business-drivers-of-mobile-broadband by fahadkhanchd

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									                                                              computerworld
                                                       TechnologY
                                                         BriefingS
                                                          WireleSS connecTiViTY




The business
drivers of Mobile
broadband
Table of ConTenTs                                                                         sponsored by
Info on the Run ..................................................................... 2
Advantage: HP ..................................................................... 6
The Business Drivers of Mobile Broadband ................ 9
Mobile Broadband: Reaching Out to a
Broad Net of Users ............................................................ 1 1
Making Sense of the Mobile Broadband
Alphabet Soup ....................................................................13




InsIghTs froM CoMpuTerworld sTraTegIC parTner ConTenT
                   MOBILITY FOR ALL                                        While virtual private network
                                                                           technology can protect wireless



Info on the Run
                                                                           data transmissions over public
                                                                           access points, there’s no practi-
                                                                           cal way to ensure that workers
                                                                           comply with security require-
Giving new meaning to information                                          ments away from the office.
when you want it, where you want it                                        Public access can cost from
                                                                           $9.95 to $19.95 a day, making it
                                                                           costly and difficult to adminis-
                                                                           ter budgets.
                                                                           Some Wi-Fi service providers




                             T
BY PETE BARTOLIK                          he build-out of third-gen-       offer monthly “all you can eat”
                                          eration (3G) cellular net-       subscription rates, but there’s
                                          works that support high-         no guarantee your provider of
                                          speed mobile broadband           choice will be available at the
                             now makes wireless data connec-               closest Wi-Fi hotspot.
                             tivity widely available. That’s good
                             news for businesses that are counting     Tapping into
                             on increasingly mobile workforces to      Mobile Broadband
                             boost revenue and profitability while        The growing use of 3G modem-
                             improving customer service.               equipped smart phones and PDAs
                                According to market research firm      offers one way to tap into broad-
                             Yankee Group, more than 50 million        band cellular networks by tether-
                             U.S. workers are mobile, in that they     ing—via Bluetooth or USB cable—
                             spend more than 20% of their time         the device to a notebook computer,
                             away from their primary workspace.        which can use the phone’s modem
                             But, says Yankee, relatively few of       to transfer data via wireless. This
                             them today are equipped with the          function, too, has limitations. Ini-
                             right mobile tools to do their jobs.      tially, some service providers were
                                Already a wide variety of devices      hostile to tethering efforts and
                             such as smart phones and PDAs can         handcuffed devices in efforts to
                             tap into 3G wireless mobile broad-        curtail their use. Users also seem
                             band, but mobile workers with data-       to have mixed and inconsistent re-
                             intensive applications prefer a note-     sults with the process, which can
                             book computer.                            require complex configuration and
                                Wi-Fi capabilities are now a core      activation steps.
                             feature of today’s notebook comput-          Another means to access 3G
                             ers, offering Internet access with        networks involves the use of add-
                             some basic limitations:                   on PC cards and USB modems.
                                                                       For the most part, these have been
                                  Moving away from a corporate         the primary marketing tools with
                                  campus, users are unable to          which service providers target
                                  gain access unless they can find     business users, as they can subsidize
                                  a Wi-Fi hotspot in a public area     the cost of an add-on card in much
                                  or hotel room.                       the same way they subsidize the



