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New service adoption is being led by Mobile Broadband which has become the most dramatic example of rapid penetration. Mobile Broadband pricing has declined by more than half in real terms during the 3 year period with more broadband capacity being available for the same price. The recent availability of easy portable mobile data connections (such as the USB modem) means that mobile data services have started to become a mass market consumer item.
Price competition among mobile broadband providers has become intense as the cost of devices has reduced and increased network capacity has become available with HSDPA speeds. Flat rate price competition will continue to be severe until mobile providers learn how to differentiate their product offer to meet the need of individual user groups.
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