The GSM Association (GSMA), the global trade association for mobile operators, is to collaborate with Microsoft Corporation on a global research programme to determine consumer user trends and the mass market potential of notebook PCs with embedded mobile broadband - enabling access to the Internet anywhere with mobile coverage.
Today the market for mobile broadband is rapidly growing among notebook buyers who need mobile high-speed data connectivity. International business travellers, road warriors, field information workers and other high-end PC buyers find it essential. The GSMA, in collaboration with Microsoft, aims to assess the opportunities to drive growth beyond business users to the majority consumer and small business notebook users who want to enjoy connected experiences and multimedia on the move.
The GSMA also points toward the tremendous potential to stimulate further connectivity for people in emerging markets, where many areas lack fixed-line access and mobile networks upgraded with 3G and HSPA provide the most cost-efficient way to provide broadband Internet access.
Through the GSMA, 13 mobile operators are participating in the research, whose sponsor Telefonica/O2 believes a better understanding of what customers want from this study and trial work should help to grow the Mobile Internet. Other networks participating in the programme include: AT&T Mobility (formerly Cingular Wireless); China Mobile; DTAC; Maxis; MTN; Orange; SingTel; Smart Communications; TeliaSonera; Turkcell; Vodafone and Wind.
“Following the success of our initial program to infuse the notebook market with mobile connectivity, we are delighted to be working with Microsoft to initially understand the scale of the opportunity for mobile broadband enabled PCs in the mass market,” said Rob Conway, CEO of the GSMA. “Understanding the market size and customers’ requirements is the first step towards developing devices to meet those requirements.”
Mobile broadband is rolling out around the world today, already 155 networks are offering 3G/ W-CDMA services in 68 countries, of which 110 have already launched commercial HSPA (High Speed Packet Access) services across 57 countries, and a further 52 operators are currently deploying the technology**.
“Microsoft’s customers are increasingly looking for the mobility and ubiquitous connectivity that mobile broadband-HSPA networks can provide worldwide today,” said Will Poole, corporate vice president of the Market Expansion Group at Microsoft. “We are excited to be working with the GSMA’s mobile operator community to find ways to enable every Windows Vista customer to enjoy mobile broadband, whether they own the most economical entry level notebook or the highest-end model.”
The collaboration will begin with a global market research study including field trials, conducted by Pyramid Research, that aims to quantify mass market PC buyer interest in mobile broadband. This will identify the key drivers of broader adoption as well as the customer value proposition, thereby crystallising the scale of opportunities ahead for all players in the industry value chain.
Affordable notebook PCs with embedded mobile broadband that work right “out of the box” as easily as connecting a desktop PC to a DSL, cable or dial-up are on the horizon. Such turnkey offers promise to be relevant to millions of PC buyers in developed and emerging markets as HSPA mobile broadband coverage quickly expands to markets worldwide.
GSM Association
