2010 Global Mobile Broadband - Key Trends and Growth as Momentum Builds

Publication Overview

This annual report offers a wealth of information on the worldwide development of the increasingly exciting mobile broadband sector. Information at a regional level is also provided for the Americas, Europe, Middle East, Africa and Asia Pacific. The report includes analyses, statistics, forecasts and trends. It provides a comprehensive perspective of the overall global and regional mobile broadband industry and explores key issues and opportunities. Please note: Mobile voice communication is covered in detail in a separate annual publication.

Subjects covered include:

  • Analyses of key issues impacting upon global mobile broadband sector;
  • Global and regional 3G and 4G developments including statistics;
  • Overview of key mobile broadband industry segments;
  • Global Mobile Location Based Services (MLBS) market overview;
  • Global mobile TV/Video market overview;
  • Global mobile messaging services market overview;
  • Global mobile commerce and payments market overview;
  • Regional overview for Americas, Europe, Middle East, Africa and Asia Pacific.

Researchers:- Kylie Wansink, Paul Budde, Lawrence Baker, Lucia Bibolini, Peter Evans, Lisa Hulme-Jones, Paul Kwon, Henry Lancaster, Peter Lange, Tine Lewis, Stephen McNamara.
Current publication date:- April 2010 (14th Edition)
Next publication date:- April 2011

Executive Summary

The global mobile broadband market continues to gain momentum and is becoming an increasingly exciting sector to watch. One of the key reasons for this growth is the fact that due to competition and a saturated mobile voice market, the operators have been forced to offer very competitive capped data packages. Non-SMS mobile data is now growing as it is becoming easier to access via mobile devices such as smart phones. Mobile networks are also improving as 3.5G (HSPA) continues to be deployed and wireless broadband technologies (4G) emerge over the next few years. While on deck mobile data usage remains strong, off deck usage to both mobile specific Internet sites and regular sites is also growing rapidly.

The traditional mobile broadband segments of SMS, mobile email and mobile music continue to grow and we are now also seeing the increasing use of mobile social networking services, mobile gambling and gaming, mobile adult content and mobile video.

Location-based services (LBS) are also back in the spotlight, driven mostly by the continuing uptake of handsets with smarter capabilities and user interfaces. LBS are being integrated into other applications such as mobile social networking and personal navigation devices.

The popularity of mobile messaging services continues to grow on the back of the introduction of capped data changes, smart phones and bundled services. One area of note in decline is the Premium SMS (PSMS) market, which is feeling the impact of users now enjoying the freedom of choosing their own content using smart phones, namely the iPhone. This development was foreshadowed by BuddeComm during most of the 2000s. Despite this setback, the world’s unstoppable need to communicate while on the move means the messaging and mobile social networking sectors both have bright futures ahead.

In 2010 the interest surrounding Near Field Communications for m-commerce and m-payments continues unabated, with further trials and roll-outs occurring around the world. Financial transactions via mobile phones are also set to rise substantially as banks and mobile operators continue to work together. Focus has turned to the developing markets, where mobile phones are being viewed as an opportunity to reach the masses that would not otherwise use m-payment or m-banking services.

While there is much activity taking place in the mobile broadband sector; it will not be until proper 4G wireless broadband technologies become available that we will see the true potential of mobile broadband. Many operators around the world have committed to LTE and there are also over 500 WIMAX deployments taking place.

Around the world, WiFi has established itself as the quiet achiever and in 2010 there is evidence emerging that the use of WiFi hotspots is on the rise due to increasing popularity from smart phone users. Wi-Fi offers a faster and in some cases, cheaper, alternative for accessing mobile broadband services rather than via traditional mobile networks. The recent introduction of Wi-Fi Direct has also increased the competition between it and another short-range wireless technology – Bluetooth. In the midst of short range wireless technologies there is also Ultra-Wideband (UWB) which has struggled due to competition and lack of applications. UWB chip manufacturers have now turned their attention towards the wireless HD connectivity sector.

The mobile broadband sector is certainly unfolding before our eyes and being driven by developments such as iPhone, Android and the awesome applications that are possible with these devices. It will only be a matter of time before the backhaul demand created by this will lead to a rather rapid need to upgrade to 4G networks.