TECHNOLOGY BRIEFING • ThE BusInEss DRIvERs OF MOBILE BROADBAnD                                             
cost of cell phones—a model that         says the limitation is that “radio and       better-informed decisions and
really doesn’t translate to notebooks    antenna performance, power utili-            to process orders more rapidly.
with built-in modems.                    zation and interference with other           For example, field salespeople
   Such notebook peripherals are         internal notebook components have            can use time and information
relatively quick and easy for the end    not been optimized to the specific           more efficiently for business
user. But “businesses have to con-       notebook model.”                             development opportunities.
sider as they are looking at this that      Furthermore, built-in mobile
the IT department doesn’t like loose     broadband modems provide general             DecreaSe coSTS: Mobile ap-
parts—that’s something they will         cost savings, says Cindy Goodman,            plications can reduce workflow
have to track,” says Dan Shey, prin-     HP product manager for wireless              volumes through automation
cipal analyst with market research       broadband. “There’s a lower total            utilization and often can reduce
firm ABI Research and author of a        cost of ownership,” she says. “With          an organization’s overhead
study, “Expanding Cellular Broad-        a built-in modem, you don’t have             costs by upgrading antiquated
band Connectivity to the Laptop:         the amount of time it takes to install       paper-based business process-
PC Cards, Express Cards, Minicards,      a PC card because the hardware               es. Also, wireless technologies
USB modems and 3G/Wi-Fi Rout-            and software are already in there. It        have been used to automate
ers.” The study predicts sales of all    doesn’t get lost or stolen. And it has       business processes within field
types of cellular models will grow to    a three-year warranty, which comes           service environments to de-
exceed 68 million units in 2012.         with our notebooks, whereas a card           crease service costs.
   PC cards represented the major-       typically only has one year.”
ity of sales in 2006, according to                                                    iMProVe SerViceS: Mobility
the ABI Research report. Internal        Beyond email and Browsing                    can make a big difference for
modems did not meet sales expecta-          According to the Yankee Group,            public safety, healthcare, utili-
tions at that point, Shey says, but      “The intersection of 3G and IT in            ties, travel and other organi-
will begin to lead sales starting in     the notebook                                 zations that rely on real-time
2009. “The value chain for internal      provides en-                                 access to network resources
modems is complex, with several is-      terprises with                               for rapid response. In addition,
sues still needing attention, particu-   a truly mobile                               mobility can provide differenti-
larly related to distribution,” notes    tool for their                               ated services with location and
Shey. “However, operators, note-         workers.” In                                 presence information.
book vendors and chipset manufac-        a comprehen-
turers are committed to this form        sive report,                               Business decision makers are rap-
factor, and they continue to work        “Notebook                                idly moving beyond email enable-
together to develop the embedded         Computers                                ment to justify 3G services and are
modem market.”                           Go Truly Mobile at the Intersec-         looking to support rich application
                                         tion of 3G and IT,” the research firm    access and data transfer. “Among
Performance and economics                identified three main categories that    companies that already have in-
  Notebook suppliers like HP say         summarize the key business ben-          vested in mobile broadband, email
that wireless performance is as          efits of going mobile:                   remains the leading application that
much as 26% faster and is more                                                    corporations are extending wire-
power-efficient with an embedded             increaSe reVenue: Mobility           lessly today,” says Yankee Group.
modem than with an add-on card               solutions can enhance worker         “However, access to third-party cor-
or USB modem. While the add-ons              productivity by leveraging           porate databases and applications
are useful to retrofit existing note-        real-time information and            (such as CRM and ERP) is the top
books that lack mobile broadband,            line-of-business applications,       priority for future application ex-
market research firm Yankee Group            which enable workers to make         pansion in these deployments.”



