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Australia - Mobile Communications - Retail Market

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

The mobile retail market has enhanced our lives with technology on the move as the use of mobile devices has extended beyond traditional voice and SMS. Retailers are fast becoming the focus point for interaction with customers, many of whom have individual needs which require a higher level of customer service. Customers now use social networking to make contact with stores as well as reviewing customer feedback. The new TCP Code that started in 2012 has seen mixed results depending on mobile network operator, though generally there has been higher customer satisfaction in relation to billing disputes.

The non-specialist retail market now caters for the prepaid market, while specialised retailers cater for a rapidly increasing postpaid market. Postpaid subscribers have been growing while the prepaid market has been shrinking with a greater uptake of smartphones and lower cost mobile broadband plans.

Total sales volumes are also continuing to increase as customers are changing their mobile handsets more frequently, often only to a newer model smartphone. There are no indications that this situation is likely to alter into 2014.

Key developments:

Consumer code for mobile pricing, retail consolidation.

Companied covered in this report include:

Telstra, Optus, Vodafone, 3 VHA, Woolworths, Harvey Norman, Dick Smith, Allphones, TPG, MobiCity, Vita Group, Fone Zone, Crazy John’s, m8, Woolworths, Leading Edge, Network Communications, Strathfield, TeleChoice

1. Synopsis
2. An overview of the mobile retail market in 2012
2.1 Major retail categories
2.2 Retail margins
2.3 Retail revenues
2.4 Consolidation
2.5 The move from prepaid to postpaid
2.6 Mobile broadband (separate report)
2.7 Superior customer care to come from a new TCP Code
2.8 Mobile calling plan standardisation a start to a clearer choice
2.9 Replacement market
3. Major mobile retail companies
3.1 Background information
3.2 Vertically integrated operators
3.2.1 Telstra
3.2.2 Optus
3.2.3 Vodafone/3
3.3 Independents retailing services exclusively for mobile operators
3.3.1 Crazy John’s
3.3.2 Leading Edge Telecoms
3.3.3 m8
3.3.4 Mo’s Mobiles
3.3.5 MobiCity
3.3.6 Network Communications
3.3.7 TeleChoice
3.3.8 TPG Telecom
3.3.9 Vita Group
3.4 Independents retailing services for a variety of network operators
3.4.1 Woolworths, Dick Smith and Tandy
3.4.2 Allphones
3.4.3 Harvey Norman
3.4.4 Strathfield Group (Voluntary administration)
4. Related reports
Table 1 – Estimated number of outlets and market share of leading retailers – 2011 - 2012
Table 2 – Selected retailers – number of outlets by state – mid-2012
Exhibit 1 – Strathfield Group – a brief background look at its services

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