By 2013, 47% of European broadband subscriptions will use mobile networks and nearly a quarter of broadband-equipped sites will use mobile-only, according to a new forecast from Analysys Mason.
The speed of take-up of broadband via mobile USB modems has surprised many in the fixed broadband business – and the early indications, said Analysys, are that consumers in Europe are using mobile broadband as substitute for fixed.
Nearly half of fixed broadband users currently have a usage profile that is no higher than the average usage on mobile broadband, making the size of the addressable market for mobile broadband as a substitutive consumer proposition enormous.
“Fixed operators are currently underestimating the scale of the threat of mobile broadband”, said the report’s main author Rupert Wood, adding that a repeat of fixed-mobile voice substitution will play out.
“Fixed operators, forced to invest heavily to differentiate their version of broadband from mobile, will pack more speed and features into their DSL services, but could end up with a product that, although it is better value for money, ultimately loses out to mobile because it is less flexible and involves substantially higher monthly costs for the end user.”
A recent survey of UK mobile broadband users found that a year of heavy marketing of mobile broadband has pushed mobile phone networks ahead of WiFi hotspots (see Ofcom Plans New Public Service Channel To Rival BBC).
The Point Topic study reveals that the UK mobile phone companies have managed to grow their market share to 47% of users accessing the internet away from home or work.
Mobile web usage in the United States will surpass the UK, according to recent data released by Bango.
According to its data, the top five countries accessing the mobile web via Bango in July 2008 were the UK at 19.35%, the US at 18.88%, India at 10.82%, South Africa at 8.82% and Indonesia at 4.08%.
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