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Mobile Broadband Operator Strategies in Western Europe Product Image

Mobile Broadband Operator Strategies in Western Europe

  • Published: June 2008
  • Region: Europe
  • 17 pages
  • Ovum

The growth in mobile broadband during the past 12 months has been staggering and has taken Europe’s mobile operators by surprise. At the end of 2007, Vodafone reported a 58% year-on-year increase in global mobile broadband subscribers and Telekom Austria had 290,000 mobile broadband subscribers. 2008 has seen operators become more strategic in their approaches. Could mobile broadband ever substitute a fixed broadband connection in Western Europe?

This report analyses the customer segments targeted for mobile broadband services in Western Europe, and assesses the strategies available to mobile and integrated operators to maximise their mobile broadband opportunity.

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

Note: Product cover images may vary from those shown

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