モバイルブロードバンドのコンピュータサービス:固定ブロードバンドの補完か代替か？
Mobile Broadband Computing Services
Complement or Substitute for Fixed Broadband?
目次
 1990年代後半以降、ショートメッセージングサービス(SMS)の利用で成長し、3G投資の再開を後押しされたモバイル事業者は、従来の音声中心のビジネスモデルのみならず、着信音、情報サービス、端末のウェブ閲覧、データカード経由のモバイルインターネットアクセスといったモバイルデータサービスを開始した。特に過去1-2年に、ユビキタスブロードバンド接続の需要増加、モバイルネットワーク技術の発達、ネットワークの到達範囲の拡大、モバイルデバイスによって、サービスプロバイダのモバイルブロードバンドのビジネスチャンスは魅力を増した。また、モバイルブロードバンドでも競争力を維持しなければならない。それは、ブロードバンドサービス関連の固定マルチ製品の人気が高まっているためであり、またバンドリングサービスにモバイルサービスが入っていることが最先端の動向となっているためでもあり、最終的にサービス統合に必要となるためである。
米国調査会社ピラミッドリサーチ社の調査レポート「モバイルブロードバンドのコンピュータサービス:固定ブロードバンドの補完か代替か？」は、世界、地域、市場別の、3GおよびWiMAXネットワークによるモバイルブロードバンドサービスを調査している。コンピューティングデバイス(主にネットブック、ラップトップ、 MID)向けのサービス計画に焦点を当て、固定ブロードバンド代替サービスに関連したモバイルブロードバンドコンピューティングのポジショニングを査定している。 広範なケーススタディに基づく分析によって、モバイルおよび統合事業者のブロードバンド戦略、運営と財政の実績、モバイルブロードバンドコンピューティングサービスでの最良のポジションニングについて述べている。また、市場、地域、世界別の加入者数、普及レベル、5年間の収益予測などのモバイルブロードバンドコンピューティングサービスの概要を記載している。不況に関わらず、コンピューティングデバイス経由のモバイルブロードバンドアクセス市場は今後数年間大幅に成長し、世界の多くの国で固定ブロードバンドアクセスサービスとしてモバイルブロードバンドアクセスが開始されるだろう。
Since the late 1990s, mobile operators — encouraged by the uptake of SMS and driven to recoup 3G investments — have looked past traditional voice-centric business models and rolled out mobile data services such as ringtones, information services, Web browsing on handsets and mobile Internet access via data cards. Especially in the past year or two, mobile broadband has become a more attractive opportunity for service providers, with growing demand for ubiquitous broadband connectivity as well as improvements in mobile network technologies, network footprints and mobile devices. Mobile broadband is also fast becoming a necessity to remain competitive: Fixed multi-product offers built around broadband services have gained significant traction in recent years, and the inclusion of mobile services is the next frontier for bundling, and will ultimately be required for service blending.
