Mobile broadband to reach CE goods

24 January 2011

ZURICH: Consumer electronics manufacturers must "connect or perish" with 1bn of the devices predicted to be linked to mobile broadband networks by 2016, the UMTS Forum has said.

A new study from the tech specialists suggests that broadband-enabled games consoles, digital cameras, eBook readers and sat nav systems could become the norm.

This could in turn allow mobile marketers to serve ads to a much greater variety of screens than before.

Jean-Pierre Bienaimé, chairman of the UMTS Forum, said: "The future growth of the mobile communications and CE industries are intrinsically linked.

"Over the next few years, mobile broadband will enable the cost-effective deployment of 'always on' devices for the consumer ... It's time for operators to look beyond connectivity and access models."

He added: "They must play a higher-profile role in managing the whole customer experience, from novel routes to market and technology platform management to packaged offerings that help 'mobilise' CE devices."

The mobile marketing sector is rapidly expanding, reflecting rising smartphone ownership and the increased penetration of 3G networks around the world.

As reported by Warc News last month, mobile specialists Smaato predict sharp increases for this type of ad revenue, with the European total rising from $212m (€156m, £133m) this year to $1.3bn in 2015.

The rate of growth will be still sharper in the US, where spend will hit $5bn in 2015, up from $1.24bn this year.

Data sourced from UMTS Forum/Smaato; additional content by Warc staff