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市場調査レポート
米国のモバイルブロードバンド市場
Mobile Broadband: Beyond the Cell Phone
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Abstract
SYNOPSIS
This report explores the status of the mobile broadband market in the U.S. and
studies the challenges of expanding mobile broadband connectivity beyond the
cell phone. It also analyzes current business models and proposes alternatives
based on specific needs of non-phone device users. The report provides market
forecasts for mobile broadband adoption and unit sales through 2013, including
smartphones, cameras, ebook readers, portable media players, and netbooks.
“Embedding mobile broadband connectivity into non-phone devices such as
cameras, media players, and netbooks will create new revenue opportunities for
carriers, CE manufacturers, media companies, and advertisers,” said
Anton Denissov, research analyst, Parks Associates. “To
successfully penetrate the mainstream consumer market, however, these
companies must work in tandem to create services and devices that are
affordable, entertaining, and simple to use.”
Table of Contents
The Bottom Line
1.0 Methodology and Sources
2.0 Introduction
3.0 Defining Mobile Broadband
4.0 Mobile Broadband Market: Players and Drivers
- 4.1 Consumers
- 4.2 Carriers
- 4.3 CE manufacturers
- 4.4 Media companies
- 4.5 Advertisers
5.0 Mobile Broadband: State of the Union
- 5.1 United States
- 5.1.1 AT&T
- 5.1.2 Verizon
- 5.1.3 Sprint
- 5.1.4 T-mobile
- 5.2 Innovations Around the Globe: a Weather Vane for U.S.
6.0 New Breed of CE Devices: Beyond the Cell Phone
- 6.1 Advantages of Embedded Connectivity vs. External Modems
- 6.2 Swiss Army Knife vs. Dedicated Devices
- 6.3 Smartphones and Embedded Mobile Broadband Devices
- 6.4 The Role of Chip Manufacturers in Device Evolution
7.0 Business Models for Embedded Mobile Broadband Devices
- 7.1 Owning the Customer Relationship
- 7.2 New Business Models for CE Manufacturers
- 7.2.1 The MVNO model
- 7.2.2 The Revenue Sharing Model
- 7.3 Carriers' Service Models
- 7.3.1 Subsidized Devices
- 7.3.2 The Importance of Service Bundles
- 7.3.3 New Business Models for Alternative Form Factors
- Unlimited, Flat-Rate Model
- Tiered Service Model
- Metered Model
- Ad Supported Model
- Sponsored Model
- Need for Hybrid Models
8.0 Market Evolution Scenarios
- 8.1 Notes on Methodology
- 8.1.1 Mobile Broadband User Forecast
- 8.1.2 Smartphone Sales Forecast
- 8.1.3 Forecast of Mobile Broadband Enabled Devices
- 8.1.4 Summary of Market Evolution Scenarios
- 8.2 Realistic Forecast Scenario
- 8.3 Pessimistic Forecast Scenario
- 8.4 Optimistic Forecast Scenario
9.0 Recommendations
- 9.1 Carriers
- 9.2 CE Manufacturers
- 9.3 Chip Makers
- 9.4 Media and Advertising Companies
Resource Book
1.0 Consumer Analysis
- 1.1 Awareness and Interest in Mobile Broadband
- 1.2 Demand for Auxiliary Services on Mobile Platforms
- 1.3 Mobile Broadband Devices
2.0 Company Profiles
- 2.1 AT&T Mobility
- 2.2 Verizon Wireless
- 2.3 Sprint Nextel/Clearwire
- 2.4 T-mobile USA
- 2.5 Nokia Corporation
- 2.6 Archos S.A.
- 2.7 Acer Inc.
- 2.8 Intel Corporation
- 2.9 Qualcomm Corporation
Figures
- Interest in Mobile Data Purchase and Willingness to Pay
- Customer Satisfaction with Web Surfing Experience on a Mobile Phone
- Carriers By Mobile Broadband Technology
- Mobile Entertainment Value Chain
- Importance of Multimedia Capabilities on a Mobile Device
- Forces Stimulating the Demand for Mobile Broadband
- Reasons for not Subscribing to Mobile Broadband
- Non-phone Device Evolution
- Current Non-Phone Devices With Embedded 3G Connectivity
- Owning Customer Relationships Leads to Superior Performance Metrics
- Importance of Availability of Bundles to Mobile Carrier Selection
- Mobile Broadband Tiers for Major U.S. Carriers
- U.S. Mobile Broadband Users Forecast Methodology
- U.S. Smartphone Unit Sales Forecast Methodology
- U.S. Connected Camera, Ebook Reader and MID Unit Sales Forecast Methodology
- U.S. Connected Netbook Unit Sales Forecast Methodology
- Forecast Assumption Outcomes Summary
- U.S. Mobile Broadband Paying Users (A-la-carte and Subscription) 2008-2013
- Realistic Scenario: U.S. Annual Smartphone Unit Sales (2008 - 2013)
- Realistic Scenario: U.S. Annual Unit Sales of Mobile Broadband Embedded
Devices (2008 - 2013)
- Pessimistic Scenario: U.S. Annual Smartphone Unit Sales (2008 - 2013)
- Pessimistic Scenario: U.S. Annual Sales of Mobile Broadband Embedded
Devices (2008 - 2013)
- Optimistic Scenario: U.S. Annual Smartphone Unit Sales 2008 - 2013
- Optimistic Scenario: U.S. Annual Sales of Mobile Broadband Embedded
Devices (2008 - 2013)
- Use of Internet Browser on a Cell Phone
- Consumer Use of Different Mobile Applications
- Willingness to Pay for Mobile Broadband
- Demographics of Mobile Phone Purchasers
- Broadband: Subscription Intent in the Next 12 Months
- Reasons for not Subscribing to Mobile Broadband
- Factors Affecting Cell phone Purchase
- Cost of Mobile Phones
- Importance of Bundles in Carrier Selection
- Decision Factors for Selecting a Carrier by Segment
- Interest in Applications on a Mobile Device
- Interest in Entertainment Applications on a Mobile Device
- Mobile Phone: Features Never Used
- Limitations of Integrated Devices
- Consumer Satisfaction With Internet Browsing Experience on a Mobile Phone
- Preferred Methods of Video Viewing on a Mobile Device
- Consumers' Attitudes Toward Storage
- Interest in Viewing a Certain Video Type on a PMP or Laptop over That on a
Mobile Phone
- Ad-Supported Content/Applications Drive Consumer Interest
- Consumer Perspective on Mobile Ads
- Comparing Interest in Built-in Mobile Broadband and Internet Browsing
Capabilities on Portable Devices
- Purchases in 2008 and Purchase Intention for Remainder of the Year
- Demographics of Portable Device Purchasers
- Cost of Mobile Devices
- Demographics of Digital Camera Purchasers
- Top Connected Camera Features
- Willingness to Pay Extra for Digital Camera Features
- Demographics of Portable Music/Video Player Purchasers
- Primary Features and Functions (PMP)
- Secondary Features and Functions (PMP)
- Portable Music/Video Player: Importance of Purchase Factors
- Preference for a Convergence vs. Single-Purpose Mobile Device by Age and
Gender
- Key Consumer Concerns About Convergence Device
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