SOURCE: eMarketer

April 14, 2005 08:30 ET

Fast Growth Predicted for Wireless Broadband

New Opportunities Opening up for Telcos, Cable Companies, Marketers and More

NEW YORK, NY -- (MARKET WIRE) -- April 14, 2005 -- Take note: more people will soon be enjoying greater bandwidth options in more places.

High-speed wireless networks -- composed of an array of underlying technologies and using converged devices -- are becoming part of a new communications reality, and not just in densely populated urban or suburban areas.

As more consumers gain greater access to broadband services, their time online will increase. This in turn will allow marketers to serve up more advanced ads and promotions to potential customers both in and out of the home.

eMarketer's new report, Wireless Broadband: The Future Around the Corner, released today, predicts a rapid uptake of wireless broadband services over the next five years, but notes that it is too soon to say which platform might become the dominant force.

"At this point it is impossible to predict the success of any particular wireless broadband technology," says eMarketer Senior Analyst Noah Elkin, the report's author, "because many of them have not even come to market yet." The communications industry itself is hedging, he says, noting that most of the major players are developing and promoting competing platforms.

But, more importantly than the underlying technologies themselves that are surfacing, Dr. Elkin says, "most consumers of technology don't care about how their products and services work; they simply expect them to function where, when and how they are supposed to. Technology companies and marketers alike should remember to emphasize what the technology can be used for, not what it is."

The report analyzes the current broadband wireless landscape today, how will it evolve over the next few years, and how the competing and sometimes-complementary technologies, including WiMAX, Wi-Fi, 3G wireless and Ultra-Wideband, might shake out.

"This report is important to a wide mix of companies," said Dr. Elkin. "Knowing where the wireless broadband market is headed can make a pronounced impact on the plans of content providers, consumer packaged goods companies, and media/entertainment companies interested in the marketing potential on ubiquitous broadband networks. Others, like fixed-line telcos and cable companies, wireless operators and service providers, can also find valuable new market survey data and potential deal opportunities in the report."

For more information on obtaining a copy of Wireless Broadband: The Future Around the Corner, visit eMarketer online at

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