Mobile Broadband: Learning from Emerging Markets
|発行||Mobile Market Development Ltd||商品コード||114533|
|出版日||ページ情報||英文 37 PAGES
|モバイルブロードバンド：新興市場からの教訓 Mobile Broadband: Learning from Emerging Markets|
|出版日: 2010年02月24日||ページ情報: 英文 37 PAGES||
Central governments and regulatory authorities in emerging markets have identified the internet as a key driver for growth and economic development. Consequently, they are actively promoting internet access to all segments of society. The poor state of fixed telecommunications infrastructure in many emerging markets means that mobile broadband can play a leading role in increasing internet access and use, helping to enrich rural communities and others outside the (often very small) national elite groups that have already adopted solutions. This means that MNOs operating in these markets, having already delivered a massive positive impact with the rollout of voice services (and associated mechanisms such as micro-credit) to the general population, are once again a lead player in raising the general level of economic activity and living standards in these markets.
The enhancements of international links, in combination with the newly deployed national 3G networks, are enabling mobile operators to offer competitive broadband services, which are attracting a growing number of first time users to the internet.
The lessons that can be learned in emerging markets are not only useful in the context of these markets - MNOs in developed markets need to find ways to encourage mobile broadband adoption among those that have not yet adopted a fixed broadband solution for cost reasons but that would nevertheless benefit from internet access and use.
For example, casual and migrant workers on low wages may pay a relatively very high price in internet cafes to access e-mail and websites they use to identify working opportunities - a mobile internet solution may be more cost-effective for them.
Mobile broadband propositions being developed in emerging markets are already extending the economic benefits of internet use to new segments of the population that otherwise would not be able to afford access due to the high prices and lack of infrastructure supporting fixed network solutions. These propositions may also provide valuable insight to MNOs in developed markets seeking to extend mobile broadband subscription to users that, until now, have preferred not to (or could not) have a fixed broadband solution. In this report we analyse the dynamics of mobile broadband services in emerging markets covering the key market enablers and barriers affecting service uptake. We present and evaluate advanced broadband offers in Chile and South Africa and provide practical recommendations aimed at assisting MNOs design successful propositions both in emerging and developed markets.