Wednesday, February 9, 2011

Analysys Mason: Mobile Broadband will Fail as an Alternative to Fixed Broadband

One of the common reasons experts are using to explain the "Mobile Crunch" is the potential use of mobile as a broadband service from consumers’ homes, replacing the more traditional cable and DSL services. While use of mobile is laptops and tablets is common (outside home), the use at home is still doubtable (see UK statistics here).

Analsys Mason conducted a consumer survey and Tom Rebbeck (picture), Research Director, concludes that "Attempts to sell mobile broadband as an alternative to fixed broadband are likely to fail in European and US markets because there is a strong, and correct, perception among consumers that mobile broadband is slower, less reliable and more expensive than fixed broadband. Where consumers have a choice between fixed and mobile broadband, mobile broadband should not be sold as the primary means of access, but as a complement .. Of respondents who said they were not interested in mobile broadband, 72% said it was because they are happy with their fixed service (up from 65% last year)".

See "Western operators should position mobile broadband as a complement to fixed broadband, not a substitute, says Analysys Mason" - (PR, here) and - "The Connected Consumer survey 2: mobile broadband" - (research summary, here).

"The factors that might attract consumers who are not currently considering mobile broadband – price reductions and network improvements – would be costly to implement. Prices are already low in many markets and, given the cost pressure on mobile broadband, it is unlikely that operators will reduce them further .. Our Connected Consumer survey found that mobility was the most important factor for those who are planning to take up or are considering a mobile broadband subscription. No other factor provides an easy method of selling the service"

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