This report provides valuable insights and analysis into the key trends taking place in the increasingly exciting mobile broadband sector. The report comprises information on mobile broadband growth and trends, including key global and regional statistics. Topics covered include major global mobile broadband technologies and the global mobile handset market. Key mobile broadband industry segments are also explored with a focus on the areas of Mobile Location Based Services (MLBS), mobile social networking, mobile TV/video and mobile messaging services. The report also provides a global overview of m-commerce and m-payment developments. Information at a regional level is provided for North America, Latin America, Europe, Middle East, Africa and Asia Pacific. Please note: Mobile voice communication is covered in detail in a separate annual publication: Global Mobile Communications - Key Trends and Growth in a Challenging Environment

Market highlights:

  • In early 2010 there were over 200 million subscribers worldwide using HSPA.
  • There are over 100 operators worldwide committed to deploying LTE.
  • It is expected that in 2010 around 95 million consumers will be making mobile payments worldwide.
  • Mobile social networking is one of the fastest growing mobile broadband sectors with many phones now pre-loading the app.
  • In North America the national providers have been accelerating their efforts to bring 3G to the market in recent years. For instance, in Canada, Bell Mobility and Telus launched 3G in late 2009 in anticipation of the revenue potential from the 2010 Vancouver winter Olympics. They did so via a shared HSPA+ network using Nokia Siemens technology.
  • Mobile broadband is booming in the Middle East. In Saudi Arabia, the combined number of subscribers for HSPA and WiMAX broadband access was higher than the number of ADSL subscribers at end-2009. Their combined share of the broadband access market is also around the 50% mark in Bahrain.
  • Non-messaging mobile data revenue grew by 70% in South Africa in 2009 while overall mobile data revenue increased by 30%.
  • Mobile broadband has become an important option for broadband in Latin America, as it is available in areas that have no fixed-line broadband coverage. The service is commonly used with either a USB modem that plugs into a computer, or with netbooks, notebooks, or laptops that have a built-in 3G receiver.
  • Globally, the Australian mobile broadband market holds quite a unique position and there is a relatively better business case for mobile broadband in Australia than in other countries.
  • The number of New Zealanders accessing the internet via mobile phones more than doubled from 7% in 2007 to 18% in late 2009.

Data in this report is the latest available at the time of preparation and may not be for the current year.

