AUSTRALIAN MOBILE SERVICES MARKET, 2008 REVIEW & 2009-2013 FORECAST

Published by	Telsyte
Published	April, 2009	Product code	85368
Content info	50 Pages, 10 Pages, 28 Figures
Price	US $ 4395 PDF by E-mail (Corporate Use License)

Introduction
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AUSTRALIAN MOBILE SERVICES MARKET, 2008 REVIEW & 2009-2013 FORECAST published by Telsyte in April, 2009. This report consists of 50 Pages, 10 Pages, 28 Figures and the price starts from US $ 4395.

Introduction

Abstract

Despite a rapidly deteriorating economy and dampened business and consumer confidence, Australia' s mobile services market continued to enjoy very healthy growth in 2008. In fact, it recorded a stronger-than-expected expansion and remained the industry' s fastest-growing and largest segment, with continuing excitement and innovations around the HSPA+ network upgrades, mobile broadband, and smartphones.

Produced annually as the flagship report in Telsyte' s Market Analysis and Forecast Series, this study provides a detailed investigation and comprehensive analysis of the Australian mobile market in 2008 and a five-year forecast from 2009 to 2013.

Key findings from this study include:

Australia had 23.6 million mobile users at year-end 2008, a 110% penetration level and year-onyear growth of 8%. Service revenue reached $11.8 billion, representing 12% annual growth.
Mobile broadband, whose average prices have declined by 50% in the past 12 months, was the fastest-growing non-voice segment, driven by 2 million users who spent close to $1 billion on the service last year.
Telstra remained the largest player both in the overall mobile and 3G markets. After a lukewarm performance in 2007, Optus managed to turn around and became a rising star in the 3G segment last year.
Vodafone and Hutchison, on the other hand, lost steam in the 3G market, leading to an ARPU decline for both companies, which have announced plans to merge their Australian operations.
Even though both 2G and 3G ARPUs will each decline, overall market ARPU will continue to rise gradually in the next five years, thanks to the rapid user migration from 2G to 3G services and strong adoptions of mobile broadband.
Mobile broadband user number will exceed five million in five years' time. Nonetheless, it will hardly make a dent in the fixed broadband market as mobile broadband will mostly be used as a supplementary access technology.
Carrier network upgrades will see Australia' s HSPA networks reach 42 Mbps by year-end 2009, with LTE deployments on-track for 2010/2011, resulting in download speeds up to 100 Mbps in the next couple of years.
To take advantage of future market opportunities, Telsyte suggests carriers move away from price-based competition as consolidation takes hold, lead the still-nascent mobile ecosystems and leverage IT providers.
Conclusion and recommendations.

1. EXECUTIVE SUMMARY

2. INTRODUCTION

2.1 Methodology
2.2 Definitions

3. 2008 AUSTRALIAN MOBILE MARKET REVIEW

3.1 Overall Market Review
- 3.1.1 Mobile penetration reaching 110%..... and counting
- 3.1.2 Non-voice and 3G drive ARPU growth
- 3.1.3 SMS role shrinks considerably, replaced by “explosive” mobile broadband
- 3.1.4 Overall market shares
3.2 3G Market Review
- 3.2.1 3G market shares
3.3 Mobile Broadband Market Review
3.4 Mobile Market Review Summary
3.5 Carrier Performance and Activity Review
- 3.5.1 Telstra
- 3.5.2 Optus
- 3.5.3 Vodafone
- 3.5.4 Hutchison
- 3.5.5 MVNOs

4. APPLE IPHONE & GOOGLE PHONE LAUNCHES

5. ANALYSIS OF VODAFONE AND HUTCHISON' S MERGED AUSTRALIAN OPERATIONS

6. 2009-2013 MARKET FORECAST AND OUTLOOK

6.1 Forecast Assumptions
6.2 Market Forecast
- 6.2.1 Subscriber forecast: towards 125% penetration in 2013
- 6.2.2 Revenue forecast: revenue growing twice as fast as subscribers
- 6.2.3 Technology generation forecast: 2G era is over
- 6.2.4 Billing status forecast: prepaid growth returns as 3G goes prepaid
- 6.2.5 Mobile broadband forecast:
- 6.2.6 Five-Year Mobile Market Forecast Summary
6.3 Market Outlook

7. CONCLUSION AND RECOMMENDATIONS

Figure

Figure 1 - Australian Mobile Subscribers and Annual Service Revenue, 2004 - 2008
Figure 2 - Australian Mobile Subscribers and Penetration Rates, 2004 - 2009
Figure 3 - Australian Mobile Annual Service Revenue, Voice vs Non-Voice, 2004 - 2008
Figure 4 - Australian Mobile Monthly ARPU, 2004 - 2009
Figure 5 - Australian Mobile Monthly ARPU By Generation, 2004 - 2008
Figure 6 - Australian Mobile Non-Voice Revenue by Application Type, 2008
Figure 7 - Australian Mobile Subscriber Market Share by Carrier, 2008
Figure 8 - Australian Mobile Revenue Market Share by Carrier, 2008
Figure 9 - Australian Mobile Subscribers by Technology Generation, 2004 - 2008
Figure 10 - Australian Mobile Service Revenue by Technology Generation, 2004 - 2008
Figure 11 - Australian 3G Subscriber Share by Provider, 2008
Figure 12 - Australian 3G Service Revenue Share by Provider, 2008
Figure 13 - Australian Mobile Broadband Subscriber Share by Provider, 2008
Figure 14 - Leading “Next-generation” Smartphones Available in Australia, 1Q 2009
Figure 15 - Australian Mobile Subscriber and Penetration Rate Forecast, 2009 - 2013
Figure 16 - Australian Mobile Service Subscriber and Revenue Forecast, 2009 - 2013
Figure 17 - Australian Mobile Service Revenue forecast, Voice vs Non-Voice, 2009 - 2013
Figure 18 - Australian Mobile Monthly ARPU Forecast, Voice vs Non-Voice, 2009 - 2013
Figure 19 - Australian Mobile Non-Voice Service Revenue Forecast by Application Type, 2009 - 2013
Figure 20 - Australian Mobile Subscriber Forecast by Technology Generation, 2009 - 2013
Figure 21 - Australian Mobile Revenue Forecast by Technology Generation, 2009 - 2013
Figure 22 - Australian Mobile Monthly ARPU Forecast by Technology Generation, 2009 - 2013
Figure 23 - Australian Mobile Subscriber Forecast by Billing Status, 2009 - 2013
Figure 24 - Australian Mobile Broadband Subscriber Forecast, 2009 - 2013
Figure 25 - Mobile Technology Evolution RoadMap, 2009-2014
Figure 26 - Time Required To Download 40GB Movie For Various Mobile Technologies
Figure 27 - Current and Future Adoption of Business Mobile Technologies, 2008
Figure 28 - Current and Future Adoption of Business Mobile Applications, 2008