Mobile Broadband: Beyond the Cell Phone

This report explores the status of the mobile broadband market in the U.S. and studies the challenges of expanding mobile broadband connectivity beyond the cell phone. It also analyzes current business models and proposes alternatives based on specific needs of non-phone device users. The report provides market forecasts for mobile broadband adoption and unit sales through 2013, including smartphones, cameras, ebook readers, portable media players, and netbooks.

“Embedding mobile broadband connectivity into non-phone devices such as cameras, media players, and netbooks will create new revenue opportunities for carriers, CE manufacturers, media companies, and advertisers,” said Parks Associates. “To successfully penetrate the mainstream consumer market, however, these companies must work in tandem to create services and devices that are affordable, entertaining, and simple to use.”

Price: $3,500.00

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The Bottom Line

1.0   Methodology and Sources

2.0   Introduction

3.0   Defining Mobile Broadband

4.0   Mobile Broadband Market: Players and Drivers

4.1 Consumers

4.2 Carriers

4.3 CE manufacturers

4.4 Media companies

4.5 Advertisers

5.0   Mobile Broadband: State of the Union

5.1 United States

5.1.1    AT&T

5.1.2    Verizon

5.1.3    Sprint

5.1.4    T-mobile

5.2 Innovations Around the Globe: a Weather Vane for U.S.

6.0   New Breed of CE Devices: Beyond the Cell Phone

6.1 Advantages of Embedded Connectivity vs. External Modems

6.2 Swiss Army Knife vs. Dedicated Devices

6.3 Smartphones and Embedded Mobile Broadband Devices

6.4 The Role of Chip Manufacturers in Device Evolution

7.0   Business Models for Embedded Mobile Broadband Devices

7.1 Owning the Customer Relationship

7.2 New Business Models for CE Manufacturers

7.2.1    The MVNO model

7.2.2    The Revenue Sharing Model

7.3 Carriers’ Service Models

7.3.1    Subsidized Devices

7.3.2    The Importance of Service Bundles

7.3.3    New Business Models for Alternative Form Factors

Unlimited, Flat-Rate Model

Tiered Service Model

Metered Model

Ad Supported Model

Sponsored Model

Need for Hybrid Models

8.0   Market Evolution Scenarios

8.1 Notes on Methodology

8.1.1    Mobile Broadband User Forecast

8.1.2    Smartphone Sales Forecast

8.1.3    Forecast of Mobile Broadband Enabled Devices

8.1.4    Summary of Market Evolution Scenarios

8.2 Realistic Forecast Scenario

8.3 Pessimistic Forecast Scenario

8.4 Optimistic Forecast Scenario

9.0   Recommendations

9.1 Carriers

9.2 CE Manufacturers

9.3 Chip Makers

9.4 Media and Advertising Companies

Resource Book

1.0   Consumer Analysis

1.1 Awareness and Interest in Mobile Broadband

1.2 Demand for Auxiliary Services on Mobile Platforms

1.3 Mobile Broadband Devices

2.0   Company Profiles

2.1 AT&T Mobility

2.2 Verizon Wireless

2.3 Sprint Nextel/Clearwire

2.4 T-mobile USA

2.5 Nokia Corporation

2.6 Archos S.A.

2.7 Acer Inc.

2.8 Intel Corporation

2.9 Qualcomm Corporation

Interest in Mobile Data Purchase and Willingness to Pay
Customer Satisfaction with Web Surfing Experience on a Mobile Phone
Carriers By Mobile Broadband Technology
Mobile Entertainment Value Chain
Importance of Multimedia Capabilities on a Mobile Device
Forces Stimulating the Demand for Mobile Broadband
Reasons for not Subscribing to Mobile Broadband
Non-phone Device Evolution
Current Non-Phone Devices With Embedded 3G Connectivity
Owning Customer Relationships Leads to Superior Performance Metrics
Importance of Availability of Bundles to Mobile Carrier Selection
Mobile Broadband Tiers for Major U.S. Carriers
U.S. Mobile Broadband Users Forecast Methodology
U.S. Smartphone Unit Sales Forecast Methodology
U.S. Connected Camera, Ebook Reader and MID Unit Sales Forecast Methodology
U.S. Connected Netbook Unit Sales Forecast Methodology
Forecast Assumption Outcomes Summary
U.S. Mobile Broadband Paying Users (A-la-carte and Subscription) 2008-2013
Realistic Scenario: U.S. Annual Smartphone Unit Sales (2008 – 2013)
Realistic Scenario: U.S. Annual Unit Sales of Mobile Broadband Embedded Devices (2008 – 2013)
Pessimistic Scenario: U.S. Annual Smartphone Unit Sales (2008 – 2013)
Pessimistic Scenario: U.S. Annual Sales of Mobile Broadband Embedded Devices (2008 – 2013)
Optimistic Scenario: U.S. Annual Smartphone Unit Sales 2008 – 2013
Optimistic Scenario: U.S. Annual Sales of Mobile Broadband Embedded Devices (2008 – 2013)
Use of Internet Browser on a Cell Phone
Consumer Use of Different Mobile Applications
Willingness to Pay for Mobile Broadband
Demographics of Mobile Phone Purchasers
Broadband: Subscription Intent in the Next 12 Months
Reasons for not Subscribing to Mobile Broadband
Factors Affecting Cell phone Purchase
Cost of Mobile Phones
Importance of Bundles in Carrier Selection
Decision Factors for Selecting a Carrier by Segment
Interest in Applications on a Mobile Device
Interest in Entertainment Applications on a Mobile Device
Mobile Phone: Features Never Used
Limitations of Integrated Devices
Consumer Satisfaction With Internet Browsing Experience on a Mobile Phone
Preferred Methods of Video Viewing on a Mobile Device
Consumers’ Attitudes Toward Storage
Interest in Viewing a Certain Video Type on a PMP or Laptop over That on a Mobile Phone
Ad-Supported Content/Applications Drive Consumer Interest
Consumer Perspective on Mobile Ads
Comparing Interest in Built-in Mobile Broadband and Internet Browsing Capabilities on Portable Devices
Purchases in 2008 and Purchase Intention for Remainder of the Year
Demographics of Portable Device Purchasers
Cost of Mobile Devices
Demographics of Digital Camera Purchasers
Top Connected Camera Features
Willingness to Pay Extra for Digital Camera Features
Demographics of Portable Music/Video Player Purchasers
Primary Features and Functions (PMP)
Secondary Features and Functions (PMP)
Portable Music/Video Player: Importance of Purchase Factors
Preference for a Convergence vs. Single-Purpose Mobile Device by Age and Gender
Key Consumer Concerns About Convergence Device

Publish Date: 4Q 2008

Pages: 102

Authored By:
Parks Associates - About Parks Associates

Authored by Anton Denissov
Executive Editor: Tricia Parks
Published by Parks Associates

© December 2008 Parks Associates
Dallas, Texas 75230

All rights reserved.  No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

Parks Associates has made every reasonable effort to ensure that all information in this report is correct.  We assume no responsibility for any inadvertent errors.

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