A mobile broadband case study: Austria

Nowhere in Western Europe has the mobile broadband market grown as dramatically as in Austria, where users substituting fixed broadband lines for mobile is a reality. Senior Analyst Steven Hartley analyses this market and the lessons that can be learned by operators in other markets.

Contents

EXECUTIVE SUMMARY

IN A NUTSHELL

KEY MESSAGES

OVUM VIEW

MOBILE BROADBAND: A DEFINITION

DEFINITION

MOBILE BROADBAND UPTAKE IN AUSTRIA

FIXED-TO-MOBILE SUBSTITUTION AN ESTABLISHED TREND IN AUSTRIA

MARKET DRIVERS FOR MOBILE BROADBAND IN AUSTRIA

HIGH-QUALITY MOBILE NETWORKS

3 AUSTRIA: CAPACITY CAN STRAIN THE NETWORK

THE INTRODUCTION OF USB MODEMS

SIMPLE MOBILE BROADBAND TARIFFS

HIGH-COST FIXED BROADBAND

THE RISK OF CANNIBALISATION

THE IMPORTANCE OF VALUE-ADDED SERVICES

LIST OF TABLES

Table 1: Austrian mobile broadband pricing

LIST OF FIGURES

Figure 1: Telekom Austria mobile broadband subscribers: 4Q06 – 1Q08

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