The increasing pre-installation of laptops with mobile broadband technology is to be brought to the fore by a new GSM Association (GSMA) campaign launched this week.
Made up of operators, device suppliers, software firms and chipset vendors, the GSMA is determined to bring the on-the-go convenience of mobile broadband to the world's attention.
The group has already agreed to stamp each device containing 3G technology with a mobile broadband service mark.
Market analysts have highlighted the huge task facing mobile broadband operators to eat into the domination of fixed-line services globally.
According to ABI Research's principal analyst Dan Shey: "HSPA broadband networks are firmly anchored in major metropolitan areas of Europe, North America and other parts of the developing world and are the foundation for pushing sales of devices with embedded cellular modems.
"But awareness of embedded mobile broadband has not been high, as operators are the main proponents of mobile broadband, primarily through sales of PC Cards and USB modems."
Mobile broadband operators are expected to spend $1billion (£502 million) in a marketing drive to promote the new branding.