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市場調査レポート - 203542

オーストラリアのモバイルブロードバンド市場:サービスとアプリ

Australia - Mobile Broadband Market - Services and Apps

発行 Paul Budde Communication Pty Ltd.
出版日 ページ情報 英文 124 Pages
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オーストラリアのモバイルブロードバンド市場:サービスとアプリ Australia - Mobile Broadband Market - Services and Apps
出版日: 2015年07月21日 ページ情報: 英文 124 Pages
概要

当レポートでは、オーストラリアのモバイルブロードバンド市場について調査分析し、主要統計、市場分析、最近の発展動向のほか、2015年末の周波数オークション後の市場の変化について検証し、SMS市場の現状、急成長中のモバイルビデオストリーミング部門の分析なども含めて、体系的な情報を提供しています。

第1章 市場:2015年

  • 市場概要と分析
  • モバイルブロードバンド市場統計
    • モバイルブロードバンド加入者数
    • モバイルブロードバンド収益
    • 固定無線ブロードバンド市場

第2章 LTE・5Gの発展

  • 高速モバイルネットワーク
  • オーストラリアのモバイルブロードバンドオペレーター
    • Optus
    • Telstra
    • Vodafone Hutchison Australia (VHA)
  • モバイルブロードバンド市場

第3章 モバイルメディア

  • 市場と産業:調査と統計
  • 主要プロバイダーの概要
  • モバイルビデオストリーミング
  • デジタル経済:電子銀行業務
  • SMS:概要と統計

第4章 スマートフォン・タブレット・端末市場

  • 市場概要
  • 2015年以降の予測
  • スマートフォン・タブレット・端末の統計
  • 分析
  • 市場調査
  • スマートフォン市場の将来
  • ウェアラブル技術

図表

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目次

Overview

This report provides statistics and analyses on several aspects of Australia's mobile broadband market. It includes recent developments affecting the provision of mobile broadband in metro and regional Australia resulting from the extension of LTE networks. It also anticipates changes to the market for regional Australia after new licences for spectrum in the 1800MHz are auctioned at the end of 2015. The report assesses the status of the SMS market in the wake of competition from OTT messaging services, as also the likely effect on MNOs' revenue resulting from the ACCC's decision in May 2015 to reduce SMS termination rates. In addition, the report analyses the burgeoning mobile video streaming sector. After several years in which MNOs had failed to develop a compelling business case for mobile streaming, the combination of larger screened smartphones and phablets with services offered by Netflix and similar content providers has made mobile streaming a fast developing market. This has placed a greater burden on network capacity, and has in turn placed greater emphasis on the provision of additional and reallocated spectrum for operators.

Executive Summary

1800MHz spectrum auction set to improve LTE in regional Australia

SMS still in contention though threatened by OTT services

SMS remains a cash cow for mobile network operators, but with diminishing returns. The high charge made to consumers compared to the cost to transmit the data across the network prompted the ACCC in May 2015 to propose a significant reduction in SMS termination charges, to come into effect from January 2016. While MNOs protest that most SMS traffic is bundled within packages and that such a measure is unnecessary, they are also smarting from the prevalence of OTT messaging services offered by the likes of WhatsApp, Viber, Skype and social media messaging services. These alternative services will further erode SMS traffic and revenue for MNOs into 2016.

LTE approaching near comprehensive coverage, while 5G is closer on the horizon

The three LTE networks operated by Optus, Telstra and Vodafone have developed rapidly during the past two years as these players strive to provide an infrastructure capable of meetings customer demand for mobile broadband services. As well as aiming to attract new customers, these players are also trying to reduce churn - the experiences of Vodafone in recent years has shown how damaging it can be for an operator when their networks do not provide reliability and, increasingly in an era leaning further to mobile data than voice, sufficient performance.

Technological developments have also progressed, with operators using aggregated channels to improve data throughput. Since the beginning of 2015 Optus and Telstra have been able to utilise their 700MHz spectrum assets, with which they aim to provide about 98% population coverage by the end of 2016. Vodafone is relying on upgrades to its existing concessions, and by mid-2015 it provided about 95% coverage in metro areas.

