The GSM Association, trade body to the network operators, has joined forces with 16 companies to launch a new logo which can be plastered on to any kit offering 3G connectivity.
The service stamp is titled “Mobile Broadband”, and is to be promoted with a $1bn advertising budget put together by the 16 launch participants including Microsoft, Asus and Dell amongst others. The idea being that a kit containing HSPA or better mobile connectivity will have the logo, to ensure customers know the product will work without needing a hotspot.
Mobile phones are in everything these days, embedded in to laptops and even e-books. Qualcomm want to see this continue, as does other manufacturers, and they have been promoting its multiple 3G technology supporting chipset, and telling people, “the world is your hotspot” and ensuring everyone knows that 3G technologies are already offering speeds comparable with Wi-fi, while 4G should out-perform any unlicensed frequency-based technology.
This of course is only true under optimal conditions. In the real world Wi-fi is much faster, but connections to cellular networks are easier to configure, come with built in roaming, and aren’t nearly as expensive as they used to be.
The 16 companies involved at launch are: 3 Group, Asus, Dell, ECS, Ericsson, Gemalto, Lenovo, Microsoft, Orange, Qualcomm, Telefónica Europe, Telecom Italia, TeliaSonera, T-Mobile, Toshiba and Vodafone, representing 760 million wireless connections in 91 countries, according to the GSMA.
The Wi-fi Alliance won’t take this lying down, and WiMax has a service mark of its own, but it’s difficult to believe that any technology is going to challenge GSM, even with plenty of new radio spectrum becoming available across Europe.













