GSMA Research Reveals Addressable Market of 70 Million PC Buyers Interested in Notebooks With Built-In Mobile Broadband

    - GSMA Announces Competition for Mid-Tier Mobile Broadband Enabled
      Notebook PCs

    MACAU, China, Nov. 12 /CNW/ - The global trade association for the mobile
industry, the GSM Association (GSMA), and Microsoft Corp. today published the
results of the first-ever consumer study into mobile broadband computing that
shows that there is a tremendous addressable - but currently untapped -
market. The study highlights a 70 million unit opportunity, worth some
$50 billion in 2008, for notebook PCs in the high growth, mass market $500
-$1000 (USD) price range with built-in mobile broadband.
    The research reveals a gap of potentially 46.5 million units between
recent industry analyst forecasts and the new analysis, suggesting that PC
manufacturers have yet to deliver the right mobile broadband PCs - bundled
with pre-configured mobile connectivity - to appeal to mass market PC buyers.
The extensive market research study, undertaken by Pyramid Research, involved
more than 12,000 consumer interviews across 13 countries, with input from
notebook manufacturers, component companies and chip set suppliers as well as
more than 200 field trials.
    "With the right form factor, price and 'out-of-the-box' connectivity, the
research has unearthed substantial demand for mobile broadband embedded
notebooks that is not yet being met," said Rob Conway, CEO of the GSMA. "Now
that we understand the market potential and consumers' requirements, we are
pleased to communicate the findings to the broader industry eco-system."
    "Microsoft is pleased to be working with the GSMA to accelerate the
adoption of PCs with built-in mobile broadband", said Will Poole, corporate
vice president of the Unlimited Potential Group at Microsoft. "By quantifying
and characterizing PC market demand, it is our hope that mobile operators and
OEMs will collaborate to introduce compelling and affordable notebooks with
innovative new services. We believe that people everywhere, in both developed
and emerging segments, could benefit from access to the Internet through
mobile broadband on a wider range of notebook PCs."
    Leading PC manufacturers, including Asus, Dell, Fujitsu Siemens, Lenovo,
Twinhead and Vestel have welcomed the research report and expressed interest
in working with mobile operators and the GSMA to fulfil this market demand.
    As mobile operators examine how best to reach potential subscribers, the
GSMA and many of its largest operator members are launching a competition to
identify devices and manufacturers able to serve the untapped market. Notebook
manufacturers and OEMs (Original Equipment Manufacturers) will be asked to
propose new designs that can meet this currently unmet need for mass-market
priced mobile broadband notebooks.
    The winner of the new PC design will be showcased to decision makers
within mobile operators that are interested in serving the unmet needs for
broadband services on PCs. The winner will be announced at the wireless
industry's largest global gathering - the Mobile World Congress in Barcelona,
Spain, in February 2008.
    In their responses, manufacturers will be asked to provide a detailed
specification, time to market information, recommended retail price-points,
support services and information on how they would work with operators to
promote activation, configuration and ease of use. The winning PC will be
chosen by a panel of product experts from leading operators, all planning to
promote mobile broadband in their own markets, who will select the device
which most closely meets consumer needs.
    "We are announcing this competition as a challenge to the world's
manufacturers to help us meet this untapped mobile broadband demand," added
Rob Conway. "And we are delighted to see Asus, Dell, Fujitsu Siemens, Lenovo,
Twinhead and Vestel gearing up to anticipate the needs of this market."
    Twelve mobile operators supported and participated in the GSMA/Microsoft
market research programme, including: DTAC, Maxis, MTN, Orange, Smart
Communications, Telecom Italia, Telefonica O2, TeliaSonera, Turkcell,
Vimplecom, Vodafone and Wind.