Table of Contents

  • 1. Global Mobile Broadband Market Overview
    • 1.1 Mobile broadband – introduction and global market overview
      • 1.1.1 Introduction
      • 1.1.2 Brief case studies of important handset innovations
      • 1.1.3 Mobile broadband/data growth
  • 2. Mobile Broadband Technologies
    • 2.1 Global HSPA; LTE; WiMAX and IMS market overview
      • 2.1.1 HSPA, HSDPA, HSUPA
      • 2.1.2 HSDPA overview
      • 2.1.3 HSUPA overview
      • 2.1.4 Global HSPA statistics and growth
      • 2.1.5 Long-term evolution (LTE)
      • 2.1.6 WiMAX
      • 2.1.7 IP Multimedia systems (IMS)
      • 2.1.8 Analysis: complex, ambitious yet promising
    • 2.2 Global WIFI, bluetooth and UWB market overview
      • 2.2.1 Introduction
      • 2.2.2 WLAN/WiFi hotspots
      • 2.2.3 Muni WiFi – only a moderate success
      • 2.2.4 WiFi market overview
      • 2.2.5 Other recent developments
      • 2.2.6 Introduction: Bluetooth
      • 2.2.7 Bluetooth market overview
      • 2.2.8 UWB (Ultra-Wideband)
  • 3. Mobile Broadband: Market Overview of Key Industry Segments
    • 3.1 Global mobile broadband – key industry segment market overview
      • 3.1.1 Key mobile media industry segments: statistics and forecasts
      • 3.1.2 Overview of other mobile data sectors
  • 4. Mobile Broadband: Location Based Services (LBS)
    • 4.1 Global mobile location based services market overview
      • 4.1.1 Introduction
      • 4.1.2 Mobile Location Based Services (MLBS)
      • 4.1.3 GPS
  • 5. Mobile Broadband: Mobile TV/Video
    • 5.1 Global mobile TV/video market overview
      • 5.1.1 Mobile TV is dead – long live mobile video
      • 5.1.2 Mobile TV standards
      • 5.1.3 Snapshot of mobile TV around the world
      • 5.1.4 Mobile TV/video published statistics and forecasts
  • 6. Mobile Messaging Services
    • 6.1 : Global SMS, Instant Messaging, unified messaging, Multimedia Messaging Services & email market overview
      • 6.1.1 Introduction
      • 6.1.2 Short Messaging Service (SMS)
      • 6.1.3 Interesting examples of SMS applications
      • 6.1.4 Mobile Instant Messaging (MIM)
      • 6.1.5 Multimedia Messaging Service (MMS)/Enhanced SMS (EMS)
      • 6.1.6 Unified Communications (UC)
      • 6.1.7 Email/mobile email
      • 6.1.8 Unstructured Supplementary Service Data (USSD)
  • 7. Mobile Commerce and Payments Market
    • 7.1 Global mobile commerce and mobile payments market overview
      • 7.1.1 M-commerce market
      • 7.1.2 M-payments (Mobile Payments)
      • 7.1.3 M-Banking (mobile banking)
      • 7.1.4 Security concerns persist
  • 8. Mobile Handset Market
    • 8.1 Global mobile handset market overview
      • 8.1.1 Historical handset market growth
      • 8.1.2 Mobile handset statistics and forecasts
      • 8.1.3 Smartphones
      • 8.1.4 Handset supplier market shares
      • 8.1.5 Other trends and developments
      • 8.1.6 Safety and security issues
  • 9. Regional Overviews
    • 9.1 North America
      • 9.1.1 Overview
    • 9.2 Latin America
      • 9.2.1 Mobile broadband overview
    • 9.3 Europe
      • 9.3.1 European overview
    • 9.4 Africa
      • 9.4.1 Market overview
      • 9.4.2 Key trends and growth
    • 9.5 Middle East
      • 9.5.1 Overview
      • 9.5.2 HSPA – Mobily claims the busiest HSPA network in the world
      • 9.5.3 WiMAX – rocketing ahead in Bahrain
      • 9.5.4 Mobile broadband data and content revenues growing
    • 9.6 Asia
      • 9.6.1 Mobile data services in Asia
      • 9.6.2 Wireless broadband in Asia
    • 9.7 Pacific Region
      • 9.7.1 Australia
      • 9.7.2 New Zealand
  • 10. Glossary of Abbreviations
  • Table 1 – Apple versus Nokia – handset division operating profit – 2008 - 2009
  • Table 2 – Global BlackBerry shipments – 2007 - 2010
  • Table 3 – Worldwide mobile data revenue – 2006; 2008 - 2009
  • Table 4 – Mobile data mobile ARPU – selected carriers worldwide – 2008 - 2009
  • Table 5 – Monthly mobile broadband contract costs by region – 2007
  • Table 6 – Worldwide 3G subscribers – 2004 - 2010
  • Table 7 – Worldwide HSPA subscribers – 2010; 2013
  • Table 8 – Number of commercial HSPA launches worldwide – 2006 - 2009
  • Table 9 – Number of commercial HSPA operators by region – 2009 - 2010
  • Table 10 – Worldwide LTE subscribers – 2013 - 2015
  • Table 11 - Worldwide WiMAX, LTE and HSPA market share – 2015
  • Table 12 – Worldwide WiMAX subscribers – 2007 - 2008; 2010; 2014
  • Table 13 – Number of WiFi mobile handset shipments worldwide – 2009 - 2010
  • Table 14 – Number of WiFi hotspots worldwide – 2005 - 2010
  • Table 15 – Number of public WiFi hotspots – top 10 countries worldwide – mid-2009
  • Table 16 – Top 10 US cities – WiFi hotspots – 2009
  • Table 17 – Installed base of Bluetooth devices worldwide – 2005; 2007; 2010
  • Table 18 – Worldwide text messages sent – 2008 - 2010
  • Table 19 – Worldwide mobile music revenue – 2009; 2013
  • Table 20 – Worldwide market share of mobile social network users – 2009 - 2010; 2013
  • Table 21 – Worldwide wagers spent on mobile gambling – 2007; 2009; 2013
  • Table 22 – Worldwide mobile gaming revenue – 2004 - 2009; 2014
  • Table 23 – Worldwide mobile adult content and services revenue – 2005 - 2009
  • Table 24 – Worldwide mobile Internet users – 2006; 2009; 2013