These upgraded networks face daunting data demands from customers, many of whom make use of data-intensive graphics, videos and files shared across the networks. In addition, popular OTT services such as Netflix, a company which alone had attracted about one million customers since launching in Australia in March 2015, provide streaming of content over mobile devices. While networks can at times be strained, the MNOs are continually adding capabilities and applications in an effort to reduce their overall costings. Customer preference for WiFi from homes and workplaces has meant that mobile broadband traffic is largely offloaded to fixed-line infrastructure.

Smartphones becoming a standard medium for internet access

Smartphone use in Australia continues to grow, and with tablets and phablets they are becoming a dominant internet access channel for many people among the younger demographic. As a result, these devices account for a growing proportion of mobile data accessed. Smartphone penetration is rising rapidly, and by mid-2015 the majority of new device sales were geared for LTE. The preponderance of LTE-capable devices will gain steadily into 2016 as a greater number of competitively priced units hit the market, and as the reach of LTE networks widen.

Mobile video streaming emphasising need for solid network capabilities

Mobile video streaming, also known as mobile TV, has been promoted by mobile network operators as one of the prime benefits of more capable infrastructure resulting from networks being upgraded with HSPA and LTE technologies. These upgrades enable subscribers to view streaming content on the go, with content less subject to outages and failed connections. However, until recently the platform had not caught the public's attention, despite the introduction of unmetered access and generous data caps.

MNOs initially failed to develop the right business models to deliver the type of content suitable for mobile streaming. It was also uncertain whether customers would want to pay for content at all, given the small size of screens when mobile streaming was initially promoted. However, in recent months the popularity of phablets and of larger screened smartphones has helped address these limitations. In addition, the development of new technologies such as out LTE-Broadcast (from Telstra) will make the delivery of mobile streaming more efficient on a technical level, while the ability of people to view content from Netflix and other OTT services via mobile devices has made the format more attractive. Indeed, by early 2015 up to a third of all viewing was done via tablets and phablets.

Key developments:

  • Telstra launches Air WiFi network;
  • Telstra planning wholesale LTE for MVNOs by mid-2016, contracts Ericsson to develop road-map to 5G;
  • Google's Project Loon teams up with Telstra to trial LTE;
  • Telstra trials LTE-A carrier aggregation technology providing data at up to 450Mb/s;
  • Vodafone re-allocates 850MHz spectrum for LTE, trials VoLTE and VoWiFi;
  • Vodafone LTE reaches 95% metro population coverage;
  • Rapid growth in phablet sales impacts tablet market;
  • ACCC proposes reduction in SMS termination charges;
  • Telcos' operating data to Q1 2015;
  • ACMA market report 2014;
  • ABS data to December 2014;
  • Recent market developments.

Companies mentioned in this report:

Optus, Telstra, Fon, NBN, iiNet, Huawei, Vividwireless, Ericsson, EnergyAustralia, SingTel, Unwired, BigPond Music, Vodafone Hutchison Australia (Vodafone and 3), Enero, Mnemon, M.Net, Jumbuck, MobileActive, MOKO.mobi, Photon Group, Oxygen8, Mobile Embrace, IDS, BlinkMobile, Red.

Table of Contents

1. The Market in 2015

  • 1.1. Market overview and analysis
    • 1.1.1. Market overview
    • 1.1.2. Uptake in LTE adds to mobile broadband users
    • 1.1.3. Mobile data and messaging exceeds voice revenues
    • 1.1.4. Globalgig hotspot local and international data roaming
    • 1.1.5. Capital expenditure builds into the future
    • 1.1.6. Overview of 4G frequency usage
    • 1.1.7. Spectrum reallocations
    • 1.1.8. Hardware drives applications
    • 1.1.9. Mobile broadband to drive structural change
    • 1.1.10. Mobile broadband slowly substitutes fixed services
    • 1.1.11. The economic impact of mobile broadband
  • 1.2. Mobile broadband market statistics
    • 1.2.1. Mobile broadband subscribers
    • 1.2.2. Mobile broadband revenues
    • 1.2.3. Fixed wireless broadband market

