities that include wireless forms, mobile workers can collect customer feedback and even gain competitive insights, enter these details on their mobile devices, and automatically transmit the information back to the HQ.

Frost & Sullivan's annual survey of mobile and wireless decision-makers reveals that, while a significant number of businesses intend to deploy MWM, many delay adoption because they believe they do not have the required level of internal expertise regarding solutions and vendors. Xora recognizes that a steady stream of future sales requires careful, attentive treatment of prospects and new purchasers.

"Xora's staff has been trained to ask questions that are less feature-specific and more focused on business discovery," said Sterling. "It has also been trained to not overwhelm prospects with lists of capabilities and instead, concentrate on the one or two features that most resonate with the prospect's needs."

The company also provides one-on-one training to educate users on solution capabilities, including helping them create wireless forms. Investing time and energy early in the sales and purchase process is expected to result in an even clearer ROI for the customer and lower churn rates.

Each year, Frost & Sullivan presents this award to the company that has demonstrated excellence in capturing the highest market share within its industry. The award recognizes the company's leadership position within the industry in terms of revenues or units, as specified.

Frost & Sullivan Best Practices Awards recognize companies in a variety of regional and global markets for demonstrating outstanding achievement and superior performance in areas such as leadership, technological innovation, customer service, and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis, and extensive secondary research in order to identify best practices in the industry.

About Xora

Xora is the #1 market leader in mobile workforce management. Our flagship product is a suite of configurable mobile apps and a web-based management application that helps mobile businesses and their field employees work smarter and faster. More than 16,000 organizations rely on Xora every day to save money and grow their businesses.  To learn more, visit

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Mireya Espinoza
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Source: Frost & Sullivan