Cellular Devices - Reality check and Market Outlook
This report describes the cellular connected device ecosystem, in terms of offerings and related business models. It describes the main drivers and barriers for market take-off. It also provides forecasts in volume and in value for the laptops and tablets markets for nine countries.
In terms of market adoption, cellular products are clearly gaining traction and several market estimates show that around 33% of the tablets are cellular, in advanced markets. The adoption varies a good deal from country to country. Cellular laptops are mainly driven by the professional market as it is more affordable to use rather than using dedicated dongles. Nevertheless, according to industry sources, their adoption is very limited, especially on the consumer side.
In terms of market adoption, cellular products are clearly gaining traction and several market estimates show that around 33% of the tablets are cellular, in advanced markets. The adoption varies a good deal from country to country. Cellular laptops are mainly driven by the professional market as it is more affordable to use rather than using dedicated dongles. Nevertheless, according to industry sources, their adoption is very limited, especially on the consumer side.
1. EXECUTIVE SUMMARY
2. METHODOLOGY & DEFINITIONS
2.1. General methodology of IDATE's reports
2.2. Scope and definition
3. MARKET DEVELOPMENT
3.1. Value chain
3.2. Connectivity offerings
3.2.1. OEM
3.2.2. Telecom operators
3.3. Business models
3.3.1. Traditional retail
3.3.2. Subsidisation
3.3.3. Wholesale model
3.3.4. Innovative models
4. MARKET ANALYSIS
4.1. Market adoption
4.1.1. Tablets
4.1.2. Laptops
4.2. Drivers and barriers
4.2.1. Drivers
4.2.2. Barriers
4.3. Market estimates
4.3.1. Per device
4.3.2. Per country
4.3.3. Professional versus personal
2. METHODOLOGY & DEFINITIONS
2.1. General methodology of IDATE's reports
2.2. Scope and definition
3. MARKET DEVELOPMENT
3.1. Value chain
3.2. Connectivity offerings
3.2.1. OEM
3.2.2. Telecom operators
3.3. Business models
3.3.1. Traditional retail
3.3.2. Subsidisation
3.3.3. Wholesale model
3.3.4. Innovative models
4. MARKET ANALYSIS
4.1. Market adoption
4.1.1. Tablets
4.1.2. Laptops
4.2. Drivers and barriers
4.2.1. Drivers
4.2.2. Barriers
4.3. Market estimates
4.3.1. Per device
4.3.2. Per country
4.3.3. Professional versus personal
TABLES & FIGURES
Table 1: List of Fogg connectivity partners in Europe
Table 2: Main rate plans in various countries
Table 3: Major devices involved in the wholesale model
Table 4: Forecast traffic growth over different devices, World, 2013-2019
Table 5: Main drivers and barriers
Figure 1: Cellular devices value chain
Figure 2: Provisioning flows for operator change
Figure 3: Fogg is explicitly mentioned alongside HP
Figure 4: HP Datapass value proposition
Figure 5: HP Mobile Connect SIM card
Figure 6: Dell NetReady no longer active
Figure 7: Connected device offerings at AT&T
Figure 8: AT&T share plan
Figure 9: 4G Data bundle is included with in-store tablet purchase
Figure 10: Connected device offerings at Vodafone
Figure 11: Detailed data pricing
Figure 12: Kindle Fire HDX
Figure 13: Traditional retail model
Figure 14: Subsidisation model
Figure 15: Wholesale model
Figure 16: Operating principle of carrier selection
Figure 17: Key benefits of on-demand connectivity
Figure 18: Total tablets installed base, worldwide, 2013-2018
Figure 19: Cellular vs. Wifi-only tablets usage ratio, in 2014
Figure 20: Geographical tablet adoption
Figure 21: Location of device usage
Figure 22: Different use case metrics
Figure 23: Difference between smartphone and tablet usage
Figure 24: Total laptops installed base, worldwide, 2013-2018
Figure 25: Global notebook shipments, 2008-2018
Figure 26: Mobile PCs connections, World, 2017
Figure 27: Lenovo offering of tablets and laptops
Figure 28: Monthly usage by device, in Europe, March 2013
Figure 29: Price difference between Wifi + cellular and Wifi iPad Air 2 tablet
Figure 30: Tethering illustration
Figure 31: Wifi Hotspot usage in the car
Figure 32: Infotainment plans at Audi
Figure 33: AT&T Modio LTE price
Figure 34: Cellular laptops installed base in various countries, 2013-2020
Figure 35: Cellular tablets installed base in various countries, 2013-2020
Figure 36: Cellular laptops connectivity market in various countries, 2013-2020
