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Mobile Broadband Market - Insights and Analysis - Australia

Australia - Mobile Broadband Market - Insights and Analysis

Near comprehensive LTE coverage by 2016 will maintain momentum in mobile broadband growth

Mobile Broadband: an important contributor to economic growth

The number of mobile broadband accesses has expanded steadily as users continue to add tablets, modems and phones as alternative communication methods. The sector is a dynamic contributor to the Australian economy, providing a range of productivity benefits. A growing proportion of mobile broadband subscribers is migrating from 3G to LTE. With Telstra and Optus having invested in 700MHz spectrum, the reach of their LTE services are set to increase substantially from 2015 when their spectrum allocations are made available. Near national coverage within a couple of years will see wider take-up from consumers.

Investments in LTE promise faster services

While the number of LTE subscribers grows rapidly, technological developments have also progressed. Telstra has proved its market lead, showcasing 450Mb/s capabilities for LTE by combining three channels. Vodafone’s 1800MHz assets have also led the operator to emphasise the fast data downloads available on its network. Networks face daunting data demands from customers, and though they can at times be strained, the MNOs are responding by adding capabilities and applications in an effort to reduce their overall costings. Customer preference for WiFi from the home and workplace environments has meant that mobile broadband growth is mainly is this segment, with growth from dedicated data cards being far lower.

SMS services to come under regulatory scrutiny

Messaging services have provided steady revenue for MNOs, given that the charge to send messages is far higher than the transmission cost. The service remains popular, and though many bundles offer unlimited SMS it will be regulated in future after the ACCC found that negotiated wholesale price settlements among MNOs have been ineffective in bringing charges more in line to costs.

Smartphones and tablets facilitating mCommerce, accounting for high growth in mobile data

The use of these sophisticated devices in Australia continues to grow among consumers. Increasingly used as a preferred access point for the internet, they account for a growing proportion of data consumed in the mobile and WiFi environments. Smartphone penetration reached about 90% by mid-2014, while surveys have shown that about 60% of respondents have a tablet. These figures will increase steadily into 2015 and 2016 as a greater number of competitively priced units hit the market, and as the reach of LTE networks widen.

This report provides statistics and an analysis of trends in the Australian mobile broadband and mobile data markets. It details developments in the handset market, as well as mobile device recycling, and provides analysis on a range of mobile technologies. It offers commentary and analysis on network developments from the three MNOs as they adjust their investment strategies to accommodate consumer demand for bandwidth-rich services. The report provides valuable market statistics, industry estimates and forecasts, analyses of key market trends and an assessment of a number of recent and relevant market surveys.

Key developments:

Optus and Telstra aiming for 98.5% population coverage with LTE by end-2016; Vodafone LTE customer growth following Double Data offer; iiNet initiates LTE mobile plans; government encourages public engagement through mobile platform; Telstra trials LTE-A CA to deliver data at up to 450Mb/s; WiFi tethering among customers holds back growth in dedicated mobile broadband data cards; updated market developments.

Companies covered in this report include:

Optus, Telstra, NBN Co, VHA, TPG, Vodafone, Huawei, BigAir, vividwireless, Unwired, Ericsson, EnergyAustralia, SingTel, Apple, Nokia, BlackBerry, HTC, Google, Samsung, Mobile Muster, Motorola.

Data in this report is the latest available at the time of preparation and may not be for the current year


