Australia - Mobile Media - Surveys & Statistics

Synopsis

This report largely analyses information drawn from the results of several surveys relating to mobile media usage in Australia. Surveys include the reports by the Australian Interactive Media Industry Association – The AIMIA Mobile traffic trend report, m-Net Corporations Mobile Data Services Study and Ericsson’s Executive Exchange, a survey of leading industry executives in Australia. The report also provides statistical estimates relating to revenue across operators in the industry and as well as forecasts to 2011/12. The major operators are likely to earn nearly $5 billion in revenue from mobile data in 2009. In the longer term take-up of new services and mobile advertising is extremely difficult to forecast. However total mobile data revenue in 2011/12 may approach $7 billion.

Table of Contents

• 1. Synopsis
  
• 2. Introduction
  
• 3. The AIMIA Mobile traffic trend report
  
  • 3.1 Site operator observations
    
    • 3.1.1 Telstra – BigPond mobile and Sensis
      
    • 3.1.2 3 Mobile
      
    • 3.1.3 Yahoo7
      
    • 3.1.4 Amethon
      
  • 3.2 Conclusions
    
• 4. m-Net Corporation – Mobile data services study
  
  • 4.1 Survey sample
    
  • 4.2 High level findings
    
  • 4.3 Conclusion
    
• 5. Ericsson’s Executive Exchange
  
  • 5.1 Control of mobile content
    
  • 5.2 Opportunities and challenges
    
  • 5.3 Unleashing market innovation
    
  • 5.4 Separation or partnerships?
    
  • 5.5 Conclusions
    
• 6. Revenue statistics
  
  • 6.1 Average revenue per user
    
  • 6.2 Mobile data revenue
    
• 7. Related reports
  

• Table 1 – Mobile traffic growth, selected major Australian mobile Internet sites – 2008 - 2009
• Table 2 – Industry opinion regarding control of mobile content – 2008
• Table 3 – Telstra average data revenue per user per month – 2005 - 2010
• Table 4 – Estimated mobile data ARPU per customer by operator – 2009
• Table 5 – Estimated mobile data revenue by operator – 2009
• Table 6 – Estimated total mobile data revenue – 2008 - 2012

• Exhibit 1 – Industry opinion regarding mobile opportunities
• Exhibit 2 – Media companies are ready for mobile business, but channel-specific requirements are a challenge for them.