Mobile Broadband Computing Services: Complement or Substitute for Fixed Broadband examines mobile broadband services enabled by 3G and WiMAX networks on a global, regional and market-by-market basis. Focusing on service plans offered for computing devices (mainly netbooks, laptops and MIDs), the report assesses the positioning of mobile broadband computing relative to fixed broadband alternatives. Our tested framework promises to help identify the most efficient strategy for building revenue and sustaining market share in both competitive developed markets and low-income emerging environments. Built around extensive case studies, our analysis uncovers mobile and integrated operators’ broadband strategies, their operational and financial performance, and how best to position mobile broadband computing services. We also provide a five-year outlook on mobile broadband computing trends, including subscriber numbers, penetration levels and revenue expectations on a market, regional and global basis. Despite the economic downturn, we expect the market for mobile broadband access from computing devices to deliver robust growth for years to come and for mobile broadband access to emerge as a viable substitute for fixed broadband access in many countries worldwide. -
What is the addressable market for mobile broadband computing services? How does it differ in developed and emerging markets? -
How can operators differentiate mobile broadband computing services from fixed broadband Internet access? -
What factors should be considered when building mobile broadband strategies in emerging and developed market environments? -
How do mobile broadband computing strategies in emerging and developed markets compare? -
How big is the opportunity for mobile broadband computing, and how does it compare with fixed broadband? Operators
This report allows you to identify successful strategies for positioning, pricing and promoting your mobile broadband based offerings, to quantify market demand for mobile broadband based services through 2014 and to benchmark performance against other players in emerging and developed markets. Equipment and application providers
This report helps you evaluate business opportunities in the mobile broadband space across the world. Use operator best practices and benchmarks to successfully position your infrastructure, devices, and services as well as to enhance your value proposition. Financial services, investment firms
This report provides a thorough understanding of where mobile broadband operators fit into the overall market for communication services. We provide current and projected adoption rates and revenue figures that will support operator, market, and regional level assessments of profit making opportunities on the billion dollar scale. Use this analysis to understand who is best positioned to succeed and to assess upcoming opportunities in the mobile broadband market. Companies mentioned in this report: | 3 UK
Acer
Amazon
Amnet
AOL UK
Asus
AT&T
Ateus (2N Telekomunikace)
Axesstel
Bell Canada
Brasil Telecom
Bright House Networks
Cantv
Carphone Warehouse
Celcom Malaysia
Cell C
Cellcom
Claro
Clearwire
Comcast
CTE (Telecom)
Danske Telecom
Dell
DiGi
Fujitsu
Google
Hewlett-Packard | Huawei
Hutchison 3G UK
iBurst
Intel
KPN
Lenovo
LG Electronics
Liberty Global
Maxis Communications
Millicom
Movistar
MTN
MWeb
Neotel
NET Serviços
Nokia
NTT Docomo
Oi
OneMax
Orange
Packet One Networks (P1)
Panasonic
Qwest Communications
RadioShack
Rogers Communications
Samsung
SK Telecom | Sprint Nextel
Telefónica Brasil
Telefónica O2 Czech Republic
Telekom Malaysia (TM)
Telgua
Telkom South Africa
Telmex
Telmex Chile
Telstra
TIM
Time Warner
TM
T-Mobile Czech Republic
Toshiba
Umniah
UPC
UPC Czech Republic
Verizon Communications
Verizon Wireless
Vivo
Vodacom
Vodafone
Vodafone Czech Republic
Vodafone Hungary
ZTE Corp
Zyxel
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Table of Contents Table of contents
Table of exhibits
Companies mentioned
Acronyms and abbreviations
Executive summary
Introduction
Section 1: Positioning strategies for mobile broadband computing services
1.1 Analysis framework
1.2 Competitive resources: Mobile broadband providers have the upper hand in emerging markets
Network footprint and the size of the addressable market
The financial standing of service providers
Required investment levels and speed to market
Network capacity limitations
Service bundling, convergence trends and the emergence of integrated operators
1.3 Computing devices: Proliferation will require capacity increases — and off-loading where possible
The evolution of the mobile broadband computing device market
The effect of device proliferation on network capacity
Device pricing, device affordability and the impact of operator subsidies
1.3 Service quality: Mobility, network availability, reliability and customer service as key differentiators
Mobility as a differentiator
Mobile vs. fixed access speeds
Managing customer usage
Network availability, reliability and security — or lack thereof
Instant gratification and user experience
Customer care
1.4 Service pricing: Trending down, but high in terms of data limits and speeds
Mobile broadband computing vs. fixed broadband: Price competitiveness as a factor of an operator’s resources
Mobile broadband computing vs. Internet access for handsets: Pricing strategy is a factor of the utility of the service
Price tag versus perceived value: Price per bit, network availability, mobility and usage caps
Affordability of service plans and the importance of prepaid plans
Leveraging the power of service bundling
CASE STUDY: Clearwire pioneers new pricing models for mobile broadband
1.5 Is mobile broadband computing a complement or a substitute for fixed broadband?
Overall, service is complementary early on but a substitute going forward
Emerging markets largely support substitution
Developed markets are a mixed bag
Section 2: Operator and market case studies
2.1 CASE STUDY: AT&T positions mobile broadband computing at a premium, as a complement to fixed broadband
Market context
Mobile broadband computing target market strategy
Pricing and service strategy: Manage demand with premium pricing
Market pricing analysis
Operational and financial performance
Market assessment: Substitute or complement?
