Abstract
Mobile broadband is revolutionising broadband access across Asia-Pacific in developed and emerging markets. It is meeting pent-up broadband demand while being marketed as both a fixed line replacement, and as a personal and mobile broadband experience. Focusing on consumers and 3G-based technologies, Nathan Burley discusses the mobile broadband revolution and how operators should position their offerings.
Table of Contents
Executive summary
- In a nutshell
- Ovum view
- Messages for operators
Scope of report
- Defining mobile broadband
Mobile broadband status
- Mobile operators are the main game in emerging markets
- Mobile broadband: a disruptive force in developed markets as well
Mobile broadband drivers and advantages
- Technology advances
- Laptop penetration increases rapidly
- Hyper-connectivity and mobility
- Mobile operators seeking more broadband exposure
- Ease of prepaid
- Mobile broadband is personal
- Limited existing fixed infrastructure and lower wireless costs
Sizing the mobile broadband market
- Ranking each market
- The mobile broadband premium
- Broadband speed
- Data usage
- Target segments
Problems with mobile broadband
- Is mobile a viable technology for the mass market?
- Unlimited data pricing business model is unsustainable
Case studies
- M1 (Singapore): personal broadband
- EMobile (Japan): aggressive broadband proposition
- Indosat (Indonesia): broadband for the masses
Table of figures
- Figure 1: Broadband household penetration in Asia-Pacific markets, December 2007
- Table 1: The shift from shared to personal services
- Figure 2: Broadband and PSTN population penetration in Asia-Pacific markets, December 2007
- Figure 3: Mobile broadband potential by market
- Table 2: Mobile versus fixed broadband tariff comparison
- Figure 4: Estimate of proportion of DSL broadband subscribers that are connected at an advertised speed of 2Mbps or below, December 2007
- Figure 5: Monthly data allowances of New Zealand broadband plans
