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Mobile Broadband - How Netbooks will Expand the Market

The Netbook category is the fastest growing in computing today. Low cost, convenient computing on the move has proven to have great consumer and business appeal. The high volume of sales and mobility of the platform has made it a natural fit with many mobile operators' broadband expansion strategies and mobile operators are seen as one of the key sales channels by Netbook vendors. The move to volume-sell and market computers is a major step for operators used to selling tightly specified handsets under long-standing commercial relationships. To ensure that this move is profitable, operators need to be alive to the risks and to maximise the opportunities for market share growth, pull-through revenue and data service ARPU.

This report identifies the attributes that are driving interest in Netbooks and how this will expand the market beyond those addressed by other mobile broadband propositions. It then highlights the key risks that need mitigating as well as opportunities for incremental revenue and profits.

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Table of Contents


1
OVERVIEW
1
2
INTRODUCTION
2
2.1
Background to the Report
2
2.2
Report Content
2
2.3
Exchange Rates
3
3
NETBOOK EVOLUTION
4
4
WHY OPERATORS SELL NETBOOKS
7
4.1
Why Operators are Interested in Netbooks
8
4.1.1
Value-Added Services
8
4.1.2
Data Subscriber Acquisition
8
4.1.3
Alignment with Experience & Capabilities
9
4.2
Netbook Sales Volumes
10
5
USB STICKS AND NETBOOKS
12
5.1
Attributes of Netbooks and USB Sticks
13
5.2
User Propositions
14
5.3
Comparison of Netbook and USB Stick Deals
17
6
PROFITABLE NETBOOK SALES
19
6.1
Profitability of Netbooks and USB Sticks
19
6.1.1
The Cost of Netbooks
19
6.1.2
The Cost of USB Sticks
19
6.1.3
Profitability Comparison
19
6.2
Incremental Revenue Opportunities
20
6.2.1
Technical Support
20
6.2.2
Software
21
6.2.3
Accessories
23
7
KEY ISSUES
25
7.1
Speed to Market
25
7.2
Growth Inhibitors
25
7.3
The Cost of Netbooks
26
7.4
Alignment With Other Propositions
27
7.4.1
Multi-bearer solutions
27
8
FUTURE DIRECTIONS
29
8.1
Complementary Service Options
29
8.2
Evolving Technology in Netbooks
29
8.2.1
Microsoft and Intel
29
8.2.2
Google and ARM
29
8.2.3
A Changing Landscape
30
8.3
Drivers of Future Growth
31
8.3.1
Multi-Play
31
8.3.2
Cloud Computing
31
9
CONCLUSIONS
32
10
RECOMMENDATIONS
34