GSMA Research reveals addressable market of 70 million PC buyers interested in notebooks with built-in mobile broadband
(Business News, 13 Nov 2007 )
The GSM Association (GSMA) and Microsoft Corp. have published the results of the first-ever consumer study into mobile broadband computing that shows that there is a tremendous addressable—but currently untapped—market. The study highlights a 70-million-unit opportunity, worth some $50 billion in 2008, for notebook PCs in the high growth, mass market $500 to $1,000 price range with built-in mobile broadband.
The research reveals a gap of potentially 46.5 million units between recent industry analyst forecasts and the new analysis, suggesting that PC manufacturers have yet to deliver the right mobile broadband PCs—bundled with pre-configured mobile connectivity—to appeal to mass market PC buyers. The extensive market research study, undertaken by Pyramid Research, involved more than 12,000 consumer interviews across 13 countries, with input from notebook manufacturers, component companies and chip set suppliers as well as more than 200 field trials.
“With the right form factor, price and ‘out-of-the-box’ connectivity, the research has unearthed substantial demand for mobile broadband embedded notebooks that is not yet being met,” said Rob Conway, CEO, GSMA. “Now that we understand the market potential and consumers’ requirements, we are pleased to communicate the findings to the broader industry eco-system.”
“By quantifying and characterizing PC market demand, it is our hope that mobile operators and OEMs will collaborate to introduce compelling and affordable notebooks with innovative new services. We believe that people everywhere, in both developed and emerging segments, could benefit from access to the Internet through mobile broadband on a wider range of notebook PCs," said Will Poole, Corporate Vice President of the Unlimited Potential Group at Microsoft.
Leading PC manufacturers, including Asus, Dell, Fujitsu Siemens, Lenovo, Twinhead and Vestel have welcomed the research report and expressed interest in working with mobile operators and the GSMA to fulfil this market demand.
As mobile operators examine how best to reach potential subscribers, the GSMA and many of its largest operator members are launching a competition to identify devices and manufacturers able to serve the untapped market. Notebook manufacturers and OEMs (Original Equipment Manufacturers) will be asked to propose new designs that can meet this currently unmet need for mass-market priced mobile broadband notebooks.
The winner of the new PC design will be showcased to decision makers within mobile operators that are interested in serving the unmet needs for broadband services on PCs. The winner will be announced at the wireless industry's largest global gathering—the Mobile World Congress in Barcelona, Spain, in February 2008.
In their responses, manufacturers will be asked to provide a detailed specification, time to market information, recommended retail price-points, support services and information on how they would work with operators to promote activation, configuration and ease of use. The winning PC will be chosen by a panel of product experts from leading operators, all planning to promote mobile broadband in their own markets, who will select the device which most closely meets consumer needs.
“We are announcing this competition as a challenge to the world's manufacturers to help us meet this untapped mobile broadband demand,” added Rob Conway. “And we are delighted to see Asus, Dell, Fujitsu Siemens, Lenovo, Twinhead and Vestel gearing up to anticipate the needs of this market.”
Twelve mobile operators supported and participated in the GSMA/Microsoft market research programme, including: DTAC, Maxis, MTN, Orange, Smart Communications, Telecom Italia, Telefónica O2, TeliaSonera, Turkcell, Vimplecom, Vodafone and Wind.
