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시장보고서
Mobile Broadband - How Netbooks will Expand the Market
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Abstract
The Netbook category is the fastest growing in computing today. Low cost,
convenient computing on the move has proven to have great consumer and
business appeal. The high volume of sales and mobility of the platform has
made it a natural fit with many mobile operators' broadband expansion
strategies and mobile operators are seen as one of the key sales channels by
Netbook vendors. The move to volume-sell and market computers is a major step
for operators used to selling tightly specified handsets under long-standing
commercial relationships. To ensure that this move is profitable, operators
need to be alive to the risks and to maximise the opportunities for market
share growth, pull-through revenue and data service ARPU.
This report identifies the attributes that are driving interest in Netbooks
and how this will expand the market beyond those addressed by other mobile
broadband propositions. It then highlights the key risks that need mitigating
as well as opportunities for incremental revenue and profits.
Table of Contents
- 1. OVERVIEW
- 2. INTRODUCTION
- 2.1. Background to the Report
- 2.2. Report Content
- 2.3. Exchange Rates
- 3. NETBOOK EVOLUTION
- 4. WHY OPERATORS SELL NETBOOKS
- 4.1. Why Operators are Interested in Netbooks
- 4.1.1. Value-Added Services
- 4.1.2. Data Subscriber Acquisition
- 4.1.3. Alignment with Experience & Capabilities
- 4.2. Netbook Sales Volumes
- 5. USB STICKS AND NETBOOKS
- 5.1. Attributes of Netbooks and USB Sticks
- 5.2. User Propositions
- 5.3. Comparison of Netbook and USB Stick Deals
- 6. PROFITABLE NETBOOK SALES
- 6.1. Profitability of Netbooks and USB Sticks
- 6.1.1. The Cost of Netbooks
- 6.1.2. The Cost of USB Sticks
- 6.1.3. Profitability Comparison
- 6.2. Incremental Revenue Opportunities
- 6.2.1. Technical Support
- 6.2.2. Software
- 6.2.3. Accessories
- 7. KEY ISSUES
- 7.1. Speed to Market
- 7.2. Growth Inhibitors
- 7.3. The Cost of Netbooks
- 7.4. Alignment With Other Propositions
- 7.4.1. Multi-bearer solutions
- 8. FUTURE DIRECTIONS
- 8.1. Complementary Service Options
- 8.2. Evolving Technology in Netbooks
- 8.2.1. Microsoft and Intel
- 8.2.2. Google and ARM
- 8.2.3. A Changing Landscape
- 8.3. Drivers of Future Growth
- 8.3.1. Multi-Play
- 8.3.2. Cloud Computing
- 9. CONCLUSIONS
- 10. RECOMMENDATIONS
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