GSM, PC, Mobile, Broadband, Global: US$50 billion of business awaits anyone who can fill the enormous – but still untapped – demand for PC notebooks with built-in mobile broadband. This result is the conclusion of a pioneering survey by the GSM Association and Microsoft into mobile broadband computing.

Image: Dell Computer

Pyramid Research, who conducted the survey, identified a high-growth mass-market sector in the US$500-US$1,000 price range, which in turn features a 70-million-unit opportunity. What is also remarkable about the Pyramid survey is that its estimate of 70 million is well above the existing surveys which have identified 25 million as the target audience.

What is all too clear is that in Pyramid’s opinion PC manufacturers have yet to deliver the right mobile broadband PCs (bundled with pre-configured mobile connectivity) to appeal to mass-market PC buyers. Quite clearly the problem – and the commercial opportunity – are worldwide, as the study 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.

Leading PC manufacturers, including Asus, Dell, Fujitsu Siemens, Lenovo, Twinhead and Vestel, have welcomed the research report and have expressed interest in working with mobile operators and the GSMA to fulfill 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.

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. 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.

Rob Conway, GSMA CEO, comments: “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…Now that we understand the market potential and consumers’ requirements, we are pleased to communicate the findings to the broader industry eco-system.”

The Microsoft response was also upbeat: “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 characterising 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.”

• more info: www.gsmworld.com