2.2 CASE STUDY: Vodacom drives dominance of mobile broadband access in South Africa
Market context
Mobile broadband computing target market strategy
Pricing and service strategy: Offer tiers for all budgets
Market pricing analysis
Operational and financial performance
Market assessment: Substitute or complement?
2.3 CASE STUDY: Maxis uses HSPA for a residential play
Market context
Mobile broadband computing target market strategy
Pricing and service strategy: Bundle with the device and undercut xDSL
Market pricing analysis
Operational and financial performance
Market assessment: Substitute or complement?
2.4 CASE STUDY: Vivo’s 3G rollout makes mobile broadband a formidable competitor to fixed broadband in Brazil
Market context
Mobile broadband computing target market strategy
Pricing and service strategy: Provide better value than mobile competitors
Market pricing analysis
Operational and financial performance
Market assessment: Substitute or complement?
2.5 CASE STUDY: Telefónica 02 Czech Republic uses mobile broadband to enhance the value of fixed broadband
Market context
Mobile broadband computing target market strategy
Pricing and service strategy: Encourage uptake of bundles through premium pricing for stand-alone mobile broadband computing
Market pricing analysis
Operational and financial performance
Market assessment: Substitute or complement?
Section 3: Mobile broadband computing adoption and revenue outlook
3.1 Service positioning matrix
3.2 Global adoption forecasts: A four-fold growth in the making
Largest markets: China stays in the lead and Brazil moves up the ranks
Most penetrated markets: Money talks
3.3 Regional adoption trends
Africa & Middle East: Closing in on fixed broadband
Asia-Pacific: World’s largest opportunity is driven by both its huge emerging economies and its highly penetrated developed markets
Central and Eastern Europe: Mobile broadband substituting for fixed
Western Europe: Spain grows fastest while Italy leads
Latin America: The world’s fastest growing region for mobile broadband computing
North America: Integrated operators to push mobile broadband with other services
3.4 Global revenue forecasts
Mobile broadband computing revenue to quadruple by 2014
North America becomes largest revenue driver
Mobile broadband computing’s share of total data revenue on the rise
Prices to become more affordable globally but will vary across markets
Related resources
Table of exhibits | Exhibit 1: | Strengths and weaknesses of fixed and mobile broadband | | Exhibit 2: | Homes passed by fixed broadband networks, select markets | | Exhibit 3: | Service revenues — mobile and fixed operators compared, 2008 | | Exhibit 4: | Internet users versus Internet access accounts | | Exhibit 5: | Breakdown of Verizon’s capex, 2007 - 2008 | | Exhibit 6: | WiMAX device portfolio — Clearwire (US) | | Exhibit 7: | Laptops as a percentage of PCs in use, 2008 and 2014 | | Exhibit 8: | A $300 laptop as a percentage of nominal GDP per capita, 2008 | | Exhibit 9: | Operator 3 UK’s mobile broadband plans for contract customers | | Exhibit 10: | Survey on portability or mobility as a key differentiator | | Exhibit 11: | Bandwidth levels — mobile broadband versus fixed broadband | | Exhibit 12: | Framework for estimating data usage | | Exhibit 13: | Comparison of fixed vs. mobile broadband pricing in the US and Malaysia | | Exhibit 14: | Mobile and fixed prices per Mbps in select markets | | Exhibit 15: | Broadband prices compared with mobile broadband computing ARPS in South Africa | | Exhibit 16: | Prepaid adoption as a percentage of total mobile adoption in emerging and developed markets, 2008 | | Exhibit 17: | Clearwire’s broadband plans in Portland, Oregon | | Exhibit 18: | Clearwire’s bundles | | Exhibit 19: | Evolution of mobile broadband computing positioning | | Exhibit 20: | Mobile broadband key indicators — AT&T (US) | | Exhibit 21: | US market indicators, 2008 | | Exhibit 22: | AT&T wireline and