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Mobile Broadband in Western Europe
Frost & Sullivan, July 2011, Pages: 103
Mobile broadband market in Western Europe has witnessed a number of developments in the past five years. Most of these developments have been related to technology and business model evolutions. This study presents the various trends with respect to technology and market dynamics in the five major western European countries (France, Germany, Italy, Spain and the UK).
This research service titled Mobile Broadband in Western Europe provides analysis of the major market trends, drivers and restraints for mobile broadband in the top five markets in Western Europe. With the help of drivers and restraints, the research forecasts the number of subscribers and mobile broadband revenues and derives the market share of telecom operators in the mobile broadband markets of these countries. The research also covers the market trends with respect to LTE and smart broadband. In this research, Frost & Sullivan's expert analysts thoroughly examine the following technologies: GSM, EPRS, EDGE, HSPA, HSPA+, HSUPA, HSDPA, LTE, WCDMA, CDMA2000 and 1xEV-DO.
Evolving Technologies to Support Mass Adoption of Mobile Broadband
The mobile broadband market is moving towards mass adoption in Western Europe. The upgrading of networks to next-generation technologies such as HSPA, HSPA+ and LTE, together with attractive pricing and allowance plans, will create sizeable growth potential for telecom operators in the mobile broadband market. “Increase in smartphone and tablet penetration has provided significant growth potential in the mobile broadband market,” notes the analyst of this research. “The evolution of technologies such as HSPA and LTE has helped operators keep pace with the QoS requirements of mobile broadband consumers.” With increased competition and price wars in the mobile market, operators are trying to leverage every available opportunity. Mobile broadband has opened up new opportunities for mobile operators to gain revenue. Operators are devising attractive pricing plans and allowances to attract all the target segments and gain market share in the mobile broadband space.
To help operators improve QoS, many countries have announced LTE auctions. “In Germany, for instance, the recently concluded LTE auction is expected to play a major role in maintaining market momentum since it will allow telecom operators to service the QoS requirements of a burgeoning number of mobile broadband consumers,” remarks the analyst. “Similar auctions are expected in the United Kingdom and France.” Mobile broadband is rapidly moving towards mass market adoption, increasing the load in the network. To provide uniform QoS to all customers, telecom operators are investing in evolving technologies such as HSPA and LTE. This might help in the long run; however, in the short term, there will be difficulty in obtaining favourable returns on investment.
Effective Communication of Applications and Service and Branding will Promote Prospects of Telecom Operators
In 2010, the number of mobile broadband subscribers reduced, primarily due to poor dissemination of information related to mobile broadband services. This has underlined the importance of effective communication and positioning of mobile broadband services; mobile broadband services should be communicated as complementary, rather than an alternative, to fixed broadband. If the number of subscribers does not increase as projected even after the upgrading of networks, then market participants should create applications that encourage consumers to use mobile broadband.
Market participants should understand the various user segments and devise pricing and data allowance plans according to their needs. To improve the sales of both fixed and mobile broadband services, telecom operators can offer fixed broadband, mobile broadband and Wi-Fi as a package. This will help consumers in identifying the idea of mobile broadband clearly. “Mobile operators have to communicate that mobility is the key feature that differentiates mobile broadband from fixed broadband and hence they serve different purposes,” concludes the analyst. “To attract more customers, it is more important to focus on coverage and tariff plans, rather than solely on technology.”
Market Sectors:
Expert Frost & Sullivan analysts thoroughly examine the following countries in this research:
- France
- Germany
- Italy
- The United Kingdom
- Spain
Technology:
The following technologies are covered in this research:
- GSM, EDGE
- GPRS
- HSPA
- HSDPA, HSUPA, HSPA+
- LTE
- WCDMA, CDMA2000, 1xEV-DO
- WiMax, Wi-Fi
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