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Bundling Notebooks and Mobile Broadband: The Business Case for MNOs
Pyramid Research, Inc., March 2008, Pages: 54
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. With an 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.
Key questions answered
-Why sell a bundle with a notebook if all an operator wants is to sell a mobile data subscription?
-Is a notebook subsidy a must, and what options are available to operators that have large prepaid customer bases and rely on retail distributors to sell mobile handsets?
-What are the key drivers behind bundling mobile broadband with notebooks for the mass market?
-What is the business case for mobile broadband notebook bundling?
-What is the reason for mobile broadband notebook bundles and why is it beneficial to do so?
Target audience
-Mobile Operators
Understand the main drivers behind adding a 3G-enabled notebook to the portfolio of mobile devices. Evaluate the impact of launching the mobile broadband – notebook bundle on the key performance indicators, such as churn, subscriber additions, ARPU and usage. Learn from the experience of mobile pioneers who already offer bundles of data and embedded notebooks, as well as experience of fixed communications providers who sell subscription PC services. Develop an effective business model of providing a subscription bundle, adjusted for local market conditions, such as high share of prepaid customers.
-PC manufacturers, Chipset and Semiconductor companies
Quantify end-user demand for the embedded notebooks in the emerging and developed market. Assess growing interest in selling mass-market notebooks among mobile operators. Understand main requirements of home notebook buyers toward the price level of notebooks, as well as software and applications usage.
-Fixed Operators
Assess new strategies of mobile competitors, who target home Internet users and focus on young professionals and SOHOs – key target groups for ADSL, cable and Ethernet networks. Benchmark the performance of subscription PC services introduced in a number of emerging and developed markets.
-Equipment Vendors
Develop an understanding of the impact the introduction of a mobile broadband – notebook bundle will have on the traffic and usage of mobile operator services.
-Handset and PC Distribution Chains and Retailers
Assess the opportunity to create a new market
Product samples
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