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Mobile Broadband - The Scope for Market Share Gains

The rapid expansion of HSPA and 4G networks in combination with the wide availability of suitable devices is driving mobile broadband growth at unprecedented levels, often offsetting losses from voice communication services. Mobile broadband, however, is not just a remedy to lessen the impact of negative growth in the mobile voice market; when marketed appropriately, it can also provide multiple opportunities for market share gains, which can potentially help in repositioning operators in the mobile and multi-play markets.

A badly formulated strategy, by contrast, could lead to loss of share and revenues that could, ultimately, threaten operator viability. In this report we provide a detailed analysis of the scope and scale of different opportunities to gain market share, both in terms of customer numbers and revenues, focusing on three distinct service areas:

• Complementary services supporting large-screen devices
• Fixed to mobile substitute service supporting large-screen devices
• Services offered in combination with smartphones and smartphone applications.

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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
Currency and Conversions
3
3
Market Overview
4
3.1
Mobile Broadband Services Across Different Types of Devices
5
3.2
Market Share Gain Opportunities for MNOs
7
4
Winning New Customers with Data SIM Sales
9
4.1
Mobile Broadband as a Complementary Service
9
4.2
Using Mobile Broadband to Reinforce the Fixed Broadband Business
10
4.3
Long-term Contracts vs. Prepay Opportunities
14
4.3.1
Hong Kong CSL Segmented Offers with Long-Term Contracts
15
4.3.2
TIM One-Year Prepay Themed Offer
19
4.3.3
Student Packages using Government Incentives
20
5
Mobile Broadband as a Fixed Substitute
25
5.1
Introduction
25
5.2
Evidence of Fixed Substitution in Selected Markets
25
5.2.1
Austria
25
5.2.2
Australia and Hong Kong
29
5.3
Early LTE Deployment in the Swedish Market
33
5.3.1
TeliaSonera's Advanced Mobile Broadband Propositions
35
6
Increasing Market Share - Small-Screen Devices
38
6.1
Introduction
38
6.2
Measuring MNO Performance
38
6.3
Enhancing Value through Market Differentiation
39
6.3.1
All-Inclusive Packages vs. SIM-only Promotions
39
6.3.1.1
3's All-Inclusive Packages
40
6.3.1.2
Vodafone's Bring Your Smartphone Acquisition Campaign
42
6.3.2
Making the First Move with Unique Offerings
43
6.3.3
Exclusive Device Deals in the UK and US Markets
43
6.3.4
Developing Unique Applications
45
7
Key Findings
46
8
Recommendations
48