  • EXECUTIVE SUMMARY
  • MARKET INSIGHTS, STATISTICAL OVERVIEW AND FORECASTS
    • MARKET OVERVIEW
    • UPTAKE IN 4G ADDS TO MOBILE BROADBAND USERS
    • MOBILE DATA AND MESSAGING EXCEEDS VOICE REVENUES
    • GLOBALGIG HOTSPOT LOCAL AND INTERNATIONAL DATA ROAMING
    • CAPITAL EXPENDITURE BUILDS INTO THE FUTURE
    • OVERVIEW OF 4G FREQUENCY USAGE
    • SPECTRUM REALLOCATIONS
    • HARDWARE DRIVES APPLICATIONS
    • MOBILE BROADBAND TO DRIVE STRUCTURAL CHANGE
    • MOBILE BROADBAND SLOWLY SUBSTITUTES FIXED SERVICES.
    • THE ECONOMIC IMPACT OF MOBILE BROADBAND
    • MOBILE BROADBAND MARKET STATISTICS
      • Mobile broadband subscribers
        • Table Wireless broadband subscribers by access type - 2009 - 2014
        • Table Mobile broadband subscribers by mobile network operator - 2007 - 2013
        • Table Estimated mobile broadband data downloaded in Petabytes - 2007 - 2013; 2015
      • Mobile broadband revenues
        • Table Estimated mobile broadband revenues and annual change - 2007 - 2015
        • Table Mobile broadband monthly ARPU - 2007 - 2015
      • Fixed wireless broadband market
        • Table Fixed wireless broadband subscribers by major operator - 2008 - 2013
    • FORECASTS AND OTHER DEVELOPMENTS
      • Mobile advertising
      • M-payment services
      • M-banking
      • Mobile broadband boom the killer app for FttP
      • Fixed/mobile call market
      • Revenue forecasts
        • Table Forecast mobile broadband and voice revenues - 2008; 2013; 2018
  • LTE DEVELOPMENTS AND ROLL OUTS
    • HIGH-SPEED MOBILE NETWORKS
      • High-speed packet access (HSPA)
        • Table Average 3G mobile broadband speed data in Australia - 2008 - 2014
      • Long-term Evolution (LTE)
        • Table Telstra 4G / LTE devices - voice versus mobile broadband - 2011 - 2013
        • Table Average 4G mobile broadband speed data in Australia - 2010 - 2013
    • AUSTRALIAN MOBILE BROADBAND OPERATORS
      • Optus
      • Telstra
      • Vodafone Hutchison Australia (VHA)
    • MOBILE BROADBAND MARKET
      • Overview and analysis
      • Data growth
      • Mobile industry gets some spectrum certainty
      • Neutral broadband connections for HSPA
      • Will LTE steal the broadband revolution?
    • MOBILE BROADBAND
      • Applications overview
      • Government moving to mobile engagement
  • SMS OVERVIEW AND STATISTICS
    • BACKGROUND INFORMATION ON SMS
    • REGULATORY MEASURES
    • SMS MARKET OVERVIEW
      • Mobile network operators - a brief look
      • Forecasts and analysis
      • SMS versus instant messaging
      • SMS regulation
      • Reporting spam SMS
      • SMS technology not safe
    • OVERVIEW OF SMS SERVICES IN AUSTRALIA
      • Background information
      • SMS advertising
      • Business SMS
    • USAGE STATISTICS
      • Analysis of market trends
      • Statistical trends
        • Table Estimated numbers of SMS sent - 2003 - 20014
        • Table Number of Telstra sent SMSs - 2005 - 2013
        • Table MMS and SMS numbers SMS sent (historical) - 2008 - 2011
  • MOBILE MEDIA
    • MARKET AND INDUSTRY - SURVEYS &STATISTICS
      • Recent surveys
      • Australian Mobile Phone Lifestyle Index
        • Table Customer satisfaction with mobile provider services - 2010 - 2013
        • Table Mobile phone brand ownership - 2010 - 2013
        • Table Use of mobile phones by service - 2011 - 2013
        • Table Use of information services - 2010 - 2013
        • Table Tablet use of services - 2012 - 2013
      • Mobile data observations
        • Table Mobile data downloaded versus mobile subscribers - 2012 - 2013
      • Mobile data and average revenue per user (ARPU)
        • Table Telstra mobile ARPU - 2009 - 2013
        • Table Telstra mobile prepaid and postpaid revenue - 2008 - 2013
        • Table Optus mobile revenue - 2013 - 2014
        • Table Vodafone Australia revenue - 2009 - 2013
        • Table HTA key metrics - financial overview - 2009 - 2013
    • OVERVIEW OF KEY PROVIDERS
      • Mobile operators
        • Table Telstra SMS traffic - 2009 - 2014
      • Service providers
        • Table Jumbuck key financial performance indicators -2009 - 2013
        • Table Jumbuck earnings per share (EPS) -2009 - 2013
        • Table Jumbuck Revenue by market location -2012 - 2013
        • Table Mnemon key financial performance indicators - FY2012 - FY2013
        • Table Mobile Embrace key financial performance indicators - 2010 - 2013
        • Table MOKO.mobi at a glance - 2014
        • Table Overview of Mobi-moki subsidiary companies - 2014
        • Table Mobi.moki key financial performance indicators - H1 FY2014