wireless revenue breakdown, 2007-2008 | | Exhibit 23: | AT&T’s mobile broadband computing plans | | Exhibit 24: | AT&T’s data card and modem options | | Exhibit 25: | Mobile broadband computing pricing for AT&T, Verizon, Sprint and Clearwire | | Exhibit 26: | Pricing of AT&T Laptop Connect vs. broadband alternatives | | Exhibit 27: | AT&T’s quarterly broadband adoption, Q2 2007 to Q4 2008 | | Exhibit 28: | US mobile and fixed broadband outlook, 2008-2014 | | Exhibit 29: | Mobile broadband key indicators — Vodacom (South Africa) | | Exhibit 30: | South Africa market indicators, 2008 | | Exhibit 31: | Vodacom’s mobile broadband pricing options | | Exhibit 32: | Broadband pricing: Vodacom mobile broadband vs. select broadband alternatives | | Exhibit 33: | Vodacom’s rising ARPU over the past six quarters | | Exhibit 34: | South Africa market shares for mobile broadband service over a PC or laptop, 2008 | | Exhibit 35: | Market outlook for broadband services for computing devices in South Africa | | Exhibit 36: | Mobile broadband key indicators — Maxis Communications (Malaysia) | | Exhibit 37: | Malaysia market indicators, 2008 | | Exhibit 38: | Maxis’ mobile broadband pricing options and target market | | Exhibit 39: | Maxis’ mobile Internet plans for handhelds | | Exhibit 40: | Low-end broadband pricing — Maxis Broadband vs. select xDSL and WiMAX alternatives | | Exhibit 41: | High-end broadband pricing — Maxis Broadband vs. select xDSL and WiMAX alternatives | | Exhibit 42: | Market shares of broadband computing services in Malaysia, 2008 and 2014 | | Exhibit 43: | Mobile and fixed broadband subscribers in Malaysia, 2008-2014 | | Exhibit 44: | Mobile broadband key indicators — Vivo (Brazil) | | Exhibit 45: | Brazil market indicators, 2008 | | Exhibit 46: | Migration of Vivo’s subscriber base toward the GSM technology family, 2004, 2008, 2014 | | Exhibit 47: | Vivo’s mobile broadband computing plans and pricing | | Exhibit 48: | Prices of Vivo’s mobile broadband computing and iPhone plans | | Exhibit 49: | 1Mbps mobile broadband computing plans by operators in Brazil | | Exhibit 50: | Vivo’s mobile broadband computing vs. fixed broadband plans | | Exhibit 51: | Market shares of broadband computing services in Brazil, 2008 | | Exhibit 52: | Vivo’s mobile data revenue, 2007, 2008 | | Exhibit 53: | Broadband computing service adoption outlook in Brazil, 2007-2014 | | Exhibit 54: | Mobile broadband key indicators — Telefónica 02 (Czech Republic) | | Exhibit 55: | Czech Republic market indicators, 2008 | | Exhibit 56: | O2’s mobile broadband computing plans | | Exhibit 57: | Stand-alone pricing vs. bundled pricing of O2’s mobile broadband | | Exhibit 58: | O2’s PC financing options | | Exhibit 59: | O2’s mobile Internet pricing plans for handhelds and PCs | | Exhibit 60: | Mobile broadband vs. fixed broadband in Czech Republic | | Exhibit 61: | O2’s broadband revenue growth | | Exhibit 62: | Market shares of broadband computing services in Czech Republic, 2008 | | Exhibit 63: | Market for broadband computing services in the Czech Republic | | Exhibit 64: | Service positioning matrix (2010) | | Exhibit 65: | Global mobile broadband computing and fixed broadband adoption forecast, 2007-2014 | | Exhibit 66: | Ten largest markets for mobile broadband computing by subscriptions, 2008, 2014 | | Exhibit 67: | Markets with the highest mobile broadband computing penetration, year-end 2008 | | Exhibit 68: | Africa and Middle East mobile broadband computing and fixed broadband adoption forecast, 2007-2014 | | Exhibit 69: | Asia-Pacific mobile broadband computing and fixed broadband adoption forecast, 2007-2014 | | Exhibit 70: | Central and Eastern Europe mobile broadband computing and fixed broadband adoption forecast, 2007-2014 | | Exhibit 71: | Western Europe mobile broadband computing and fixed broadband adoption forecast, 2007-2014 | | Exhibit 72: | Latin America mobile broadband computing and fixed broadband adoption forecast, 2007-2014 | | Exhibit 73: | North America mobile broadband computing and fixed broadband adoption forecast, 2007-2014 | | Exhibit 74: | Global revenue outlook, fixed broadband vs. mobile broadband computing, 2008–2014 | | Exhibit 75: | Global mobile broadband computing revenue outlook, 2008-2014 | | Exhibit 76: | Global mobile broadband computing revenue as a percentage of total data revenue, 2008 and 2014 | | Exhibit 77: | Average revenue per mobile broadband computing subscriber, 2008-2014 |
