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Pages 56 | Exhibits: 28 | Report Excerpt
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The netbook is a key catalyst of the changes reshaping the broadband access and mobile computing markets. After sales of 13m units in 2008, this portable mini-PC is emerging as the mobile Internet device of choice for mass-market customers. Despite concerns about their small size and cramped keyboards, netbooks are perfectly capable of creating value, first and foremost for mobile broadband operators. The immediate outcome of their arrival in the market is to boost both PC and broadband penetration, especially in the mobile sector. Bundled with broadband plans, netbooks also allow mobile providers to curb churn and improve the utilization of their recently upgraded HSPA networks. And through netbooks, a host of new users have gained access to mobile broadband networks.
At the same time, there are plenty of doubts about the future of these devices. OEMs are not happy about the downward pressure on laptop prices brought about by inexpensive netbooks, and they fear cannibalizing sales of high-end notebooks. But we see a better opportunity for OEMs and broadband operators in supporting netbook sales and eventually up-selling higher-end, personalized devices as replacements.
This view is supported by the main findings of the report:
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Netbooks are a strategic tool for MNOs and OEMs alike, until the global economy recovers and users are ready — and able to afford — to migrate to more sophisticated devices.
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While in the developed world netbooks are considered inexpensive, the $500 retail price threshold is still prohibitively high for many potential buyers in emerging markets.
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The netbook surge will provide a much-needed stimulus for mobile subscription computing, which in turn will address the affordability issue of the historical PC sales model.
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Netbooks will help accelerate mobile broadband adoption among low-income customers.
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We forecast that in 2014 more than half of all netbooks will be sold by fixed and mobile operators in bundles with broadband Internet service.
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It is difficult to see how netbooks will make operators money beyond flat-rate mobile broadband subscription charges.
Mobile Broadband for the Masses analyzes the business case behind bundling netbooks with broadband access for both operators and OEMs, discusses key performance indicators delivered by those operators that have embraced the use of netbooks, and assesses the value they have been able to extract from netbook sales. In Europe and the US, these operators include Orange, TMN, T-Mobile and Vodafone. We also look at early examples of netbook bundles targeting students and examine the potential for netbook bundle sales in the markets of Brazil, Russia, India and China.
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What role will netbook devices play in the adoption of mobile broadband?
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What will be the incremental level of new mobile broadband users, thanks to the availability of bundles with ultralow-cost portable computing devices?
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How will netbooks create value for service providers in the long term?
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Will netbooks make operators money beyond a flat-rate mobile broadband subscription?
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How different is a netbook subscription model from a laptop subscription model? How does it compare with stand-alone mobile data plans?
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Compared with total mobile broadband sales and total netbook sales, how big can the operator channel for netbooks get?
Operators
This report helps you analyze the impact of netbook bundles on your subscriber base, churn and ARPU, comparing it with the impact of higher-end notebook bundles. It allows you to identify successful strategies for positioning, pricing and promoting your netbook-based offerings, to quantify market demand for netbook, notebook and desktop bundled sales through 2014 and to target strategies for emerging and developed markets.
PC OEMs
This report will help you assess the key drivers of netbook sales, examine the business models currently available in markets and anticipate future developments in netbook hardware, software and prices. The report helps you formulate an effective strategy for netbooks and evaluate business opportunities for bundling netbooks with broadband services across the world.
Financial services, investment firms
This report provides a thorough understanding of where netbooks fit into the overall markets for PCs and broadband access. Use this analysis to understand who is best positioned for success, to identify opportunities resulting from the decline of netbook prices below US$350, and to assess upcoming opportunities in the overall netbook and broadband markets.
Companies mentioned in this report:
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Acer
Advanced Micro Devices (AMD)
América Móvil
Apple
ARM
Asustek Computer
AT&T
BenQ
Bharti Airtel
Bouygues
BSNL
Canonical
Cantv
China Mobile
China Telecom
China Unicom
Citrix Systems
Claro Brasil
Compal Electronics
Cosmote
Dell
DiGi
Docomo
ECS
Elektrobit
Elisa
Elitegroup Computer Systems (ECS)
Era PTC
Ericsson
Everex
Freescale Semiconductor
Fujitsu Siemens Computers
Fujitsu Technology Solutions
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Gigabyte Technology
Google
HCL Infosystems
Hewlett-Packard (HP)
HTC Corp
Idea Cellular
Intel
Intelbras
Itautec
JP Sá Couto
KPN
Lenovo
LG Electronics
Maxis Communications
Medion
Microsoft
Micro-Star International (MSI)
Mobistar
Mobistar Belgium
MTNL
MSI Computer
Neuf Cegetel
Nokia
Nvidia
Orange France
Orange Slovakia
Phone House
Phones4U
Polkomtel
Portugal Telecom
Positivo
Qualcomm
Quanta Computer
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Raon Digital
Reliance Communications
Samsung
SFR
SingTel
Sony
StarHub
Taiwan Mobile
Tata Indicom
Telefónica
Telefónica O2
Telefónica O2 Czech Republic
Telefónica Spain
TeliaSonera
Telmex
TIM
TIM Brazil
TMN
TMN
T-Mobile
T-Mobile Germany
T-Mobile UK
Toshiba
Verizon Wireless
Vivo
Vodafone
Vodafone Czech Republic
Vodafone Germany
Vodafone Netherlands
Vodafone Romania
Vodafone Spain
Vodafone UK
Yota
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Mobile Broadband for the Masses 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. For more information about this report, please contact Dave Williams via email at dave.williams@pyr.com or telephone at +1.858.485.8870.
Author: Svetlana Grant, Cristiano Laux
Publication Date: May 2009
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