TECHNOLOGY BRIEFING • The busIness drIvers of MobIle broadband                                                        
Breaking Down Barriers                    ing between CDMA- and GSM-based             is still a major consideration in any
   One of the persistent issues with      carriers without having to swap out         wide-scale deployment. Service pro-
wireless in the United States, whether    the modem. That will enable flexibili-      viders have been cutting costs, but not
it’s for a cell phone or a notebook, is   ty and choice in North America, while       as fast as many would like. “I would
the problem of having two vibrant,        also providing global connectivity          say that in 2006, the monthly cost for
side-by-side standards that are incom-    options to international travelers.         data access was $60 to $80 for ‘all you
patible. While much of Europe has           The other major fear among corpo-         can eat,’ and in 2007 it moved into
coalesced around the GSM (Global          rate IT and telecom departments is          the $50 to $60 range,” says Shey. “So
System for Mobile Communications)         the speed with which wireless broad-        it is slowly coming down, but coming
cellular standard, the United States is                                               down at a measured pace, not happen-
split between that (AT&T Wireless                                                     ing really quickly.”
and T-Mobile) and CDMA (Code Di-          One of the biggest                             Still, in comparison to Wi-Fi fees,
vision Multiple Access, supported by
Verizon Wireless and Sprint).
                                          challenges with                             3G wireless might be a bargain, de-
                                                                                      pending on usage patterns. “For any-
   “One of the biggest challenges with    adoption of notebooks                       body who goes into a hotel and pays
adoption of notebooks that have cel-
lular connectivity is the fact that the
                                          that have cellular                          up to $19.95 a night for Wi-Fi when
                                                                                      they’re traveling more than five days
notebook is specific to the operator      connectivity is the fact                    in a month, mobile broadband makes
and to a technology,” says Shey. “The
limitations then are: If I buy a note-
                                          that the notebook is                        a lot of sense,” says LeFebvre.
                                                                                         Yankee Group estimated that work-
book that has cellular connectivity,      specific to the operator                    ers traveling four or more days a week
I’m going with a particular opera-                                                    consume more than $138 a month in
tor—I don’t have choice. The other        and to a technology.                        Wi-Fi access fees, while a road war-
issue is that if I go outside North                                                   rior traveling two to three days a week
                                                 Dan SheY PrinciPal analYST
America—say I’m Verizon and I go to              aBi reSearch                         incurs almost $90 in monthly fees,
Europe—how am I going to get access                                                   compared with a flat mobile broad-
in that particular case?”                 band technology has leapfrogged             band cost of $59.99 per month.
   Being locked into one carrier is a     itself. But, says ABI Research’s Shey, it      “I think the real issue with Wi-Fi
common fear, concedes Keith Le-           will likely be three or four years—and      is—and I think we’ve all experienced
Febvre, vice president and general        beyond the typical working life of          this—many times the connectivity is
manager of HP’s Americas Regional         most corporate notebooks—before             poor; it’s very low quality,” says Shey.
Business Unit, Business Notebook          service providers begin widespread          “For people who rely on connectiv-
PCs. HP works with AT&T, Sprint and       deployment of the next, fourth-gen-         ity—and that can be from an email
Verizon on co-marketing programs to       eration (4G) wireless technology.           perspective, from delivery of infor-
notebook buyers. But, he explains, HP        Another reason not to fear the con-      mation, documents and presenta-
notebook users are not locked in to       stant march of technological progress       tions, or it can be just getting access
a particular technology the way they      is that upgrading to a faster network       to the Internet—when people want it,
are with cell phones, because HP’s        may be accomplished by software,            they want it now; they don’t want to
broadband modems are in the form          rather than by a hardware change, and       wait around.”
of replaceable modules, so users can      4G networks will be backward-com-
switch from one service provider’s        patible with 3G systems.                    Budgeting for
transmission technology to another’s.                                                 Truly Mobile Business
   Furthermore, notes LeFebvre, HP        cost comparison                               In the meantime, says Shey, many
this summer will be offering business        Regardless of which particular           corporate IT departments now have
notebooks with Qualcomm’s Gobi            transmission technology a user opts         a budget for mobility, even if it may
chip technology, which allows switch-     for, cost of mobile broadband service       only slowly be filtering down from



TECHNOLOGY BRIEFING • The busIness drIvers of MobIle broadband                                                               
top executives to lower levels in        for them in having connectivity,” says     organization. IT and telecom support
the organization.                        Shey. “It’s sort of working its way from   staff will be able to support multiple
  Internet measurement firm com-         that senior executive level down to        locations utilizing either CDMA2000
Score reported recently that business    more of the manager level and then         EV-DO or the GSM broadband alter-
users accounted for 59% of all those     to field-force occupations. It certainly   native, UMTS HSPA, from one com-
using mobile broadband in the fourth     started at the top, with the most senior   mon platform.
quarter of 2007. The total number of     managers getting access, and it’s now        That flexibility, along with the
users grew to more than 2.1 million,     moving to lower-level occupations.”        eventual move to make wireless
up 154% from a year earlier when the       The introduction this summer of          mobile broadband more attractive
tally was 854,000.                       HP notebooks using Qualcomm’s              to consumers, will likely continue
  “The people buying modems and          Gobi wireless solution is likely to        to push service costs down, making
access are certainly mainly business     speed up the process of pushing mo-        today’s investment an even better
[users], because there is a real value   bile broadband further down into the       buy in the future. w




TECHNOLOGY BRIEFING • The busIness drIvers of MobIle broadband                                                           
                   on-The-go Tools                                      tance of mobile broadband wireless
                                                                        using air cards that people have been



Advantage: Hp
                                                                        able to buy, but what’s been holding
                                                                        back embedded is the fear of be-
                                                                        ing locked into one carrier versus
                                                                        another,” says Keith LeFebvre, vice
it takes a world-class company to deliver                               president and general manager of
world-class mobile broadband solutions                                  HP’s Americas Regional Business
                                                                        Unit, Business Notebook PCs. “Some
                                                                        have an issue where they have people
                                                                        in areas where one carrier may have
                                                                        better service than another, so they