  • Table 25 – Worldwide MLBS subscribers – 2008 - 2009
  • Table 26 – Worldwide MLBS revenue – 2007; 2009; 2014
  • Table 27 – Regional MLBS revenue – 2009
  • Table 28 – Comparison of analysts’ mobile TV/video subscriber forecasts – 2009; 2011; 2013
  • Table 29 – Worldwide mobile ad spending – 2008; 2013
  • Table 30 – Worldwide mobile TV ad spending – 2008; 2013
  • Table 31 – Worldwide messaging industry revenue by key segment – 2010
  • Table 32 – Worldwide text messages sent – 2008 - 2010
  • Table 33 – Number of email users worldwide – 2009; 2011
  • Table 34 – Number of emails sent each day worldwide – 2007; 2009; 2011; 2013
  • Table 35 – Worldwide transaction value of m-payments – 2008; 2012 - 2013
  • Table 36 – Number of consumers worldwide using m-payment services – 2008 - 2012
  • Table 37 – Worldwide transaction value of NFC m-payments – 2009; 2012
  • Table 38 – Number of mobile banking users worldwide – 2008; 2014
  • Table 39 – Number of mobile banking users – Asia Pacific; North America and Europe – 2014
  • Table 40 – Mobile banking users in the USA – 2007; 2009
  • Table 41 – Worldwide mobile handset sales – 2006 - 2009
  • Table 42 – Worldwide mobile handset sales by quarter – 2009 - 2010
  • Table 43 – Worldwide mobile handset sales – 2004 - 2009
  • Table 44 – Mobile handset revenue worldwide – 2002 - 2005; 2008 - 2009; 2012
  • Table 45 – Worldwide smartphone device manufacturers by market share – Q3 2009
  • Table 46 – Worldwide smartphone operating systems by market share – 2007 - 2008
  • Table 47 – Handset supplier worldwide market share – top five suppliers – 2008 - 2009
  • Table 48 – Handset supplier worldwide market shares – 1999 - 2008
  • Table 49 – Brazil – 3G subscribers and penetration rate - 2008 - 2010
  • Table 50 – Mobile broadband subscribers in Europe – 2008 - 2010
  • Table 51 – WCDMA subscribers in Africa by country and annual growth – March 2009
  • Table 52 – Mobily mobile broadband subscribers Saudi Arabia – 2008 - 2009
  • Table 53 – Mobile broadband subscribers and market share in Bahrain – 2006 - 2009
  • Table 54 – WiMAX subscribers and market share in Bahrain – 2006 - 2009
  • Table 55 –Data and content revenue as a percentage of total revenue in Israel by mobile operator – 2003 - 2009
  • Table 56 – Japan – mobile wireless Internet subscribers by provider – February 2010
  • Table 57 – Asia –WCDMA 3G subscribers by market – 2009
  • Table 58 – Wireless broadband subscribers by access type and annual change in Australia – 2007 - 2011
  • Table 59 – 3G mobile broadband subscribers by mobile operator in Australia – 2007 - 2011
  • Table 60 – Total fixed mobile broadband revenues and annual change in Australia – 2007 - 2011
  • Table 61 – Mobile broadband monthly ARPU in Australia – 2007 – 2011
  • Table 62 – Mobile data revenues by operator in Australia – 2007 - 2008
  • Table 63 – Example of mobile data plans prepaid versus postpaid by provider in New Zealand – March 2010
  • Exhibit 1 – Definition: Personal Wireless Broadband
  • Exhibit 2 – Definition: off deck
  • Exhibit 3 – Defined: HSPA, HSDPA, HSUPA
  • Exhibit 4 – LTE definition
  • Exhibit 5 – Examples of major operators supporting LTE – February 2010
  • Exhibit 6 – WiMAX Forum
  • Exhibit 7 – UQ Communications starts WiMAX deployments
  • Exhibit 8 – What is IMS?
  • Exhibit 9 – World’s first IMS over WiMAX demonstration
  • Exhibit 10 – IMS in context with NGN, FttH
  • Exhibit 11 – The Wi-Fi Alliance
  • Exhibit 12 –Key mobile broadband services & product segments
  • Exhibit 13 – Facebook becoming mobile social networking leader
  • Exhibit 14 – Mobile UGC service example: MOKO.mobi
  • Exhibit 15 – Mobile Digital Rights Management (MDRM)
  • Exhibit 16 – Mobile adult service example: Cherrysauce
  • Exhibit 17 – Examples of telemetry applications
  • Exhibit 18 – RFID and NFC transport applications
  • Exhibit 19 – Definition: Near Field Communications
  • Exhibit 20 – Examples of NFC applications
  • Exhibit 21 – Location Based Systems (LBS) applications by market division
  • Exhibit 22 – Gypsii and Twitter tie-up to launch Tweetsii
  • Exhibit 23 – Definition of Geotagging/Geocoding
  • Exhibit 24 – GPS applications and industry use
  • Exhibit 25 – First example of video media collaboration
  • Exhibit 26 – Mobile TV/Video – Unicast and MBMS
  • Exhibit 27 – Confusing Mobile TV Technologies
  • Exhibit 28 – Open Mobile Video Coalition
  • Exhibit 29 – Mobile TV/Video – emerging across the world
  • Exhibit 30 – Definition: Premium SMS
  • Exhibit 31 – Sybase 365
  • Exhibit 32 – Microsoft and HP – developing a Unified Communications platform
  • Exhibit 33 – Key benefits of USSD
  • Exhibit 34 – Milestones in m-commerce
  • Exhibit 35 – Subway introduces SMS ordering
  • Exhibit 36 – M-PESA
  • Exhibit 37 – EA’s change of business model incorporates micropayments
  • Exhibit 38 – Money transfer services
  • Exhibit 39 – UMTS 900 network operators (3G) in Europe – 2010
  • Exhibit 40 – HSPA+ network operators in select European countries – 2010
  • Exhibit 41 – LTE network commitments in select European countries – 2010

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Number of pages 129

Status Archived

Last updated 14 Apr 2010
Update History

Analyst: Kylie Wansink

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