Figure 37: Cellular tablets connectivity market in various countries, 2013-2020
Figure 38: Breakdown of total cellular device installed base (laptop and tablets), by country, in 2015
Figure 39: Breakdown of total cellular device installed base (laptop and tablets), by country, in 2020
Figure 40: Breakdown of total cellular device (laptop and tablets) connectivity market, by country, in 2015
Figure 41: Breakdown of total cellular device (laptop and tablets) connectivity market, by country, in 2015
Figure 42: Cellular professional and personal device installed base in various countries, in 2015
Figure 43: Cellular professional and personal devices installed base in various countries, in 2020
Figure 44: Cellular professional and personal device connectivity market in various countries, in 2015
Figure 45: Cellular professional and personal device connectivity market in various countries, in 2020
LIST OF PLAYERS REVIEWED
Device players
Apple
Dell
Fogg
HP
Lenovo
Nexus
Samsung
Telecom suppliers
Ericsson
Cisco
Gemalto
Telco players
3
AT&T
Bouygues Telecom
Cubic Telecom
EE
E-Plus
Fogg Mobile
KPN
Macheen (now property of Good Technologies)
Orange
Sprint
Telefónica
T-Mobile USA
Verizon Wireless
Vodafone
Table 1: List of Fogg connectivity partners in Europe
Table 2: Main rate plans in various countries
Table 3: Major devices involved in the wholesale model
Table 4: Forecast traffic growth over different devices, World, 2013-2019
Table 5: Main drivers and barriers
Figure 1: Cellular devices value chain
Figure 2: Provisioning flows for operator change
Figure 3: Fogg is explicitly mentioned alongside HP
Figure 4: HP Datapass value proposition
Figure 5: HP Mobile Connect SIM card
Figure 6: Dell NetReady no longer active
Figure 7: Connected device offerings at AT&T
Figure 8: AT&T share plan
Figure 9: 4G Data bundle is included with in-store tablet purchase
Figure 10: Connected device offerings at Vodafone
Figure 11: Detailed data pricing
Figure 12: Kindle Fire HDX
Figure 13: Traditional retail model
Figure 14: Subsidisation model
Figure 15: Wholesale model
Figure 16: Operating principle of carrier selection
Figure 17: Key benefits of on-demand connectivity
Figure 18: Total tablets installed base, worldwide, 2013-2018
Figure 19: Cellular vs. Wifi-only tablets usage ratio, in 2014
Figure 20: Geographical tablet adoption
Figure 21: Location of device usage
Figure 22: Different use case metrics
Figure 23: Difference between smartphone and tablet usage
Figure 24: Total laptops installed base, worldwide, 2013-2018
Figure 25: Global notebook shipments, 2008-2018
Figure 26: Mobile PCs connections, World, 2017
Figure 27: Lenovo offering of tablets and laptops
Figure 28: Monthly usage by device, in Europe, March 2013
Figure 29: Price difference between Wifi + cellular and Wifi iPad Air 2 tablet
Figure 30: Tethering illustration
Figure 31: Wifi Hotspot usage in the car
Figure 32: Infotainment plans at Audi
Figure 33: AT&T Modio LTE price
Figure 34: Cellular laptops installed base in various countries, 2013-2020
Figure 35: Cellular tablets installed base in various countries, 2013-2020
Figure 36: Cellular laptops connectivity market in various countries, 2013-2020
Figure 37: Cellular tablets connectivity market in various countries, 2013-2020
Figure 38: Breakdown of total cellular device installed base (laptop and tablets), by country, in 2015
Figure 39: Breakdown of total cellular device installed base (laptop and tablets), by country, in 2020
Figure 40: Breakdown of total cellular device (laptop and tablets) connectivity market, by country, in 2015
Figure 41: Breakdown of total cellular device (laptop and tablets) connectivity market, by country, in 2015
Figure 42: Cellular professional and personal device installed base in various countries, in 2015
Figure 43: Cellular professional and personal devices installed base in various countries, in 2020
Figure 44: Cellular professional and personal device connectivity market in various countries, in 2015
Figure 45: Cellular professional and personal device connectivity market in various countries, in 2020
LIST OF PLAYERS REVIEWED
Device players
Apple
Dell
Fogg
HP
Lenovo
Nexus
Samsung
Telecom suppliers
Ericsson
Cisco
Gemalto
Telco players
3
AT&T
Bouygues Telecom
Cubic Telecom
EE
E-Plus
Fogg Mobile
KPN
Macheen (now property of Good Technologies)
Orange
Sprint
Telefónica
T-Mobile USA
Verizon Wireless
Vodafone