                              Y
                                             ou can’t switch your       want the flexibility to offer different
                                             existing cell phone from   carrier services,” he says.
                                             a GSM-based service           The common perception is that
                                             provider to a CDMA-        notebooks are bound to a particular
                             based service provider. But HP lap-        service provider for the useful life of
                             tops are making it increasingly easy       the system. But HP today offers cus-
                             for notebook owners to make a switch       tomers its mobile broadband modems
                             between the two types of mobile            in an easily replaceable module, says
                             broadband carriers.                        Cindy Goodman, HP product man-
                                HP’s comprehensive technology           ager for wireless broadband. “It fits
                             product portfolio offers a wealth of       right in a mini-PCI slot, just like your
                             solutions to meet a variety of needs,      wireless LAN module. Depending
                             running the gamut from large enter-        on where it’s located in a particular
                             prises to individual consumers, and        system, you just open a door, take out
                             offering everything from handheld          a couple screws, pop the old one out
                             devices to some of the world’s most        and pop the new one in. It’s not too
                             powerful supercomputer installa-           difficult at all,” says Goodman.
                             tions. The company takes pride in its         This summer, HP will go an addi-
                             ability to match the right products,       tional step and begin utilizing a new
                             services and solutions to its custom-      mobile broadband modem technol-
                             ers’ specific needs.                       ogy from Qualcomm that will support
                                In the world of mobile broadband,       both major flavors of wireless, EV-DO
                             that includes partnering with the          (CDMA) and UMTS HSPA (GSM).
                             three largest service providers—           That will enable organizations to
                             AT&T Wireless, Verizon Wireless            procure one laptop for multiple car-
                             and Sprint—to ensure mobile broad-         riers, greatly simplifying support and
                             band notebook users can select from        geographic deployment issues. A
                             either the GSM or the CDMA camp,           laptop that can support both EV-DO
                             depending on their needs and par-          and UMTS HSPA provides ready ac-
                             ticular circumstances or preferences.      cess to all three major North Ameri-
                             But HP goes a step further by ensur-       can carriers, so a user can switch
                             ing that notebook users aren’t locked      subscriptions at will without having
                             into their initial choice.                 to change any hardware, or even
                                “There’s been pretty wide accep-        maintain multiple subscriptions and



TECHNOLOGY BRIEFING • The busIness drIvers of MobIle broadband                                                 
alternate on the fly to obtain the best   HP, we can put the software for that     ranging from security to ease of use
coverage available.                       right in their image,” says Goodman.     to manageability.
   Notebooks featuring Qualcomm’s         “So then every notebook comes with
multimode Gobi module will be able        the hardware already built in and the    Security
to “take advantage of the high-speed      software in their image, so all a user      Any mobile Internet access deci-
mobile Internet services offered by       has to do is start everything up.”       sion these days must consider the
leading network operators in virtually       With a separate accessory, IT will    security issues involved in accessing
all parts of the world,” according to     either have to install and configure     sensitive business data remotely.
Qualcomm, when it introduced the          each notebook, or rely on the end           A wireless broadband connection
technology in October 2007. Global        user to do so. It also requires manag-   is more secure than a Wi-Fi hotspot,
travelers will have access to the ap-     ing inventory and dealing with lost      which is essentially a wide-open
proximately 260 wireless networks         and stolen cards, Goodman points         public access point. For this reason,
around the world that support mobile      out. HP’s LeFebvre adds that the com-    many businesses forbid access to the
broadband, so a U.S. traveler can fly     pany “spent a lot of money designing     corporate VPN (virtual private net-
overseas and be able to access one of     antennas for getting a strong signal     work) and other resources via public
the approximately 260 3G networks         with notebooks.”                         Wi-Fi hotspots.
around the world that provide mobile                                                  Wireless broadband has built-in
broadband.                                Why hP?                                  128-bit encryption, so the risk of
                                            HP also claims bragging rights         data interception, theft and modi-
Why embedded?                             for performance of its built-in mo-      fication is greatly reduced. This is
   There are substantial advantages       bile broadband notebooks versus          the same level of encryption used
to using built-in mobile broadband        competitors, based on Metrico            throughout the Internet, and for
notebooks, rather than utilizing an       Wireless’ testing of the HP note-        governmental, banking and military
add-on card or USB modem. “We are         book against similar Dell and            applications.
maximizing the performance that we        Lenovo notebooks.                           All mobile broadband data traf-
can get into the notebook, so we are        Using the HSDPA modems, the            fic is secured between the notebook
taking advantage of the speeds the        average download task throughput         and cellular tower with 128-bit en-
network can provide,” Goodman says.       of the HP Compaq nc6400 Notebook         cryption—the same level used in
   Tests conducted last year by Met-      PC was at least 24% higher than the      e-commerce transactions. This en-
rico Wireless on the HP Compaq            throughputs of the Dell Latitude D620    ables a single, secure connection
nc6400 Notebook PC compared its           and Lenovo ThinkPad T60, whether         for increased security of email,
performance with wireless PCMCIA          tested in stationary or mobile envi-     contacts and other sensitive infor-
cards against HSDPA and EV-DO             ronments.                                mation via wireless communica-
embedded modems. The embedded               With EV-DO, the download data          tions. As enterprises look to provide
systems performed as much as 36%          throughputs of the HP Compaq             mobile access to sensitive corporate
better in data downloading than the       nc6400 Notebook PC edged out the         databases such as CRM and human
systems with the add-on cards.            Dell Latitude D620, both of which        resources management, security is
   While that performance penalty         were at least 106% higher than the       even more critical.
may be acceptable to some users, man-     throughput of the Lenovo ThinkPad           Businesses can further protect
aging the notebook resources of an        T60, whether tested in a stationary or   their HP notebooks with HP Pro-
enterprise can get complicated when       mobile environment.                      tectTools, an integrated suite of
it involves procurement, deployment         All of the HP Business Notebooks       security solutions that helps protect
and support of add-on devices.            incorporate a suite of hardware and      every aspect of your mobile office,
   “In many cases, an enterprise will     software features—HP Professional        including the notebook, the data and
use a certain software image, and if      Innovations—to address the needs         the user’s connection to the com-
they buy an embedded module from          of mobile business professionals,        pany network.



