Sixteen big name mobile operators and PC makers have publicly backed the wireless mobile standard Long Term Evolution (LTE), after promising to deliver devices containing the mobile broadband technology.

In a statement released via the GSM Association (GSMA), it said backers of the so called "Mobile Broadband Alliance" will pre-install "always-connected" capability in new devices, providing a "compelling alternative to Wi-Fi".

The mobile operators backing LTE include Vodafone, Orange, Telefonica Europe, T-Mobile, 3Group, Telecom Italia and TeliaSonera. On the hardware side, Dell, Asus, Toshiba and Lenovo are backing the technology. Other backers include Microsoft, Qualcomm, Ericsson, Gemalto, and ECS.

These companies have pledged to pre-install mobile broadband into a range of notebook PCs that will be ready to switch on and surf, straight out of the box, in 91 countries. The GSMA has also created a Mobile Broadband logo, that will signify to consumers that their new notebook is 'ready to run' mobile broadband. It expects the service mark will appear on "several hundred thousand notebooks in the shops by the holiday season."

The GSMA say that integrating mobile broadband into notebook PCs is the first step to wire up previous unconnected devices such as MP3 players, set top boxes, cameras, cars, and even refrigerators (hardly the most portable of devices). However only devices that offer a "truly untethered mobile broadband experience" will qualify for the new logo. Phew.

"The Mobile Broadband initiative is a timely one in that it leverages the increasingly widespread availability of high-bandwidth networks in both developed and developing economies," said Shiv K. Bakhshi, the director of mobility research at analyst house IDC.

"While there will always be a place for Wi-Fi connectivity, the great merit of Mobile Broadband might be that it liberates the user from the spatial tyranny of the so-called 'hotspot.'"

The GSMA cites research from Wireless Intelligence, which says that are currently more than 55 million people subscribing to mobile broadband services in 91 countries - a figure that is expected to rise by another four million per month by the end of this year.

The fact that mobile operators are prepared to throw their weight between LTE is no surprise, considering the ongoing industry debate over LTE and WiMax. Earlier this week, Sprint Nextel commercially launched its WiMax service known as Xohm in the city of Baltimore.

Both LTE and WiMax are viewed as competing technologies. WiMax relies on wireless hotspots, but Wi-Fi was never going to be an appealing business model for mobile operators. LTE on the other hand uses the cellular networks to transmit data, and is often touted as the natural successor to 4G.

The Mobile Broadband Alliance reportedly has approximately $1 billion (£566 million) to spend on advertising, but with the number of new laptops appearing with mobile broadband already installed, coupled with the large uptake of mobile broadband services, one has wonder whether this initiative will simply be pushing against an open door.