MAC 07: GSMA Wants Integrated Mobile Broadband Connectivity

Though mobile broadband connectivity through 3G (WCDMA/UMTS) / 3G CDMA (1XEVDO) and now 3.5 (HSDPA) has been available for years in Europe and America, it has not achieved a mass market appeal. One of the primary reasons for this has been due to the fact that laptops, the main form of mobile computing do not have integrated solutions that offer connectivity to 3G networks. Though this fact has been downplayed for some time now, it is assuming center stage as more and more users start migrating to laptops. The need for integrated mobile broadband connectivity is become more acute and this was revealed in a study published by the GSM Association (GSMA), and Microsoft.

The result of this, the first-ever consumer study into mobile broadband computing, shows that there is a tremendous untapped market. The study highlights a 70 million unit opportunity, worth about $50 billion in 2008, for notebook PCs in the mass market $500 -$1000 (USD) 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.

“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 of the GSMA. “Now that we understand the market potential and consumers’ requirements, we are pleased to communicate the findings to the broader industry eco-system.”

“Microsoft is pleased to be working with the GSMA to accelerate the adoption of PCs with built-in mobile broadband”, said Will Poole, corporate vice president of the Unlimited Potential Group at Microsoft. “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.”

Looking to accelerate growth into this field GSMA has announced 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-ready 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 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.