Market Research Logo

Australia - Mobile Communications - Industry Overview


Attention: There is an updated edition available for this report.

Australia - Mobile Communications - Industry Overview

The major mobile network operators in Australia are Telstra, Optus, and Vodafone (VHA), with each operator defined by market size and coverage in this order. Mobile services are now essential for communicating and socialising for most Australians. Services have moved on from the basic voice and SMS messaging of the past. Although mobile penetration is now above 130%, and continues to rise as users make use of multiple SIMs and connected devices, MNOs must find innovative business models and provide attractive services and bundles to increase revenues in this competitive market.

Mobile broadband usage in particular has taken off during the last few years following the introduction of hardware including iPhones, Android-based devices and other smartphones and tablets. In conjunction with these devices has been the proliferation of mobile apps. The mobility of broadband has also generated growing revenue as consumer take-up has 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 has become a facilitator for broadband infrastructure. This has created a new growth area in the industry, which is based more on infrastructure than on apps or services.

This report assesses network operators and provides an overview of some of the main MVNOs and MVNEs. It presents an industry overview as well as data and analysis on the trends and key developments in these maturing markets.

Key developments:

2G, 3G, 4G, LTE, HSPA, WCDMA, HSDPA and HSUPA, satellite, MVNO market receives shakeup with the collapse of 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, Aldi Mobile; 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 Roaming
2.6 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 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
5.11.1 Overview
5.11.2 3G, prepaid phones, caps and data launched
5.11.3 Prospects for Woolworths MVNO analysis
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 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 2013
Exhibit 5 Examples of key MVNO customer segments
Exhibit 6 Amaysim at a glance 2013
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 2013

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report