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Australia - Mobile Communications - Industry Overview


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The major mobile network operators in mobile communications are Telstra, Optus, and Vodafone (VHA) with each operator defined by market size and coverage in this order. Mobile services are now a must have daily component for communicating and socialising way beyond the simple voice and SMS of the past. The MNOs continue to increase their revenues and market share as the mobile penetration rate of above 130% continues to rise as users have multiple SIMs and connected devices in the saturated mobile market of 2012.

Since we saw the introduction of new hardware that included iPhones, Androids, other smartphones and tablets and then we add the multitude of apps that one can use, mobile broadband usage took off. The mobility of broadband also generated increasing revenue as the uptake increased.

Previously the MNOs had a hold on the apps and portals market, but with the increased use of over-the-top applications the mobile industry became a broadband infrastructure facilitator. This has created a new growth area in the industry which is based more on infrastructure than on apps or services. With tablet uptake increasing even more mobile broadband is consumed. Many subscribers have multiple devices and multiple SIMs as well as data sharing across the devices.

In this report we describe the network operators, provide an overview of the some of the MVNOs and MVNEs, and provide and industry overview with information on trends and developments in these maturing markets.

Key developments:

2G, 3G, 4G, LTE, HSPA, WCDMA, HSDPA and HSUPA, satellite, MVNO market to receive shakeup with the launch of high profile prepaid services from Kogan Mobile.

Companied covered in this report include:

Amaysim, Woolworths, Crazy Johns, JB HiFi, Telstra, Optus, VHA, Hutchison Australia, 3, NBN Co, Virgin Mobile, Vodafone, Huawei, Lebara, AAPT, Kogan Mobile, GRLmobile, Red Bull MOBILE, Macquarie Telecom, Boost Tel, Pivotel, Globalstar.


1. Synopsis
2. Industry overview
2.1 Background information
2.2 Mobile coverage remains major problem for the region
2.3 Consumer rip-off stops with new Telecommunications Consumer Protection Code
2.4 Mobile calling plan standardisation a start to a clearer choice
2.5 Mobile churn
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
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 MVNO information
5.2 Overview of market
5.3 Other developments in the MVNO market
5.4 Amaysim
5.5 Red Bull MOBILE
5.6 Kogan Mobile
5.7 Lebara Mobile
5.8 Macquarie Telecom
5.9 Virgin Mobile
5.10 Woolworths
5.10.1 Overview
5.10.2 3G, prepaid phones, caps and data launched
5.10.3 Prospects for Woolworths MVNO – analysis 2011
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 – Overview of Kogan Mobile prepaid plans – December 2012
Table 2 – Overview of selected Amaysim versus Woolworths prepaid plans – July 2012
Table 3 – Revenue by business area – Jan 2011
Table 4 – Pivotel Globalstar satellite data costs – July 2012
Exhibit 1 – The initial analogue operators – brief historic background
Exhibit 2 – MVNO models
Exhibit 3 – MVNO opportunities
Exhibit 4 – Mobile carriers and selected MVNOs – 2012
Exhibit 5 – Examples of key MVNO customer segments
Exhibit 6 – Amaysim at a glance – 2012
Exhibit 7 – Mobile carriers and selected resellers and MVNEs
Exhibit 8 – An overview of Boost Tel
Exhibit 9 – Pivotel Communications Pty Limited at a glance – 2012

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