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Vodafone Australia


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Vodafone Australia

Vodafone is the third-largest mobile carrier in Australia, being formed as a 50/50 joint venture in 2009 following the merger of Vodafone Australia and Hutchison 3G Australia. The two equal shareholders of Vodafone are the Vodafone Group and Hutchison 3G Australia. Hutchison Whampoa remains the majority shareholder of Hutchison Telecoms, with an 88% stake.

Vodafone owns and operates the mobile brands of Vodafone, 3 and Crazy John's, and offers a comprehensive suite of prepaid and postpaid mobile voice and mobile data products to both consumer and business customers. MVNO services are also provided to other telecommunication service providers. During 2013 a number of Crazy John's stores were closed in a cost cutting exercise, with the remainder later branded as Vodafone stores. From late 2011, 3' stopped taking new customers, and in August 2013 the brand was dissolved, with all customers having to migrate to Vodafone to retain services. The 3' stores have also been rebranded as Vodafone.

Network upgrades continue and new sites are being added across Australia as the company ramps up its investment in infrastructure in a bid to retain customers. In 2013 the operator launched LTE services, being able to compete with Optus and Telstra in this market which has tremendous growth potential. These upgrades and new towers have also delivered improved quality bandwidth required to keep up with consumer demand for mobile broadband, and to address the shortcomings which has been disastrous for the company since 2011: despite recent network improvements, customer losses have continued into late 2013.

In this report we provide an overview of Vodafone, with analysis by BuddeComm, commentary, including statistics in tabular and easy-to-read chart formats.

Key developments:

Network upgrades and expansion build network viability though customer loses continue to September 2013; revenue still falling; no bid made in 2013 700MHz spectrum auction; financial data to June 2013; operating statistics to September 2013; analysis on the departure of CEO Bill Morrow.

Companied covered in this report include:

Telstra, Optus, VHA, Vodafone, 3, Hutchison (HTA).


1. Synopsis
2. Company information
2.1 Overview
3. Company analysis
3.1 Network improvements will the customers return?
3.2 Continual customer losses are more setbacks for the company
3.3 Can Vodafone succeed with 4G /LTE?
3.4 Background analysis to Vodafone problems
3.5 Cash from the Verizon deal
3.6 Structural changes in the industry
3.7 CEO departure: new challenges
4. Financial highlights
4.1 Overview HTA - 2013
4.2 Financial statistical overview
5. Operating highlights
5.1 Overview - 2013
5.2 Key operating statistics 2013
6. Vodafone 3 merger
6.1 Introduction
6.2 Recent subscriber developments
6.3 Background analysis
6.3.1 Initial competition concerns unwarranted
7. Networks
7.1 Background
7.2 Vodafone network
7.3 3 network
7.4 Vodafone and Optus to share infrastructure from 2013 onwards
7.5 Network upgrades 2010 - 2013
7.6 LTE networks
8. Merged company history
8.1 Brief timeline 1989 - 2012
9. Related reports
Table 1 Vodafone Australia revenue 2009 - 2013
Table 2 HTA key metrics financial overview 2009 - 2013
Table 3 Monthly ARPU and by segment 2009 - 2012
Table 4 Vodafone Australia revenue (historic) 1996; 1998 - 2008
Table 5 Vodafone subscribers by type 2009 2013
Table 6 Vodafone subscribers by type 2009 2013
Table 7 Vodafone data subscribers by type 2009 - 2011
Chart 1 Overview of Vodafone Australia revenue 2009 - 2013
Chart 2 Overview of HTA financial metrics 2009 - 2013
Chart 3 Overview of HTA ARPU by segment 2009 - 2012
Exhibit 1 Vodafone Australia (VHA) at a glance including headline figures 2013

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