TECHNOLOGY BRIEFING • The busIness drIvers of MobIle broadband                                                            
Management and Support                         ging on to Microsoft Windows. Or-
   Enterprise notebook security can            ganizations can also take advantage               hP MoBiliTY
be managed from HP ProtectTools Se-            of a single sign-on capability that            SuPPorT SerViceS
curity Manager, an extensible frame-           automatically remembers credentials
work that allows you to manage secu-           for Web sites, applications and pro-                  hP Mobile Device
rity features from a single console. Se-       tected network resources.                       Management and Security
curity software modules give you the             HP provides a range of expert ser-          To streamline implementation, tighten
flexibility to design a security solution      vices for cost-effectively supporting        environment-wide control, and help you
that meets your needs and modify it            growing mobile/wireless environ-              contain the total cost of mobile device
over time as your needs change.                ments. HP Mobility Support Services                         ownership
   An additional management tool is            enable enterprises to increase their
                                                                                             hP Mobility remote Monitoring
Credential Manager for HP Protect-             mobile infrastructure ROI, provide
                                                                                            To help enhance performance, availabil-
Tools, through which IT security ad-           critical support levels for mobile us-
                                                                                             ity and capacity utilization across your
ministrators can specify how the dif-          ers, and enhance the ability to adapt
                                                                                                      mobile infrastructure
ferent available security technologies         to changing market conditions and
work together and create a unique              customer needs.                              hP Mobility end-user & Mobility
authentication method, including                 The security, management and sup-              application iT help Desks
alternatives to passwords when log-            port services from HP represent just         To provide expert, responsive problem
                                               part of a comprehensive array of ser-        resolution support to your mobile work-
                                               vices, both from HP and from third-             force and technical professionals
     hP ProTecTToolS                           party suppliers, which make up the
         MoDuleS                               HP TotalCare portfolio of service and
                                               support options intended to improve       technology, mobile workers are no
        Device access Manager                  the experience of owning and using        longer tied to a hotspot, and can
          for hP Protect Tools                 the company’s products.                   check email, browse the Internet, and
   To selectively restrict information copy-                                             connect to corporate networks from
    ing and printing based on user profile     Making the Move to                        more places—whether stationary or
          embedded Security                    Mobile Broadband                          on the go.
          for hP ProtectTools                    Today’s wireless technologies             “Coverage is extremely good at this
  A data encryption system to protect key      promise multiple benefits for busi-       point, and service costs are coming
  data on systems with a TPM embedded          ness. Mobile broadband is the only        down,” says LeFebvre. “We’ll have
               security chip                   technology that provides immediate        the technology to move from carrier
                                               access, no matter where the notebook      to carrier and eliminate that issue
           Java card Security                  user is located. All major metropolitan   as a barrier. We’re putting wireless
          for hP ProtectTools                  areas today are covered by high-speed     broadband across our notebook line
    A user authentication system utilizing     services, and more remote locations       and in 2008 expect to see accelerated
    smart cards that hold user password        can still provide access over compat-     growth. And in 2009, you might see
            and PIN information                ible, lower-speed network bands.          this become a very dominant way of
                                                 Taking advantage of 3G cellular         providing connectivity.” w




