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Mobile Broadband Strategies

The market for mobile broadband is developing rapidly thanks to a combination of new network technologies, more aggressive pricing on the part of operators and the availability of new high function handsets and inexpensive 3.5G USB pens, or 'dongles'. Despite the current recession, the demand for mobile broadband is expected to grow rapidly over the next few years requiring increased network capacity. However operator data revenues will be very far from keeping pace with the rate of growth in volume. Therefore, to maintain both market share and profitability operators will need to take significant action.

This report looks at the options available to operators and their potential impact. It provides an overview of actions currently being taken by operators in their networks and marketing, and provides recommendations for further actions.

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Table of Contents


1
OVERVIEW
1
2
INTRODUCTION
2
2.1
Background to the Report
2
2.2
Report Content and Structure
2
2.3
Currency and Conversions
3
3
THE DEVELOPING MARKET
4
3.1
Introduction
4
3.2
Recent Developments in Data Traffic and Revenues
4
3.3
Forecasts of Growth in Data Traffic and Revenues
5
3.4
Implications for Operators
7
4
OPTIONS FOR OPERATORS
8
4.1
Introduction
8
4.2
Possible Network Strategies
8
4.2.1
Technology Development/Upgrades
8
4.2.2
WiFi, Femtocells and the Fixed Network
11
4.2.2.1
WiFi and Fixed Services
12
4.2.2.2
Femtocells
12
4.2.3
Network Sharing and Outsourcing
12
4.2.3.1
Network Sharing
12
4.2.3.2
Outsourcing and Staff Reductions
14
5
OPERATOR SERVICES AND STRATEGIES
15
5.1
Introduction
15
5.2
Tariffs and Laptop Bundles
15
5.2.1
France
15
5.2.2
Germany
17
5.2.3
Italy
18
5.2.4
Poland
20
5.2.5
Spain
22
5.2.6
UK
23
5.3
Broadband Tariff Comparisons
26
6
CONCLUSIONS
28
6.1
Market Development
28
6.2
Cost Reduction Options
29
6.3
Impact on Industry Structure
30
7
RECOMMENDATIONS
32