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Australia - Mobile Communications - Operator Analyses and Industry Overview

  • March 2016
  • -
  • Paul Budde Communication Pty Ltd
  • -
  • 34 pages

The Australian mobile market continues to be dominated by the three major mobile network operators Telstra, Optus, and Vodafone (VHA). These provide a full range of services essential for commerce as well as communication and social networking. Voice services remain a staple for revenue among all three operators, though in terms of revenue share voice is steadily losing ground to various forms of mobile data. Data services themselves have evolved from basic SMS messaging to encompass high-end applications including gaming and m-commerce. Although mobile penetration is about 137%, and continues to rise as users make use of multiple SIM cards and connected devices, MNOs must find innovative business models and provide attractive bundles and innovative services to increase revenue in a competitive market.

Mobile broadband usage in particular has taken off during the last few years, a trend which will continue following the introduction of a wider range of affordable devices. To address poor services in rural areas, the government in June 2015 announced the first of two Mobile Black Spot Programs, funded by the federal and state governments as well as by the two commissioned MNOs Telstra and Vodafone. The work to deploy some 500 new or upgraded base stations is expected to be completed by 2018.

This report evaluates the strategies and performances of network operators, including up to date financial and operational data. It also reviews the main MVNOs and MVNEs, and presents an industry overview as well as data and analysis on the trends and key developments in these maturing markets.


Key developments:
Aldi Mobile upgrades its service offering; MeU Mobile enters the MVNO market; analysis on mobile user productivity; Vodafone switches LTE data traffic to new core network, reports 2.9% growth in revenue for the first half of 2015; updates on 2G, 3G, LTE, WCDMA, HSDPA and HSUPA technologies; MVNO market receives shakeup with the collapse of Kogan Mobile; high churn rate favouring MVNOs with sound business models; Vodafone and Telstra prep for launch of VoLTE services; Telstra commits to $5 billion mobile spend over three years; telcos' financial and operating updates to December 2015; recent market developments and analyses.

Companied mentioned in this report:
MeU Mobile; Amaysim, Woolworths, Crazy Johns, JB HiFi, Telstra, Optus, VHA, Hutchison Australia, 3, NBN, Virgin Mobile, Vodafone, Aldi Mobile; Huawei, Lebara, AAPT, Kogan Mobile, GRLmobile, Red Bull Mobile, Macquarie Telecom, Boost Tel, Pivotel, Globalstar.

Table Of Contents

Australia - Mobile Communications - Operator Analyses and Industry Overview
1. Synopsis
2. Industry overview
2.1 Background information
2.2 Subscriber statistics
2.3 Expect revived competition in the Australian mobile market
2.4 Mobile coverage black spots
2.5 Rural Australia in favour of NBN mobile services
2.6 Mobile calling plan standardisation a start to a clearer choice
2.7 Roaming
2.8 NBN as backhaul
2.9 Mobile technology boost productivity
2.10 Cutting the fixed-line cord
2.11 Mobile consolidation is unavoidable
2.12 Data mining the next driver of mobile revenue
3. Mobile Network Operators (MNOs)
3.1 Telstra
3.1.1 Overview
3.1.2 Network speed, coverage and services
3.2 SingTel Optus
3.2.1 Overview
3.2.2 Network speeds and coverage
3.3 Vodafone Hutchison Australia (VHA)
3.3.1 Overview
3.3.2 Recent developments
4. Network technologies
4.1 HSPA-based services
4.2 Long-term Evolution (LTE)
4.3 2G services (historic)
5. Mobile Virtual Network Operators (MVNOs)
5.1 Background on the MVNO sector
5.2 Market overview
5.3 Other developments in the MVNO market
5.4 Amaysim
5.5 Red Bull Mobile
5.6 Kogan Mobile
5.7 Aldi Mobile
5.8 Lebara Mobile
5.9 Macquarie Telecom
5.10 Virgin Mobile
5.11 Woolworths Mobile
5.12 MeU Mobile
6. Mobile resellers
6.1 Background information
6.2 Resellers on the Telstra network
6.3 Resellers on the Optus network
6.4 Resellers on the Vodafone network
7. Mobile Virtual Network Enablers (MVNEs)
7.1 Background information
7.2 Pivotel
7.2.1 Satellite services
7.2.2 PT. Pivotel Amalgam Indonesia
7.2.3 Cellular Mobile Services
7.3 M2 Telecommunications Group (separate report)
8. Mobile retailers (separate report)
9. Related reports
Table 1 Mobile market subscribers, penetration rate and annual change 2010 2015
Table 2 Total mobile services market revenue and annual change 2010 2015
Table 3 Mobile subscriber gains and losses by MNO 2009 2014
Table 4 Mobile-only phone users 2010 - 2014
Table 5 Telstra - overview of mobile subscribers 2008 - 2015
Table 6 Optus revenue 2012 - 2016
Table 7 Optus mobile revenue 2013 - 2016
Table 8 Optus mobile pre/postpaid customers 2008 - 2015
Table 9 Optus mobile broadband customers 2013 - 2015
Table 10 VHA subscribers by type 2009 2015
Table 11 VHA MVNO customers 2014 2015
Table 12 Mobile subscribers share by MNO and MVNO 2014 2015
Table 13 Pivotel Globalstar satellite data costs July 2015
Chart 1 Mobile market subscribers, penetration rate and annual change 2005 - 2015
Chart 2 Mobile subscriber gains and losses by MNO 2010 2014
Chart 3 Optus mobile pre/postpaid customers 2008 2015
Exhibit 1 The initial analogue operators brief historic background
Exhibit 2 MVNO models
Exhibit 3 MVNO opportunities
Exhibit 4 Mobile carriers and selected MVNOs 2014
Exhibit 5 Examples of key MVNO customer segments
Exhibit 6 Amaysim at a glance
Exhibit 7 Mobile carriers and selected resellers and MVNEs
Exhibit 8 An overview of Boost Tel
Exhibit 9 Pivotel Communications at a glance

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