TECHNOLOGY BRIEFING • The busIness drIvers of MobIle broadband                                                                          
                          Q&a                                           ing to be that much growth; and
                                                                        there wasn’t. Now, the mobile broad-



the Business drivers
                                                                        band experience is the same, so
                                                                        people now have no problem buying
                                                                        the capability.



of mobile Broadband                                                     Q: Who is using these services?
                                                                        Shey: We’ve done some survey work
                                                                        there, and what’s interesting when
                                                                        I look at some data is that it shows
                                                                        that mobile broadband connectiv-
                                                                        ity—the adoption of modems and
                                                                        then the broadband itself—is not




                             A
                                            s principal analyst re-     necessarily related to size of busi-
                                            sponsible for developing    ness. But it is certainly related to
                                            and leading ABI Re-         your occupation. The company IT
                                            search’s examination of     organization now has a budget for
                             business mobility markets, Dan Shey        this and can look at the workforce
                             focuses on the opportunities and chal-     and say, “We need this.” The smaller
                             lenges for the wireless industry when      company would not necessarily
                             business productivity applications         want to pay fees for broadband ac-
                             are moved into the mobile domain.          cess, particularly when they have
                             In 2007, he developed a comprehen-         Wi-Fi potentially available.
                             sive report on the market for cellular        Early adopters need connectiv-
                             modems, “Expanding Cellular Broad-         ity. They want to have connectivity
                             band Connectivity to the Laptop: PC        where they’re at, and they don’t want
                             Cards, Express Cards, Minicards,           to have to deal with connecting or
                             USB Modems and 3G/Wi-Fi Routers.”          getting a [Wi-Fi] day pass or this or
                             Shey was recently interviewed on           that; they want to be connected pe-
                             business trends in that market.            riod, so that BOOM!, it’s done.

                             Q: What’s driving growth in wireless mo-   Q: What about the choice between smart
                             bile broadband notebooks?                  phones and notebooks?
                             Shey: The fundamental drivers for          Shey: You need to understand the
                             enabling notebooks or just provid-         needs of the particular user. If you
                             ing cellular broadband connectivity,       think, in general, for telecom: What
                             is the fact that cellular operators        do business customers want? They
                             are upgrading networks to 3G and           need voice access, they need mes-
                             3G-plus. What it comes down to is,         saging capabilities, and they need
                             when we live in a world where we           some sort of information access,
                             already have an idea of what broad-        which could be broadband through
                             band is like, until those cellular         a notebook, or it might be through a
                             wireless networks get to a level of        smart phone.
                             speed and capacity that is similar to         For users who can pay for it, who
                             what you get with DSL, with cable          need information at their fingertips
                             and with Ethernet, there wasn’t go-        and are going to be doing a lot of



TECHNOLOGY BRIEFING • The busIness drIvers of MobIle broadband                                                   
computing—and that could be sales,           factors. That’s the Asia-Pacific region,    Q: What does the future hold?
it could be executives, it could be that     with a few operators over there, and in     Shey: Beyond 2012, will growth in-
field-force worker—they’re going to          the U.S., with Sprint. Sprint is that big   crease or decrease? Once you get 4G,
want choice. So the choice could be          player everybody is keeping an eye          with competition in the market caus-
that they’ll have a handset and they’ll      on. Intel and Motorola have invested        ing pricing to go down, you’re going
have a laptop with connectivity.             to make that happen, but [WiMAX] is         to see the market open up to more
                                             having some challenges.                     entertainment services, where the
Q: What are the obstacles to adoption of                                                 consumer is going to be a big player
embedded mobile broadband notebooks?                                                     in adoption not only of external
Shey: When you look at changes in            Early adopters                              models, but also of notebooks.
cellular networks over the last three
years, people say, “Why would I in-
                                             need connectivity.                              But operators are not even think-
                                                                                         ing about this right now. All they are
vest in a notebook that I’m going to         They want [it] where                        thinking about is increasing adoption
have at least three years, if not more,
with a particular broadband technol-
                                             they’re at, and they                        and understanding better the impact
                                                                                         that will have on their networks.
ogy, when in two years I might be            don’t want to have to                       I’ve talked to a few of them and
able to get something that’s two or                                                      they’re like, “Well, we’re not so
three times as fast. Why should I go         deal with connecting                        concerned about people getting on
down that route?”
   I think, though, that you’re not
                                             or getting a [Wi-Fi]                        network and watching video all the
                                                                                         time.” But I think it’s something they
going to see much in the way of              day pass; they want                         are very cognizant of, and that’s why
network changes. Upgrading to a
higher-speed network can now be
                                             to be connected                             you don’t see service prices drop-
                                                                                         ping dramatically.
done with software, particularly on          period, so that                                 Right now, it’s a standard strategy,
the GSM [Global System for Mobile
Communications] side. That being
                                             BOOM!, it’s done.                           where you set a price to get the peo-
                                                                                         ple who really need it. Depending on
the case, there is going to be less of             Dan SheY PrinciPal analYST            how fast they roll out their networks
that hesitation in terms of taking ad-             aBi reSearch                          and what debt is associated with
vantage of high-speed networking.                                                        those new networks, that will dictate
                                                One big challenge is, you need           how they will price this. The bottom
Q: is the potential for WiMaX an inhibitor   to have a network. If you don’t have        line is, you don’t see anybody pricing
to 3g notebook adoption?                     that network out there and you have         it right now so that consumers are
Shey: I don’t see that affecting much.       these other technologies moving             just being driven to buy it. There’s no
WiMAX is very region-specific. There         along—the 4G technology that will           reason why they should be doing that.
are only a couple of regions we’re           be equivalent to WiMAX—you’ll               They should be going after the busi-
seeing where mobile WiMAX is go-             have people thinking, “Why am I go-         ness customers who find real value in
ing to have some potential disruptive        ing to go to WiMAX?”                        that and are ready to pay for that. w




