Wcis Insight: Hspa: Stealing A March In The Mobile Broadband Race

Published by: Informa Media and Telecom

Published: Nov. 1, 2007

Table of Contents

CHAPTER 1

INTRODUCTION

Figure 1.1: Asia Pacific: selected mobile operators’ HSDPA subscriptions, Jun 2007

CHAPTER 2

HSDPA DEVICES

HSDPA handset price analysis

Figure 2.1: Samsung SGH-i600 SIM-free price analysis, 2Q07

Figure 2.2: Motorola RAZR Maxx V6 SIM-free price analysis, 2Q07

Bringing down the cost of HSDPA?

Vendor strategies vary; Samsung leads the way

Figure 2.3: HSDPA handsets launched/announced, by vendor, 2Q06-3Q07

Samsung combines high-end features with slim design

Figure 2.4: Samsung shipments, by region, 1Q07 and 2Q07

Nokia is slow to market but N95 sells well

Motorola hampered by losses; no clear strategy beyond the RAZR

Figure 2.5: Motorola HSDPA handsets, launched by end 3Q07

Figure 2.6: All vendors: average weight of HSDPA handsets , 1Q07 and 2Q07

Sony Ericsson launches first HSDPA device in September 2007

LG Electronics seeks to build on strenght in WCDMA

HTC focuses principally on the enterprise segment

CHAPTER 3

JAPAN

NTT DoCoMo leads HSDPA subscriptions

Figure 3.1: Japan HSDPA subscriptions, 3Q06-2Q07

HSDPA uptake driving increases in data ARPU

Figure 3.2: Japan: data ARPU of NTT DoCoMo and Softbank, 2Q06-2Q07

SoftBank and NTT DoCoMo expand HSDPA device portfolio

EMOBILE enters the mobile market

Figure 3.3: Japan: EM-ONE HSDPA device offered by EMOBILE

Figure 3.4: Japan: Timeline for EMOBILE development

EV-DO continues to compete with HSPA, while WiMAX trials are conducted

Outlook

CHAPTER 4

KOREA

KTF excels in subscription uptake

Figure 4.1: Korea HSDPA subscriptions, January-August 2007

Figure 4.2: Korea: HSDPA operator market shares, January-August 2007

Operators pursue different HSDPA strategies

Figure 4.3: Korea: KTF and SKT logos for advanced data services

Video calling and VOD most popular services; lead to higher ARPU

More HSDPA handsets are released in Korea

HSUPA coverage to be nationwide in 2Q08

Competing technologies not to hinder HSPA mass-market uptake

HSDPA subscriptions to account for 30% of the market by 2010

CHAPTER 5

AUSTRIA

Figure 5.1: Austria HSDPA launch dates

Figure 5.2: Austria: HSDPA coverage by operator, Sep 2007

HSDPA positioned as a mobile broadband technology

Figure 5.3: Austria: mobile taking share from fixed in overall broadband market, 4Q06-2Q07

Lack of HSDPA handsets has hampered sales beyond datacard/USB modem segment

Figure 5.4: Austria HSDPA subscriptions by device type, 4Q06-2Q07

Figure 5.5: Austria: HSDPA as percentage of total WCDMA/HSDPA handsets, Sep 2007

Competition in the data segment leads operators to slash prices

Figure 5.6: Austria: Price of a 3GB data tariff on a 24-month contract, Sep 2007

Mobile broadband is not limited to the postpaid market

Discount segment expands from voice to data

Figure 5.7: Austria: Yesss launches discount data-only prepaid tariff

Figure 5.8: Austria: Willi-branded Huawei USB modems

Operators facing backlash over performance versus advertised speeds

Figure 5.9: Austrian mobile operators’ actual performance of HSDPA versus advertised speeds

HSUPA upgrades will take mobile performance beyond fixed in the uplink

Figure 5.10: Austria operators’ HSUPA launch dates

CHAPTER 6

SLOVAK REPUBLIC

Figure 6.1: Central and Eastern Europe, broadband penetration of households in selected markets, 4Q06

Figure 6.2: Central and Eastern Europe, HSDPA deployments

HSDPA versus Flash OFDM

Figure 6.3: Slovak Republic: Orange Slovakia’s WCDMA network coverage and subscriptions,

Sep-06-Jul-07

Operators focus on services rather than technology platform

Figure 6.4: Slovak Republic mobile operators’ data tariffs, 2Q07

Choice of HSDPA handsets currently limited

Figure 6.5: T-Mobile Slovakia HSDPA datacards and modem

Figure 6.6: Orange Slovakia HSDPA datacard and modems

Subscription numbers picking up

CHAPTER 7

SOUTH AFRICA

Figure 7.1: South Africa 3G subscriptions, 4Q04-2Q07

Fast growth driven by pricing

Figure 7.2: South Africa HSDPA subscriptions, 3Q06-2Q07

HSDPA in direct competition with Telkom’s ADSL service

Figure 7.3: South Africa: Telkom’s ADSL subscriptions, 1Q03-1Q07

Outlook: Will HSDPA still prevail in the imminent era of convergence?

CHAPTER 8

US

Network coverage, device availability and price affect AT&T Mobility’s HSDPA uptake

Figure 8.1: Online price of AT&T’s HSDPA devices, Sep-07

Level of HSDPA uptake soared in 1H07

Figure 8.2: AT&T Mobility HSDPA subscription trend

A focus on applications for HSDPA

Figure 8.3: AT&T marketing banner for its 3G service

HSDPA contribution to AT&T’s bottom line set to improve

Competitors top AT&T Mobility’s coverage and network speed - but HSUPA is on its way

Figure 8.4: Average download and upload speeds of the HSDPA and EV-DOrA services

CHAPTER 9

OUTLOOK

Operators in Japan, Korea and the US promote handsets and 3G-specific services

Price cuts stimulate HSDPA uptake; subscription growth boosts ARPU

How will HSPA sit alongside other mobile broadband technologies?

HSPA for the mass market?

APPENDIX

HSDPA networks launched, end-September 2007

HSUPA networks launched, end-September 2007

HSDPA PC cards launched and announced to Oct 2007

HSDPA handsets launched and announced, beginning 2007

Abstract

• Case studies of operators’ strategies for promoting HSDPA in six markets
• A chapter discussing HSDPA device availability and handset vendor strategy.
• Research is complemented by an appendix listing all HSDPA and HSUPA networks by country, as well as all HSDPA handsets and datacards launched

• Japan
• Korea
• Austria
• Slovak Republic
• South Africa
• USA

• How fast are HSDPA subscriptions growing in different markets?
• How has pricing affected uptake?
• How much incremental ARPU are HSPA subscriptions generating?
• What is the balance between datacard/modem users and handset users?
• How are operators positioning services over HSPA relative to services offered over other broadband technologies?
• What services are operators promoting that take advantage of the high-speed networks?
• How many HSDPA handsets are available - and from which vendors?
• What is the retail price of HSDPA handsets in different markets?

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