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市場調查報告書
澳洲行動服務市場：市場評析（2008年）・市場預測（2009年至2013年）
AUSTRALIAN MOBILE SERVICES MARKET, 2008 REVIEW & 2009-2013 FORECAST
| 出版商 |
Telsyte |
| 出版日期 |
2009年04月 |
商品編碼 |
85368 |
| 內容資訊 |
英文 50 Pages, 10 Pages, 28 Figures |
| 價格 |
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澳洲行動服務市場：市場評析（2008年）・市場預測（2009年至2013年） 是由出版商Telsyte在2009年04月所出版的。
這份英文市場調查報告書包含50 Pages, 10 Pages, 28 Figures 價格從美金4395起跳。
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.
Table of Contents
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
- 3.3 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
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
Table
- Table 1 - Australian Mobile Broadband Offerings by Carrier, 1Q 2009
- Table 2 - Australian 3G Network Deployment, 1Q 2009
- Table 3 - Australian Mobile Market Key Performance Indicators, 2007 c.f.
2008
- Table 4 - Telstra Mobile Key Performance Indicators, 2007 c.f. 2008
- Table 5 - Optus Mobile Key Performance Indicators, 2007 c.f. 2008
- Table 6 - Vodafone Key Performance Indicators, 2007 c.f. 2008
- Table 7 - Hutchison 3 Key Performance Indicators, 2007 c.f. 2008
- Table 8 - MVNO Key Performance Indicators, 2006 c.f. 2007
- Table 9 - Analysis of VHA Positioning on Various Mobile Market Segments
- Table 10 - Australian Mobile Market Forecast, 2009 -2013
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