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Australia - Mobile Communications - Smartphones, Tablets and Handset Market


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Australia - Mobile Communications - Smartphones, Tablets and Handset Market -

As the smartphone sector in Australia takes off, the handset market has seen a shift towards other vendors such as HTC and Apple. This sector has previously been dominated by Nokia for many years now, but BY mid-2012 as the Android market has overtaken the iPhone as the user’s choice as the top smartphone. Nokia, Samsung and HTC are all seeing their market share change. Now the 4G handset market is expanding as users come off plans and recontract, brand loyalty may also change and we will see applications and data usage increase once again.

While the cost of mobile broadband is still markedly expensive as compared to fixed broadband, increased usage is being led by smartphones as around 60% of smartphone users use a mobile phone to access the internet and make product purchases. While the iPhone started the trend, competition from the Android operating system and others we see the smartphone market continue to increase to more than 60% penetration as at end-2012 and around 70% by mid-2013.

In this report BuddeComm provides statistics, trends in handsets and an overview of the market. The report also provides information on mobile recycling and developments in the industry, including the rise of smartphone penetration. The information and data are presented in text and across a range of tabular and east-to-read chart formats.

Key developments:

smartphones, market share, handsets, feature phones, tablets, recycling, the future of the smartphone.

Companies mentioned:

Apple, Nokia, NAVTEQ, QuickerFeet, BlackBerry, HTC, Google, Nokia, Sony Ericsson, Samsung, Vodafone, 3, VHA, Optus, Telstra, Mobile Muster, Australia Post, Motorola


1. Synopsis
2. Market overview – mid-2012
2.1 Trends in mobile handset market
2.2 Service provider-driven market
2.3 Replacement market
2.4 Android sales overtake iPhone but ARPU went down in 2011
2.5 Smartphone app gives shoppers access to great deals
2.6 Telstra’s T-Hub 2 – moving fixed-line customers to the future NBN
3. Predictions towards 2013 and beyond
3.1 Smartphone uptake passes the tipping point
3.2 Smartphones driving data usage
3.3 Tablets and e-readers
4. Smartphone, tablet and handset statistics
4.1 Shipments
4.2 Handset recycling
4.3 Handset supplier market shares
4.4 Smartphone users are increasing
4.5 iPhone takes out top spot globally
4.6 Smartphone usage
4.7 Smartphones and internet usage
4.8 Tablet takeup increasing
5. Analysis
5.1 Overview
5.2 Apple and Google – hijacking the mobile operators
5.3 Mobile vendors set to lose the proprietary battle
5.4 Mid-tier mobile phones to decline
5.5 Rise of smartphones
5.5.1 Smartphone overview
5.5.2 The Apple iPhone
6. Market surveys
6.1 Overview
6.2 Smartphones lead to higher data spend
6.3 Tablet usage
6.4 Smartphone users are action buyers
6.5 Tablet uptake and usage increases
6.6 Phone usage for no phone activities increasing
6.7 Bring your own devices
7. The future of the smartphone market
7.1 Hardware becomes a utility platform
7.2 Platform for innovation and industry transformation
7.3 Breaking into new markets
7.4 Who will dominate the WiFi market?
7.5 Conclusion
8. Safety and security issues
8.1 Cyber bullying and use of mobile phones by children
8.2 Children and the internet
8.3 Mobile security
8.4 Mobile phones – malware, trojans and viruses
9. Related reports
Table 1 – Australian handset shipments – 2004 - 2012
Table 2 – Seasonal comparison – Australian shipments per quarter – 2004 - 2011
Table 3 – Seasonal comparison – Australian shipments per quarter as a proportion of annual shipments – 2004 - 2011
Table 4 – Change in Australian shipments per quarter – seasonally adjusted – 2005 - 2011
Table 5 – Key recycling indicators – Mobile Muster – 2006 - 2012
Table 6 – Estimated Australian handset supplier market share – major suppliers – 2008 - 2011
Table 7 – Australian 3G handset market – by major operator – 2008 - 2010
Table 8 – Customer loyalty with phone OS - % likely to stay with their existing operating system for next phone purchase
Table 9 – Use of advanced phone features – % of mobile users who access rich media and other smartphone features
Table 10 – Smartphone usage by children in Australia – 2009
Table 11 – Smartphone users accessing the internet – 2009 - 2011
Table 12 – Smartphone use of the internet – 2010 - 2011
Table 13 – Estimated tablet users – 2010 - 2012; 2015 - 2016
Table 14 – Low-end, mid-tier and high-end mobile device markets – percentage of units sold – 2007; 2013.
Table 15 – Apps info and payment plan data – 2009 - 2012
Table 16 – Sale percentage of mobile apps that are purchased on a smartphone – 2010 - 2012
Table 17 – Typical selected usage pattern of a tablet user – 2012
Chart 1 – Overview of Australian handset shipments – 2004 - 2012
Chart 2 – Overview of tonnes of mobile equipment collected versus public awareness – 2006 - 2012
Chart 3 – Overview of estimated Australian handset supplier market share – major suppliers – 2008 - 2011
Chart 4 – Overview of trends in smartphone ownership – 2010 - 2011
Chart 5 – Overview of smartphone apps info and paid plan data – 2009 - 2012
Chart 6 – Overview mobile apps that are purchased on a smartphone – 2010 - 2012
Chart 7 – Overview of cyber bullying information study – 2011

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