I don't have the stats but apparently most online e-commerce still originates from PCs not mobile devices. I am surprised but it's true. With that in mind, the Wave/Bell ID play is for any device with a TPM which for the near future is PCs/tablets only and today those are mainly enterprise models, however MS is said to be mandating TPMs on all Windows devices beginning Jan. '15 which implies TPMs will finally ship on consumer PCs.
So for barge (discounting e-commerce originating from TPM-enabled enterprise devcies) the Wave Bell ID play is a consumer one.
Btw alea, I believe we will reasonably soon see TPMs shipping on Android devices for the gov't and commercial enterprises with the MNOs being helpless to stop it (even if the wanted to...consider they have a vested interest in their enterprise customers being secure). As for consumer-based mobiles we'll see. As I've previously asserted, putting TPMs on mobile devices doesn't have to mean MNOs losing what they do with SIMs, in fact TPMs could be useful to them because they could offer consumer users device security that SIM/SE can't. SIM/SE/TPM can co-exist on the same platform each doing their own thing for different players all with the MNOs remaining happy. We'll see.
Assuming TPM deployment takes off in the gov't/commercial enterprise markets, these customers will demand the same solution for their phones and imo the MNOs will have to accomodate their customers' needs.
