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3G Activities and Niche Marketing Become the Focus of the Australian Wireless Market in 2005, Says IDC

  • 15 February, 2005 10:59

<p>NORTH SYDNEY, February 15th, 2005 - IDC's latest study titled, "Who’s Who in the Zoo: Competitive Analysis of Australian Wireless Service Providers, 2005" reveals that mobile penetration is surpassing natural saturation in Australia, and subscriber-based growth will be slow, leading carriers to pin their growth strategy increasingly on creative non-voice services.</p>
<p>This report was written as an IDC annual guide to Australia's A$8-billion-a-year wireless industry. The report found that Australian wireless market dynamics this year will be dominated by 3G and its related developments. Simple and cheap plans, niche marketing and branding, and 3G-enabled innovations will be the centre of competition in the consumer market, whereas the continued push towards enterprise mobility will be the prime driver in the business market.</p>
<p>"Telstra’s full privatisation is certain to lead to an overall brand revamp in 2005, while Optus continues to toy with various wireless technologies to complement its cellular offerings. Vodafone remains the market's most fragile – yet most aggressive – player, whereas Hutchison's primary challenge is to boost non-voice revenue," said Warren Chaisatien, IDC Australia's Wireless &amp; Mobility Research Manager.</p>
<p>Other key findings from IDC's study include:</p>
<p>* Sub-branding, niche and affinity marketing are no longer options but strategic necessities, which represent a huge boon to mobile virtual network operators (MVNOs) and prospective mobile virtual network enablers (MVNEs).</p>
<p>* Despite some teething problems including limited network reach and in-door coverage, wireless broadband has become a force to be reckoned with in the market, competing with both cellular and wireline carriers. Its rapid rise has also stunted the growth of wireless LAN hotspots in the past year.</p>
<p>* As technologies converge, wireless service providers in the various segments are forced to either compete with or embrace one another. Competition and alliances among wireless players are set to spill over to the wireline space when full IP, fixed-to-mobile convergence takes hold in the longer run.</p>
<p>IDC's study reviews the regulatory landscape affecting Australian wireless operators and offers updated profiles of cellular, wireless broadband and wireless LAN hotspot operators. It also provides a future outlook for the industry as well as essential guidance for 2005.</p>
<p>To purchase this study, please call the IDC sales team on (61 2) 9925-5300 or email Gary Clarke on</p>
<p>For press enquiries please contact:
Warren Chaisatien
Research Manager, Wireless &amp; Mobility
Phone: 61 2 9925 2256</p>
<p>Click here to view the press release online:</p>
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