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(原文) Carriers Will Need Mobile Broadband Services to Compete in Emerging Markets, finds Pyramid Research
CAMBRIDGE, Massachusetts, March 26, 2009
Mobile broadband services will become necessary to remain competitive in emerging markets and will increasingly be used as a substitute to fixed broadband, according to the latest report by Pyramid Research, the telecom research arm of the Light Reading Communications Network.
Mobile Broadband Computing Services: Complement or Substitute for Fixed Broadband examines mobile broadband services enabled by 3G and WiMax networks on a global, regional, and market-by-market basis. Focusing on service plans offered for computing devices, this 111-page report assesses the positioning of mobile broadband computing relative to fixed broadband alternatives. Our tested framework promises to help identify the most efficient strategy for building revenue and sustaining market share in both competitive developed markets and low-income emerging environments. We also provide a five-year outlook on mobile broadband computing trends, including subscriber numbers, penetration levels, and revenue expectations on a market, regional, and global basis. Download an excerpt of this report here.
Pyramid expects fixed broadband to grow at a CAGR of 9 percent from 2008 to 2014, whereas mobile broadband computing will grow about three times as fast, totaling $69 billion by 2014 – 30 percent the size of fixed broadband, notes Daniel Locke, Senior Analyst at Pyramid Research and co-author of the report. “In the medium term, developed markets, such as North America, will rake in the most revenue from mobile computing services, considering that operators have earmarked significant investments for HSPA+, WiMax, and LTE networks,” he says. “In mature markets, mobile broadband networks can complement the fixed networks to ensure the best, ubiquitous connectivity, but more importantly, they can be the solution to the digital divide,” he adds.
“In contrast, mobile broadband networks promise a wider reach and, thus, a larger addressable market in emerging markets, enabling mobile broadband access services to effectively compete with fixed broadband,” Locke says. “In many emerging markets, especially India, Africa, and the Middle East, HSPA and WiMax networks deliver geographic coverage that will not be matched by wireline infrastructure in the foreseeable future,” he adds. “The lack of coverage in emerging markets and rural areas of developed markets also puts 3G and WiMax as obvious choices for receiving broadband service.”
Although service pricing remains a barrier to adoption, Pyramid expects declining prices and a large variety of prepaid plans to boost take-up over time in emerging markets. Furthermore, in developed markets, 4G technologies, such as LTE and 802.16m, will eventually support the capacity to provide high-bandwidth applications that will give fixed broadband customers enough reason to switch to mobile service.
Mobile Broadband Computing Services: Complement or Substitute for Fixed Broadband is part of Pyramid's research report series. A blend of primary research and qualitative analysis, Pyramid's research reports offer comprehensive coverage of the fixed and mobile communications space and enable those in the communications industry to stay ahead of changing market dynamics.
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