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Australia - Mobile Broadband Market - Services and Apps

  • July 2016
  • -
  • Paul Budde Communication Pty Ltd
  • -
  • 121 pages

Australia’s MVNOs now accessing the world’s fastest LTE networks
The three LTE networks operated by Optus, Telstra and Vodafone have been developed rapidly during the past two years. These MNOs are striving to provide an infrastructure capable of meeting customer demand for mobile broadband services, and are also preparing for the possibilities anticipated through the deployment of 5G within the next few years. Telstra continues to be a global leader in mobile services, being a partner with Ericsson in developing 5G. The two companies have demonstrated 1Gb/s capabilities over a commercial LTE network using carrier aggregation technology, and will use the 2018 Commonwealth Games in Queensland to trial a range of technologies. Increasingly in an era leaning further to mobile data than voice, these networks must offer sufficient performance for customers. These developments have propelled Australia in global league tables, with the country having recorded the fastest peak mobile broadband speeds globally.

Optus and Telstra have been able to utilise their 700MHz spectrum assets since early 2015, with which they aim to provide about 98% population coverage by the end of 2016. Vodafone is relying on upgrades to its existing concessions, and provides about 95% coverage in metro areas. The auction of unused spectrum in the 1800MHz band in February 2016 will further improve the ability of MNOs to extend their LTE services. As a result of these developments the mobile market has seen a steady migration of subscribers from 3G to LTE.

Upgraded networks face daunting data demands from customers, many of whom make use of data-intensive graphics, videos and files shared across the networks. In addition, popular OTT services such as Netflix, a company which alone had attracted about five million customers by June 2016, provide streaming of content over mobile devices. While networks can at times be strained, the MNOs are continually adding capabilities and applications in an effort to reduce their overall costings. Customer preference for Wi-Fi from homes and workplaces has meant that mobile broadband traffic is largely offloaded to fixed-line infrastructure. Given that about 90% of all mobile device sales are now smartphones, the growth in mobile data traffic is increasing rapidly. In the year to December 2015 mobile data traffic grew 21% year-on-year.

The market among providers has seen some changes over the last few years as company mergers and acquisitions bring consolidation to the industry. The major mobile media players are becoming digital media providers as they provide access to their services via mobile devices.

While the SMS service remains popular there is also increasing competition from OTT services such as WhatsApp, Skype, Viber and built-in messaging services from the likes of Facebook and other social media providers. The preponderance of bundled plans which include a large number of texts and voice minutes has also helped to retain the popularity of messaging, though at the expense of SMS revenue for operators.
This report provides an overview of the mobile broadband market in Australia and analyses key market trends. It includes updated statistics, industry estimates and forecasts as well as data and developments involving the major mobile media providers and mobile content services. Also included is information from the ACMA’s 2015 report on mobile broadband productivity.


Key developments:
Australia rated with the highest mobile broadband speed globally;
Comms Alliance calls for flexibility in spectrum management;
Growing number of MVNOs offering LTE services;
Telstra and Ericsson to use Commonwealth Games to trial 5G capabilities;
Telstra launches five-band carrier aggregation;
Mobile data traffic expected to grow six-fold to 2018;
Optus and Telstra aiming for 98.5% population coverage with LTE by end-2016;
Mobile broadband a significant contributor to economic growth;
Spectrum auction in the 1800MHz band;
Report update includes telcos’ operating data to Q1 2016, ACMA market report 2015, TIO’s 2015 annual report; Sensis survey 2015, ABS data to December 2015, Akamai broadband survey data to Q4 2015, recent market developments.



Companies mentioned in this report:
VHA, Vodafone, 3, Optus, Huawei, Telstra, Vividwireless, Ericsson, EnergyAustralia, SingTel, Unwired, SingTel, Vodafone, 3, VHA, Optus, Telstra, BigAir, vividwireless, Unwired, nbn (NBN Co), TPG.