TECHNOLOGY BRIEFING • The busIness drIvers of MobIle broadband                                                                 10
                    user TargeTs
       XXXXXXX • by Mary K. praTT                                    nectivity over wireless cellular net-
                                                                     works will become an increasingly



mobile Broadband:
                                                                     popular access solution because of
                                                                     the ubiquity of service and the de-
                                                                     creasing price points.”



reaching out to a
                                                                       Yankee Group offers three broad
                                                                     categories of mobile workers:




Broad Net of users
                                                                          Mobile professionals: Com-
                                                                          prising 46% of total mobile
                                                                          workers, this includes knowl-
                                                                          edge workers such as consul-
                                                                          tants, managers and senior
                                                                          executives
                                                                          Mobile field force: Salespeople




                             T
                                         he two primary wire-             or remote technicians—anoth-
                                         less broadband stan-             er 33% of the mobile workforce
                                         dards in use in North            Mobile specialty workers: Phy-
                                         America carry data over          sicians, factory staff or couri-
                             the same cell towers used for voice          ers, accounting for the remain-
                             communications, ensuring mobile              ing 22% of mobile workers
                             networking access over a vast infra-
                             structure that covers approximately       Yankee Group says today’s enter-
                             200 metropolitan areas.                 prise mobility market is dominated
                               The practical applications of the     by what it calls the “prosumer”—
                             two wireless broadband standards—       professional end users who pull
                             EV-DO and HSDPA—are as varied as        devices and services into the or-
                             the businesses that implement them:     ganization that they feel will make
                                                                     them successful, often without IT
                                  Sales executives can access        oversight with regard to standards
                                  vital information from the         and security.
                                  customer’s site without the          As companies develop strategic
                                  hassles of trying to connect to    mobility plans, says Yankee Group,
                                  their network.                     they must consider adopting a
                                  Construction foremen (or           broad set of technologies and mo-
                                  women) can order the build-        bile tools to create a “mobility pack-
                                  ing materials their crews need     age” that includes integration and
                                  from the job site and then send    coordination among voice, data and
                                  someone to pick up the order       remote access services.
                                  at the store, saving significant     The analyst group recommends
                                  time on the project.               including embedded-modem note-
                                                                     books in IT planning today, predict-
                               According to market research firm     ing that notebooks will remain “the
                             Yankee Group, “As mobile operators      most widely used mobile device for
                             continue to light up the country with   the mobile workforce in the near
                             high-speed 3G wireless access, con-     term,” and noting that “integration



TECHNOLOGY BRIEFING • The busIness drIvers of MobIle broadband                                               11
of mobile broadband is key to en-                                            Internet using conventional
able true mobility.”                  As companies develop                   methods
  The benefits of adopting a stan-                                           Enabling a single, secure con-
dardized wireless mobile broadband    strategic mobility plans,              nection for all wireless com-
option include:                       they must consider                     munications

     Maximizing productivity by       adopting a broad set                The first step in justifying an invest-
     accessing information and ap-
     plications remotely at a much
                                      of technologies and              ment in wireless mobile broadband
                                                                       notebooks, says Yankee Group, is to
     higher data transfer rate than   mobile tools to create           understand the roles of mobile work-
     with a dial-up modem
     Increasing security of email,
                                      a “mobility package.”            ers and their need to connect to criti-
                                                                       cal information. The technology, the
     contacts and other sensitive                                      firm says, “untethers mobile workers
     information                         Reducing the number of        and creates a truly mobile office, en-
     Staying in touch and sharing        help desk calls from remote   abling quicker response times to your
     data anywhere without the           employees who are unable      customers and increased productivity
     need for a wireless hotspot         to make a connection to the   in your workforce.” w




