Global Telcom Companies - Mobile Broadband

A group of 17 of the world's largest IT and telecommunications companies have thrown their weight behind a $1 billion marketing campaign to promote Mobile Broadband as a "ready to run" system, making it easier to connect to the internet right after purchasing a laptop.

The advertising budget will be spent this year both online and offline to try to create Mobile Broadband as a well-known brand, in a similar way to microprocessor Intel's "Intel Inside" campaign in the 1990s.

The move is aimed at countering the launch of the rival wireless broadband network WiMax, which is being rolled out in cities across the US this week.

Mobile Broadband is supported by industry groups such as computer manufacturers Dell, Lenovo and Toshiba, software giant Microsoft, telecoms providers Vodafone, Telefónica, Orange and T-Mobile, and equipment and chipset providers Ericsson and Qualcomm, and will be launched in 91 countries.

Many of the laptops will come pre-installed with SIM cards so that customers can connect straight away to the existing mobile broadband network, with typical speeds of about one to three megabytes per second.

At the point of purchase, customers will have a choice of mobile operator to provide data services, with prices typically at £15 a month ($30, Dh110).

Simpler access

Although mobile broadband connections are available for customers using plug-in devices called "dongles", new laptops have the technology embedded in them, making it simpler to access using existing connection software.

Mobile Broadband is led by the GSM Association, which is keen to promote the High Speed Packet Access network as an alternative to other competing networks, including WiMax, which is being rolled out in the US this week by Sprint Nextel.

According to Wireless Intelligence, the mobile research organisation, there are over 55 million subscribers to mobile broadband services worldwide, which could grow to about 70 million by this year.

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