Table Of Contents

Australia - Mobile Broadband Market - Services and Apps
1. Market analyses
1.1 Market overview
1.2 Uptake in LTE adds to mobile broadband users
1.3 Mobile data and messaging exceeds voice revenues
1.4 Globalgig hotspot local and international data roaming
1.5 Overview of 4G frequency usage
1.6 Spectrum reallocations
1.6.1 1800MHz
1.7 Hardware drives applications
1.8 Mobile broadband to drive structural change
1.9 Mobile broadband slowly substitutes fixed services
1.10 The economic impact of mobile broadband
1.11 Mobile broadband market statistics
1.11.1 Mobile broadband subscribers
1.11.2 Fixed wireless broadband market
2. LTE and 5G developments
2.1 High-speed mobile networks
2.1.1 High-speed packet access (HSPA)
2.1.2 Long-term Evolution (LTE)
2.1.3 VoLTE
2.1.4 Moving from 4G to 5G
2.1.5 5G developments
2.2 Mobile broadband operators
2.2.1 Optus
2.2.2 Telstra
2.2.3 Vodafone Hutchison Australia (VHA)
2.3 Mobile broadband market
2.3.1 Overview and analysis
2.3.2 Data growth
2.3.3 Mobile industry gets some spectrum certainty
2.3.4 Neutral broadband connections for HSPA
2.3.5 Will LTE steal the broadband revolution?
2.3.6 Applications overview
2.3.7 Government moving to mobile engagement
2.3.8 Mobile video failing to make traction with LTE
3. Mobile media
3.1 Market and industry - surveys and statistics
3.1.1 Introduction
3.1.2 Recent surveys
3.1.3 Australian Mobile Phone Lifestyle Index
3.1.4 Mobile data observations
3.2 Overview of key providers
3.2.1 Mobile operators
3.2.2 Service providers
3.3 Mobile video streaming
3.3.1 What is mobile video steaming?
3.3.2 Market overview and analysis
3.3.3 Cloud-based mobile streaming
3.3.4 Major players
3.3.5 Regulation
3.3.6 Technology platforms
3.4 Digital Economy financial services
3.4.1 The banking sector
3.4.2 Trends and Developments
3.4.3 Market Analyses
3.4.4 Trends and developments in mobile payments
3.4.5 Bitcoin
3.4.6 Projects and Services
3.4.7 Disrupting the insurance sector
3.5 SMS overview and statistics
3.5.1 Background information on SMS
3.5.2 Regulatory measures
3.5.3 SMS market overview
3.5.4 Overview of SMS services in Australia
3.5.5 Usage statistics
4. Smartphone, tablets and handset market
4.1 Market overview
4.1.1 Trends in mobile handset market
4.1.2 4G market continues to grow
4.1.3 Telstra's T-Hub 2 moving fixed-line customers to the future NBN
4.2 Predictions into 2017 and beyond
4.2.1 Smartphone data usage increasing
4.2.2 Tablets and e-readers
4.3 Smartphone, tablet and handset statistics
4.3.1 Shipments
4.3.2 Handset recycling
4.3.3 Handset supplier market shares
4.3.4 Smartphones and internet usage
4.3.5 Tablet sales falling
4.3.6 Smartwatch market
4.4 Market surveys
4.4.1 Overview
4.4.2 Smartphones lead to higher data spend
4.4.3 Smartphone users are action buyers
4.4.4 Tablet usage strong but sales decline
4.4.5 Android remains the favoured operating system
4.4.6 Enterprise mobility market increasing in value
4.5 The future of the smartphone market
4.5.1 Hardware becomes a utility platform
4.5.2 Platform for innovation and industry transformation
4.5.3 Breaking into new markets
4.5.4 Who will dominate the Wi-Fi market?
4.5.5 Conclusion
4.6 Wearable technology
Table 1 1800MHz auction results February 2016
Table 2 Wireless broadband subscribers by access type 2009 - 2015
Table 3 Mobile broadband subscribers by mobile network operator 2007 - 2015
