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Laptops to come with "Mobile Inside" Logo

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A group of IT and mobile companies have united behind a GSMA led initiative to create a new category of always connected Mobile Broadband devices, which the GSMA says will offer a technical alternative to Wi Fi services.

In the first phase of this initiative, mobile operators, PC manufacturers and chipset providers are uniting to pre-install Mobile Broadband into a range of notebook PCs that will be ready to switch on and surf straight out of the box in 91 countries across the world. To support this initiative, the GSMA has created the Mobile Broadband service mark, a "sticky label" which will help consumers identify the array of 'ready to run' Mobile Broadband devices.

The Mobile Broadband service mark is backed by a global advertising campaign worth over USD1 billion in the next year -- evidence that the industry is serious about this proposition.

"Mobile Broadband is like a home or office broadband connection with one crucial difference: freedom. Freedom from hot spots, freedom from complexity and freedom from security concerns," said Michael O'Hara, CMO of the GSMA. "Today, 17 of the world's largest technology companies have committed to change the way people get online forever. This commitment is manifested in a service mark that we expect to see on several hundred thousand notebooks in the shops by the holiday season. The Mobile Broadband badge will assure consumers that the devices they buy will always connect -- wherever Mobile Broadband is available -- and that they can expect a high standard of simplicity and mobility."

Integrating Mobile Broadband into notebook PCs is the first step in a wider strategy to deliver wireless Internet access and management to a whole range of previously unconnected devices -- from cameras and MP3 players to refrigerators, cars and set-top boxes. However, only devices that offer a truly un-tethered Mobile Broadband experience, such as those offered by the 17 companies announced in today's program, will qualify to carry the new service mark.

Launch participants include 3 Group, Asus, Dell, ECS, Ericsson, Gemalto, Lenovo, LG, Microsoft, Orange, Qualcomm, Telefonica Europe, Telecom Italia, TeliaSonera, T-Mobile, Toshiba and Vodafone.

"The Mobile Broadband initiative is a timely one in that it leverages the increasingly widespread availability of high-bandwidth networks in both developed and developing economies," says Shiv K. Bakhshi, Ph.D., IDC director of mobility research. "While there will always be a place for WiFi connectivity, the great merit of Mobile Broadband might be that it liberates the user from the spatial tyranny of the so-called 'hotspot.' A Mobile Broadband solution, informed by close collaboration between PC makers, chipset vendors and mobile operators, should focus on appropriate optimization of the services and superior performance on the device, and consequently, a better user experience," Bakhshi notes.

Mobile Broadband Logo

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