TECHNOLOGY BRIEFING • The busIness drIvers of MobIle broadband                                                 1
                   wIreless prIMer                                         cDMa (Code Division Multiple
                                                                           Access) transmits streams of



making Sense of the
                                                                           bits over channels that are
                                                                           divided using codes, which
                                                                           permits several radios to share



mobile Broadband
                                                                           the same frequencies.
                                                                           TDMa (Time Division Multiple
                                                                           Access) also allows several



Alphabet Soup
                                                                           radios to share the same fre-
                                                                           quencies, but by enabling each
                                                                           radio to transmit in rapid suc-
                                                                           cession, each using its own
                                                                           time slot.




abc
                                                                        In the United States, three com-




                             P
                                      erhaps more than any            peting TDMA standards were
                                      other sector of technol-        deployed: cdmaOne, D-Amps and
                                      ogy, that of wireless data is   iDEN. However, in Europe, all
                                      dominated by a multitude        networks standardized on a single
                             of acronyms seemingly designed           TDMA technology called GSM, for
                             to make an end user dizzy. The           Global System for Mobile Commu-
                             following primer will, hopefully,        nications.
                             provide a simple navigation path           Global Packet Radio Service
                             to understanding mobile wireless         (GPRS) is a 2.5G digital technol-
                             broadband.                               ogy that adds packet-data service
                               Broadband wireless technologies        to the existing 2G network. EDGE
                             are commonly referred to by the          (Enhanced Data Rates for Global
                             generation (G) of their technology:      Evolution) is a software/hardware
                                                                      enhancement for GPRS networks
                                  1g—first-generation,                that is designed to provide higher
                                  original analog mobile voice        data rates.
                                  networks                              3G broadband packet-switched
                                  2g—second-generation, dig-          networks provide speeds that can
                                  ital circuit-switched mobile        enable a range of features, from
                                  voice and data networks             mobile email to large file trans-
                                  2.5g—digital technology             fers. Two 3G technology standards
                                  added to 2G networks, which         emerged as the clear choices among
                                  provides packet-data service        mobile network operators:
                                  and improved data rates
                                  3g—third-generation, high-               cDMa2000 is the 3G technol-
                                  speed digital mobile voice               ogy chosen by most CDMA
                                  and data networks                        mobile network operators to
                                                                           digitally transmit voice and
                               The introduction of 2G networks             data.
                             resulted in two types of multiplex-           WcDMa (Wideband Code Di-
                             ing architectures:                            vision Multiple Access, also



TECHNOLOGY BRIEFING • The busIness drIvers of MobIle broadband                                            1
      known as UMTS) is the 3G                 CDMA2000 1xEV-DO provides up          networks began to support 3.6 Mbps
      technology chosen by most             to 2.4 Mbps downlink and 150 Kbps        downlink data rates in 2006. HSDPA
      GMS/GPRS mobile operators.            uplink speeds. 1xEV-DO Rev. A has        will evolve with successive improve-
                                            a somewhat faster downlink and a         ments in downlink data rates and,
  The advent of 3G networks has             much faster uplink speed of 1.8 Mbps.    with the introduction of High Speed
decreased the fragmentation of              1xEV-DO networks are now widely          Uplink Packet Access (HSUPA),
network technologies around the             deployed in North America and in         substantial improvements in uplink
world. Today the majority of 3G             various countries around the world,      data rates and quality of service.
networks are deployed with either           such as Brazil, Japan and Korea.           Then there is 4G—fourth-gen-
1xEV-DO (Evolution Data Opti-                  HSDPA is a packet-based data          eration—cellular technology. But
mized) or HSDPA (High-Speed                 service feature of the WCDMA stan-       the acronyms comprising those
Downlink Packet Access), which              dard, initially introduced at 1.8 Mbps   standards are best left for another
are based on the CDMA2000 and               peak downlink data rates and peak        day, when we’re a little bit closer to
WCDMA standards, respectively.              uplink currently of 384 Kbps. Some       implementation. w

All stories written by Pete Bartolik, a freelance writer in Hopkinton, Mass.




TECHNOLOGY BRIEFING • The busIness drIvers of MobIle broadband                                                           1

								
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