Table 4 Estimated mobile broadband data downloaded in Petabytes 2007 - 2015
Table 5 Fixed wireless broadband subscribers 2010 - 2016
Table 6 Average LTE speed by MNO 2012 - 2015
Table 7 Telstra LTE data cards in service 2010 - 2015
Table 8 Preferred device for engagement, by activity 2014
Table 9 Preferred device for accessing the internet 2013 - 2015
Table 10 Customer satisfaction with mobile provider services 2010 - 2014
Table 11 Mobile phone brand ownership 2010 - 2014
Table 12 Use of mobile phones by service 2010 - 2014
Table 13 Data included in monthly plans 2010 - 2014
Table 14 Use of mobile phones by service 2010 - 2014
Table 15 Use of information services 2010 - 2014
Table 16 Tablet use of services 2012 - 2013
Table 17 Mobile data downloaded versus mobile subscribers 2012 - 2015
Table 18 Telstra mobile ARPU 2009 2016
Table 19 Telstra mobile prepaid and postpaid revenue 2008 2016
Table 20 Optus mobile revenue 2013 2016
Table 21 Vodafone Australia revenue 2009 2015
Table 22 HTA key metrics financial overview 2009 2015
Table 23 Telstra SMS traffic 2009 - 2016
Table 24 Mobile Embrace key financial performance indicators 2010 - 2016
Table 25 MOKO financial data 2010 - 2016
Table 26 Enero (Photon Group) key financial parameters 2010 - 2015
Table 27 Rapid uptake September 2011 March 2014
Table 28 Estimated numbers of SMS sent 2003 - 2016
Table 29 Number of Telstra sent SMSs 2005 - 2016
Table 30 Proportion of mobile subscribers using SMS and IM services 2011 - 2015
Table 31 Proportion of people using smartphones for internet access 2012 - 2016
Table 32 4G subscribers by MNO 2012 - 2015
Table 33 Internet connections via mobile handsets 2011 - 2015
Table 34 Australian handset shipments (historic) 2004 - 2009
Table 35 Australian handset shipments 2010 - 2015
Table 36 Key recycling indicators Mobile Muster 2006 - 2014
Table 37 Australian handset brand market share major suppliers 2008 - 2014
Table 38 Top 5 uses of mobile internet 2009 - 2014
Table 39 Estimated tablet users 2010 - 2012; 2015 - 2016
Table 40 Tablet market share by manufacturer 2014 - 2015
Table 41 Apps info and payment plan data 2009 - 2014
Table 42 Monthly phone spend on services 2010 - 2014
Table 43 Types of use on smartphones 2012 - 2014
Table 44 Smartphone and tablet use of services 2014
Table 45 Typical selected usage pattern of a smartphone user 2011 - 2014
Table 46 Typical selected usage pattern of a tablet user 2012 - 2013
Table 47 Estimated Australian platform market share 2008 - 2016
Chart 1 Overview of estimated mobile broadband data downloaded in petabytes 2009 - 2015
Chart 2 Mobile Embrace financial data 2010 - 2016
Exhibit 1 The Power of 5G
Exhibit 2 Key issues for mobility industry
Exhibit 3 MOKO.mobi at a glance 2016
Exhibit 4 Overview of MOKO.mobi subsidiary companies 2016
Exhibit 5 Enero at a glance 2016
Exhibit 6 Background information on Information Dialling Services (IDS)
Exhibit 7 Overview of the now defunct cloud- based mobile streaming services
Exhibit 8 Background information on the defunct Optus TV Now service
Exhibit 9 Examples of Mobile TV technologies
Exhibit 10 Broadcast Australia DVB-H trials 2005 - 2009
Exhibit 11 - Participating financial institutions
Exhibit 12 - Key statistics for ANZ goMoney - 2014
Exhibit 13 PayPal SMB Statistics 2013
Exhibit 14 Overview of Q-Jumper and Easy Canteen by mHITs

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