        • Table Mobi.moki key financial performance indicators - 2010 - 2014
        • Table Enero at a glance - 2013
        • Table Enero (Photon Group) - key financial parameters - 2010 - 2013
    • PSMS PORTALS AND APPS
      • Market analysis
      • Is SMS technology safe
      • Will social messaging end SMS revenue
      • Smart phone apps market
        • Table Weekly app usage by selected demographic - 2012 - 2013
        • Table App usage by selected demographic - 2010 - 2013
        • Table Weekly app usage by selected demographic - 2012 - 2013
        • Table Estimated app market revenue - 2009 - 2015
        • Table Users who pay for mobile applications by app type - 2010 - 2013
        • Table Type of apps used - 2011 - 2013
        • Table Typical charge for paid apps - 2010 - 2013
      • Consumer protection
        • Table Mobile premium service complaints by major provider - 2010 - 2012
      • Key players in the premium rate SMS (PSMS) market
      • PSMS revenues
        • Table Estimated revenues - PSMS market - 2004 - 2014
    • MOBILE TV
      • What is mobile TV?
      • Market overview and analysis
      • Cloud-based mobile TV
      • Major players
      • Regulation
      • Technology platforms
  • DIGITAL ECONOMY - E-BANKING
    • THE BANKING SECTOR
    • TRENDS AND DEVELOPMENTS
      • Cashless Australia
      • M-banking
    • MARKET ANALYSES
      • Banks were slow of the mark
      • Innovation remains a problem for the banks
      • Digital economy will affect bank fees
    • TRENDS AND DEVELOPMENTS IN MOBILE PAYMENTS
      • Push for universal mobile payments system
      • E-payment trends - HP-RFI Report 2014
        • Table Rapid uptake - September 2011 - March 2014
    • NEAR FIELD COMMUNICATIONS (NFC)
      • Trends in cash payments
      • Wireless `wave payments'
      • FLASHiZ
    • PROJECTS AND SERVICES
      • Commonwealth Bank of Australia (CBA)
      • Australia and New Zealand Bank (ANZ)
      • Westpac
      • St George Bank
      • NAB
      • MasterCard
      • Visa
      • Smartphone to access ATMs
      • PayPal
      • mHITs
      • NoQ
      • Mint Wireless
      • Optus m-wallet trial
      • Eftpos
    • THE TAXI BOOKING AND PAYMENT MARKET
      • Breaking the taxi monopoly
      • Taxi booking apps
  • SMARTPHONE, TABLET AND HANDSET MARKET
    • MARKET OVERVIEW
      • Trends in mobile handset market
      • 4G market increasing
      • Telstra's T-Hub 2 - moving fixed-line customers to the future NBN
    • PREDICTIONS INTO 2014 AND BEYOND
      • Smartphone data usage increasing
        • Table Internet connections via mobile handsets - 2009 - 2013
      • Tablets and e-readers
    • SMARTPHONE, TABLET AND HANDSET STATISTICS
      • Shipments
        • Table Australian handset shipments (historic) - 2004 - 2008
        • Table Australian handset shipments - 2009 - 2014
      • Handset recycling
        • Table Key recycling indicators - Mobile Muster - 2006 - 2013
      • Handset supplier market shares
        • Table Australian handset brand market share - major suppliers - 2008 - 2013
        • Table Australian 3G handset market (historic) - by major operator - 2008 - 2010
        • Table Use of advanced phone features - % of mobile user accesses of rich media/smartphone features – 2013
      • Smartphones and internet usage
        • Table Top 5 uses of mobile internet - 2009 - 2013
      • Tablet sales thriving
        • Table Estimated tablet users - 2010 - 2012; 2015 - 2016
    • ANALYSIS
      • Mobile vendors set to lose the proprietary battle
      • Mid-tier mobile phones to decline
        • Table Low-end, mid-tier and high-end mobile device markets - percentage of units sold - 2007; 2013.
    • MARKET SURVEYS
      • Overview
      • Smartphones outgrow mobile market
      • Smartphones lead to higher data spend
        • Table Apps info and payment plan data - 2009 - 2013
        • Table Monthly phone spend on services - 2010 - 2013
        • Table Types of use on smartphones - 2012 - 2013
      • Smartphone users are action buyers
      • Tablet usage increases
        • Table Typical selected usage pattern of a tablet user - 2012 - 2013
      • Android remains the favoured operating system
        • Table Estimated Australian platform market share - 2008 - 2013
    • THE FUTURE OF THE SMARTPHONE MARKET
      • Hardware becomes a utility platform
      • Platform for innovation and industry transformation
      • Breaking into new markets
      • Who will dominate the WiFi market?
      • Conclusion

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