T-Mobile Germany: mobile broadband case study

Publication Date	December 2008
Publisher	Ovum
Product Type	Report
Pages	15
ISBN Number	not applicable
Product Code	OVM00679

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Summary

T-Mobile is the incumbent fixed and mobile operator in Germany. It therefore needs to be aware of the potential cannibalising effects of mobile broadband services. This case study examines how it has positioned mobile broadband access via laptops in order to maximise the opportunity, but limit the potential damage.

Content

Executive summary
- In a nutshell
- Key messages
- Ovum view
T-Mobile Germany's strategy
- Mobile broadband is complementary to fixed
Mobile broadband go-to-market strategy
- The key audience is laptop users on the go
- Mobility and network performance are the key messages
- A portfolio of offerings, predominantly on contract
- Reducing speed when usage quota exceeded
Mobile broadband pricing strategy
- A premium provider and introducing subsidies
- Discount schemes maximise integrated operator status
The impact of mobile broadband
- Two million users across Europe and many new customers
- Data traffic quadruples
- Positive impact on ARPU
Critical success factors
- Network, devices and discounts make the difference
T-Mobile Germany's technical solution
- EDGE, HSDPA, HSUPA and WiFi all contribute to Germany's best' network
Where next for T-Mobile's mobile broadband in Germany?
- More growth by raising awareness
- Services to reflect an integrated operator
List of Tables
- Table 1: T-Mobile Germany mobile broadband offerings: September 2008
- Table 2: German mobile broadband pricing: September 2008
List of Figures
- Figure 1: T-Mobile Germany mobile broadband marketing messages
- Figure 2: T-Mobile Germany blended ARPU and percentage of revenues derived from non-voice services: 200708