Some conditions have changed for this expectations to start becoming reality:

UMTS evolution towards HSDPA (mainly SW evolution) allows for datarates that are perceived as broadband by the customers

Services more adapted to mobility & continuity on the connection like email, social networks, etc.

Content customization

CDN

Cloud

Ecommerce

Ehealth

Intelligent resource allocation from network perspective – provide the end customer the right experience based on customer segmentation, service requirements and subjective quality perception, terminal based differentiation, etc.

Technology & spectrum evolution only is not enough to cope with MBB customer expected needs

…while evolving towards LTE on 2011-13 timeframe.

Higher level of customer segmentation by end to end QoS & differentiated commercial propositions.