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Home > Communications > Public Switching > Broadband
Bundling Notebooks and Mobile Broadband: The Business Case for MNOs
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| Published Date:
March 2008
Published By:
Pyramid Research
Page Count:
54
Order Code:
R8-573
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Most postpaid subscribers in developed markets fully expect to receive a free or discounted mobile handset when they
renew their contract. Now mobile operators appear to be ready to replace the phone with a notebook. The new model
looks familiar: fixed-line providers have long been selling desktop PCs on installment plans to build up the addressable
markets for their Internet services. Bundles of computers with broadband subscriptions are available from many telecom
heavyweights globally, including Telmex, Telefónica O2 and TeliaSonera. Now the mobile industry is gearing up to
do the same for the HSPA networks that are emerging after recent upgrades, with speeds reaching up to 14Mbps and
plenty of spare capacity. The GSM Association reports that as of the beginning of February 2008, 229 operators have committed
to launching HSPA networks, and 162 of them have now launched HSPA commercially in 73 markets.
Little analysis has been done to date on the impact of selling a subscription-based notebook-data bundle to the consumer
market. This report, Bundling Notebooks and Mobile Broadband; the Business Case for MNOs, is dedicated to
filling that void and providing the analysis of the main drivers and the business case for launching the new bundle for a
mobile operator. The emphasis is on the impact of notebook-data bundling on the operators’ performance. The analysis
leverages data from our unique Mobile Broadband PC Survey — henceforth referred to as the MBPC Survey — conducted
by Pyramid Research in partnership with the GSM Association and Microsoft in the summer of 2007. The survey, which
involved the collaboration of mobile operators and market research agencies in 12 countries in the Asia-Pacific region,
Europe, the Middle East and Africa, provided insight into consumer attitudes toward buying a notebook as well as toward
mobile data services and applications.
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