Abstract
Two recent reports from Mobile Market Development' s ' Maximising Wireless
Profit' Program 2009 have investigated developments in mobile broadband:
- Consumer Data Propositions (March 2009) examined the consumer mobile
internet market and MNOs' approaches to stimulating customer demand;
- Mobile Broadband Strategies (April 2009) profiled customer demand for
mobile broadband and examined MNOs' data revenues and developments in mobile
data capacity.
Applications and services such as mobile e-mail, browsing the mobile internet
or MNO portals work well with existing data bearers such as GPRS and EDGE.
Despite this, the level of uptake of data services has consistently failed, so
far, to offset falls in ARPU caused by erosion of voice ARPU. However, the
emergence of HSPA applications, alongside more capable terminals and more
realistic data pricing may represent a tipping point that will lead to a
radical change in the role of MNOs and the critical success factors they need
to address.
This report focuses on the popular applications and services that exist on
mobile and other platforms where the utility, usability and value to the user
increases greatly with the existence of high performance data bearers such as
HSPA. The application categories examined are entertainment & recreation,
communications and enterprise applications, and the substitution of fixed line
broadband for mobile broadband offerings.
The report concludes that MNOs may have to adopt a new approach to maximise
success in the future and details some of the actions they should take to make
sure they benefit from the emergence of HSPA-enabled applications.
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