3G data services displacing WLAN? - report
August 4, 2004
Research and Markets has announced the addition of High-speed 3G Internet/intranet services - displacing WLAN? to their offering.
"Many operators have chosen to offer Internet/intranet services with 3G; however, they must proceed with great caution. While 3G potentially enables mobile operators to displace WLAN, they must address fundamental issues such as capacity and performance. In particular, operators must avoid pricing pitfalls that could have a devastating impact on revenue per Mbyte."
Dr Mark Heath
The low data speeds of 2.5G technology, along with cost and capacity constraints, have limited its ability to support Internet/intranet services, allowing public WLAN to establish a strong foothold. This report considers how the introduction of 3G now enables mobile operators to offer wide-area high-speed services. Given the lack of attractive small-screen GSM/GPRS/W-CDMA handsets, many European operators have launched 3G with high-speed Internet/intranet services for PC datacards, targeted primarily at business customers. However, they must proceed with extreme caution, as many pitfalls exist.
Mobile operators need to decide whether to pursue services built on 3G alone, or to develop integrated 3G/WLAN offerings. The report studies how mobile operators are adopting different technology approaches, and identifies the best strategies for them to follow. It identifies the most effective implementation and marketing strategies for the different technology approaches, to build on their inherent strengths helping to overcome weaknesses. Pricing will be key to achieving profitable levels of revenue per Mbyte and avoiding capacity issues. Through a pricing model and case study analysis, the report identifies optimum pricing approaches. It shows that integrated pricing across WLAN and 3G services can lead to a dramatic reduction in 3G revenue per Mbyte, or in services that are uncompetitive with independent WLAN hotspots.
High speed 3G Internet/intranet access - displacing WLAN answers the following key questions:
-- What technology and service approaches are currently being followed?
What can be learnt from existing services?
-- What are the fundamental differences between wide-area cellular
and WLAN, and how do these define their optimum role?
-- Will 3G displace WLAN hotspot services? Should mobile operators
pursue 3G-only services?
- Should mobile operators focus on integrated 3G/WLAN services?
If so, should they build their own WLAN hotspot network, or rely
on third parties?
-- What are the most effective implementation and marketing approaches
for the different technology options?
-- How should 3G Internet/intranet services be priced to stimulate
usage while maintaining revenue per Mbyte?
-- Should usage be charged per minute, per Mbyte or per session?
Can WLAN pricing models be applied to 3G?
Who should read this report?
-- Mobile operators: identify the best technology solutions and
the most effective service implementation and marketing approaches
-- Public WLAN service providers: understand the threats and opportunities
from 3G Internet access
-- Equipment vendors: understand the drivers for investment in 3G
to support growth of 3G Internet/intranet access
-- Investors: understand the importance of Internet/intranet access
in the 3G service portfolio
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