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SUMMARY
The growth in mobile broadband during the past 12 months has been staggering
and has taken Europe's mobile operators by surprise. At the end of 2007,
Vodafone reported a 58% year-on-year increase in global mobile broadband
subscribers and Telekom Austria had 290,000 mobile broadband subscribers. 2008
has seen operators become more strategic in their approaches. Could mobile
broadband ever substitute a fixed broadband connection in Western Europe?
This report analyses the customer segments targeted for mobile broadband
services in Western Europe, and assesses the strategies available to mobile
and integrated operators to maximise their mobile broadband opportunity.
TABLE OF CONTENTS
Executive summary
- In a nutshell
- Key messages
- Ovum view
Mobile broadband: a definition
Definition
Drivers and barriers
Factors shaping mobile broadband
The mobile broadband marketing message roadmap
- Messaging evolves as the market matures
- Enterprise's hidden secret
- Mobility + simplicity = personal access
- Speed
- Price
- Value-added-services
- Quality of service
- Customer management?
Mobile broadband subscriber segmentation
Key mobile broadband segments
Mobile broadband strategies by player
- Critical success factors
- Integrated operators: a converged balancing act to avoid cannibalisation
- Mobile-only operators: fixed-to-mobile broadband substitution?
Table of figures
- Figure 1. The mobile broadband marketing message roadmap in Western Europe
- Figure 2. Mobile broadband customer segments in Western Europe
- Table 1. Mobile broadband ‘average' Western European service
portfolio and pricing
- Figure 3. Critical network success factors for mobile-only operators
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