    Supporting quotes:

    "People all over the world want to access the information that they need,
when they need it, wherever they are," said Ron Garriques, President Global
Consumer Group for Dell. "That is why Dell has taken an industry leading
position with more built-in mobile broadband notebooks in our portfolio than
any other PC manufacturer. We support the efforts of the GSMA and look forward
to lending our expertise in built-in mobile broadband to help drive
connectivity for more people around the world."
    "Fujitsu Siemens Computers currently has the broadest portfolio of
integrated UMTS notebooks in EMEA, and is market leader according to analyst
sources," said Andreas Thimmel, Senior Vice President Volume Business Fujitsu
Siemens Computers. "We look forward to working with mobile operators and the
GSMA to further consolidate that position and bring the experience of mobile
broadband to even more businesses and consumers."
    "For mobile PC users, we believe that the widespread deployment of
wireless high-speed broadband service represents one of the most exciting
developments in recent memory," said Philippe Davy, vice president of
marketing, Lenovo. "For the first time, notebook PC mobility will intersect
with cost-effective wireless service and bandwidth that provides an experience
similar to what people get with wired broadband support at home. Lenovo was
the first notebook PC company to embrace integrated 3G service, has set the
standard for wireless innovation, and we will continue to drive additional
value in wireless technology for our customers."
    "The potential size of market opportunity here cannot be ignored both now
and especially the future," said Sigve Brekke, CEO of Total Access
Communication (DTAC). "Customers' strong preference for mobility both on the
phone and the PC Notebook gives us the opportunity to meet their needs with
attractive bundled offers attracting new users with the strength of DTAC's
extensive EDGE network, and by strengthening our channels through closer
    "Uptake of mobile broadband services is beginning to surge in many
countries, as consumers and business users see the benefit of having a
high-speed connection available to them at all times," said Dr. Nikolai
Dobberstein, Head of Products & New Businesses at Maxis, Malaysia. "We are
witnessing the creation of a virtuous circle in which mobile broadband will
drive economies of scale, bringing down the cost of HSPA equipment and
enabling more and more people to enjoy easy access to mobile Internet
    "Mobile broadband has fabulous potential and promises to transform the
communications landscape world-wide," said Dave Williams, CTO of Telefonica O2
Europe and GSM Association Board Member. "This new survey confirms that there
is a very real hunger for next generation wireless technologies not only from
the industry, but also from businesses and consumers who clearly can't wait to
embrace mobile broadband and the benefits it will bring."
    "Telstra's new Next G(TM) (3GSM 850 MHz) service is the world's largest
nationwide wireless broadband network with download speeds as fast as any in
the world," said Sol Trujillo, Chief Executive Officer of Telstra Corporation
Ltd. "Almost 400,000 Australians or seven per cent of Telstra mobile
subscribers have realised the benefits of mobile computing with high-speed
data cards in the past year alone. This tells us our customers want real-time,
easy data access and this GSMA initiative will further enhance the offerings
to this market."

    Notes to Editors:

    Mobile broadband PC competition:

    Companies looking to participate in the competition can download the
specification - which is based on the research, as well as field trials with
operators and input from the PC industry - together with the competition rules
from the GSMA's website The closing date for entries
is December 30, 2007.

    Key research findings:

    The comprehensive study was commissioned by the GSMA and Microsoft and
implemented by Pyramid Research. It involved more than 12,000 consumer
interviews, as well as extensive input manufacturers, component suppliers,
chipset producers and over 200 field trials with mobile operators.

    The key findings include:
    -  In 2008, the survey estimates total demand of 79.5 million notebooks
       in the high growth, mass market $500 - $1,000 price range

    -  The survey indicates 88% of consumers planning to buy a notebook in
       this price range would prefer mobile-broadband built-in to notebooks
       to their original choice

    -  In 2008, OEMs are planning to ship some 33 million notebooks in this
       price range, only a fraction of which will be mobile-broadband ready

    Other research highlights:

    -  While most usage is in the home, the majority (78%) of respondents
       cited at least two other locations where they regularly used their

    -  The majority of potential buyers prefer the simplicity of a notebook
       with embedded mobile broadband. Separate 'plug in' solutions found
       favour with just 15 per cent of respondents

    -  75% of consumers plan to buy notebooks in 9" to 15" range - very small
       or very large form factors are not driving purchasing influences

    -  60% of consumers now want to buy a voice and data package from an
       operator with a mobile broadband notebook

    -  57% of the demand comes from emerging Asia Pacific geographies, 15%
       from North America and 11% from Western Europe

    The full study is available at:

    About the GSMA:

    The GSMA (The GSM Association) is the global trade association
representing more than 700 GSM mobile phone operators across 218 countries and
territories of the world. In addition, more than 200 manufacturers and
suppliers support the Association's initiatives as key partners.

    For more information about the GSM Association see:

For further information:

For further information: Mark Smith or David Pringle, Tel:
+44-78-50-22-97-24, +44-79-57-55-60-69, Email:

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