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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