The Australian mobile market is dominated by the three major mobile network operators Telstra, Optus, and Vodafone (VHA), though there are numerous MVNOs which have a significant market share. These have been able to offer LTE services on a wholesale basis since early 2016, thus encouraging growth in the LTE sector and cementing the role which MVNOs play in the overall market.
Operators provide a full range of services essential for commerce as well as communication and social networking. Voice services remain a staple for revenue, 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 was about 146% in 2017, it continues to rise as users make use of multiple SIM cards and connected devices. Under competitive pressure, MNOs must find innovative business models and services, and provide attractive bundles to increase revenue.
Mobile broadband usage in particular has taken off during the last few years, a trend which will continue in the wake of the marketing of a wide range of affordable and more capable devices, and of LTE population coverage which by 2017 had reached about 98%.
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. Deployment for the second round will start in 2017, and the work to deploy several hundred new or upgraded base stations is expected to be completed by 2018.
In 2017 MNVO Amaysim announced the launch of its NBN products. It has an ambitious goal to generate customer ARPUs of as much as $200 per month via a bundle of NBN.
This report evaluates the strategies and performances of network operators, including financial and operational data. It also reviews the main MVNOs and presents an industry overview as well as data and analysis on the trends and key developments in these maturing markets.
Ovo Mobile enters the MVNO market; Kogan mobile launches NBN products, analysis on mobile user productivity; reports growth in revenue and subscribers into 2017; updates on 2G, 3G, LTE, WCDMA, HSDPA and HSUPA technologies; high churn rate favouring MVNOs with sound business models; MNOs launch VoLTE services; telcos’ financial and operating updates, recent market developments and analyses.
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.
Number of pages 29
Last updated 10 Aug 2017
Analyst: Phil Harpur
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