2. LTE and 5G Developments

  • 2.1. High-speed mobile networks
    • 2.1.1. High-speed packet access (HSPA)
    • 2.1.2. Long-term Evolution (LTE)
    • 2.1.3. Moving from 4G to 5G
  • 2.2. Australian mobile broadband operators
    • 2.2.1. Optus
    • 2.2.2. Telstra
    • 2.2.3. Vodafone Hutchison Australia (VHA)
  • 2.3. Mobile broadband market
    • 2.3.1. Overview and analysis
    • 2.3.2. Data growth
    • 2.3.3. Mobile industry gets some spectrum certainty
    • 2.3.4. Neutral broadband connections for HSPA
    • 2.3.5. Will LTE steal the broadband revolution?
    • 2.3.6. Applications overview
    • 2.3.7. Government moving to mobile engagement
    • 2.3.8. Mobile video failing to make traction with LTE

3. Mobile Media

  • 3.1. Market and Industry - Surveys & Statistics
    • 3.1.1. Introduction
    • 3.1.2. Recent surveys
    • 3.1.3. Australian Mobile Phone Lifestyle Index
    • 3.1.4. Mobile data observations
  • 3.2. Overview of Key Providers
    • 3.2.1. Mobile operators
    • 3.2.2. Service providers
  • 3.3. Mobile Video Streaming
    • 3.3.1. What is mobile video steaming?
    • 3.3.2. Market overview and analysis
    • 3.3.3. Cloud-based mobile streaming
    • 3.3.4. Major players
    • 3.3.5. Regulation
    • 3.3.6. Technology platforms
  • 3.4. Digital Economy - E-banking
    • 3.4.1. The banking sector
    • 3.4.2. Trends and Developments
    • 3.4.3. Market Analyses
    • 3.4.4. Trends and developments in mobile payments
    • 3.4.5. Bitcoin
    • 3.4.6. Projects and Services
  • 3.5. SMS- Overview and Statistics
    • 3.5.1. Background information on SMS
    • 3.5.2. Regulatory measures
    • 3.5.3. SMS market overview
    • 3.5.4. Overview of SMS services in Australia
    • 3.5.5. Usage statistics

4. Smartphone, Tablet and Handset Market

  • 4.1. Market overview
    • 4.1.1. Trends in mobile handset market
    • 4.1.2. 4G market continues to grow
    • 4.1.3. Telstra's T-Hub 2 - moving fixed-line customers to the future NBN
  • 4.2. Predictions into 2015 and beyond
    • 4.2.1. Smartphone data usage increasing
    • 4.2.2. Tablets and e-readers
  • 4.3. Smartphone, tablet and handset statistics
    • 4.3.1. Shipments
    • 4.3.2. Handset recycling
    • 4.3.3. Handset supplier market shares
    • 4.3.4. Smartphones and internet usage
    • 4.3.5. Tablet sales reaching a plateau
    • 4.3.6. Smartwatch market
  • 4.4. Analysis
    • 4.4.1. Mobile vendors set to lose the proprietary battle
    • 4.4.2. Mid-tier mobile phones to decline
  • 4.5. Market surveys
    • 4.5.1. Overview
    • 4.5.2. Smartphones outgrow mobile market
    • 4.5.3. Smartphones lead to higher data spend
    • 4.5.4. Smartphone users are action buyers
    • 4.5.5. Tablet usage strong but sales decline
    • 4.5.6. Android remains the favoured operating system
    • 4.5.7. Enterprise mobility market increasing in value
  • 4.6. The future of the smartphone market
    • 4.6.1. Hardware becomes a utility platform
    • 4.6.2. Platform for innovation and industry transformation
    • 4.6.3. Breaking into new markets
    • 4.6.4. Who will dominate the WiFi market?
    • 4.6.5. Conclusion
  • 4.7. Wearable technology

List of Tables:

  • Table 1 - Wireless broadband subscribers by access type - 2009 - 2015
  • Table 2 - Mobile broadband subscribers by mobile network operator - 2007 - 2015
  • Table 3 - Estimated mobile broadband data downloaded in Petabytes - 2007 - 2014
  • Table 4 - Estimated mobile broadband revenues and annual change - 2007 - 2015
  • Table 5 - Mobile broadband monthly ARPU - 2007 - 2015
  • Table 6 - Fixed wireless broadband subscribers by major operator - 2008 - 2013
  • Table 7 - Average 3G mobile broadband speed data in Australia - 2008 - 2015
  • Table 8 - Average LTE speed by MNO - 2012 - 2015
  • Table 9 - Telstra LTE data cards in service - 2010 - 2014
  • Table 10 - Preferred device for engagement, by activity - 2014
  • Table 11 - Customer satisfaction with mobile provider services - 2010 - 2014
  • Table 12 - Mobile phone brand ownership - 2010 - 2014
  • Table 13 - Use of mobile phones by service - 2010 - 2014
  • Table 14 - Data included in monthly plans - 2010 - 2014
  • Table 15 - Use of mobile phones by service - 2010 - 2014
  • Table 16 - Use of information services - 2010 - 2014
  • Table 17 - Tablet use of services - 2012 - 2013
  • Table 18 - Mobile data downloaded versus mobile subscribers - 2012 - 2014
  • Table 19 - Telstra mobile ARPU - 2009 - 2014
  • Table 20 - Telstra mobile prepaid and postpaid revenue - 2008 - 2015
  • Table 21 - Optus mobile revenue - 2013 - 2015
  • Table 22 - Vodafone Australia revenue - 2009 - 2014
  • Table 23 - HTA key metrics - financial overview - 2009 - 2014
  • Table 24 - Telstra SMS traffic - 2009 - 2015
  • Table 25 - Mobile Embrace key financial performance indicators - 2010 - 2014
  • Table 26 - MOKO financial data - 2010 - 2015
  • Table 27 - Enero (Photon Group) - key financial parameters - 2010 - 2014
  • Table 28 - Rapid uptake - September 2011 - March 2014
  • Table 29 - Key statistics for ANZ goMoney - 2014
  • Table 30 - Estimated numbers of SMS sent - 2003 - 2015
  • Table 31 - Number of Telstra sent SMSs - 2005 - 2015
  • Table 32 - Use of MMS and SMS services - 2011 - 2014
  • Table 33 - Smartphone market share by carrier - 2013 - 2014
  • Table 34 - Smartphone ownership by age group - 2013
  • Table 35 - Internet connections via mobile handsets - 2011 - 2014
  • Table 36 - Australian handset shipments (historic) - 2004 - 2008
  • Table 37 - Australian handset shipments - 2009 - 2014
  • Table 38 - Key recycling indicators - Mobile Muster - 2006 - 2013
  • Table 39 -Australian handset brand market share - major suppliers - 2008 - 2013
  • Table 40 - Australian 3G handset market (historic) - by major operator - 2008 - 2010
  • Table 41 - Use of advanced phone features - % of mobile user accesses of rich media/smartphone features - 2013
  • Table 42 - Top 5 uses of mobile internet - 2009 - 2013
  • Table 43 - Estimated tablet users - 2010 - 2012; 2015 - 2016
  • Table 44 - Low-end, mid-tier and high-end mobile device markets - percentage of units sold - 2007; 2013.
  • Table 45 - Apps info and payment plan data - 2009 - 2013
  • Table 46 - Monthly phone spend on services - 2010 - 2013
  • Table 47 - Types of use on smartphones - 2012 - 2013
  • Table 48 - Smartphone app use by age group - 2013
  • Table 49 - Typical selected usage pattern of a tablet user - 2012 - 2013
  • Table 50 - Estimated Australian platform market share - 2008 - 2014

List of Charts:

  • Chart 1 - Overview of mobile broadband subscribers by mobile network operator - 2007 - 2014
  • Chart 2 - Overview of estimated mobile broadband data downloaded in petabytes - 2009 - 2014
  • Chart 3 - Overview of Vodafone Australia revenue - 2009 - 2014
  • Chart 4 - Overview of HTA financial metrics - 2009 - 2014
  • Chart 5 - Overview of Mobile Embrace key financial performance indicators - 2010 - 2014
  • Chart 6 - Overview of MOKO financial data - 2010 - 2015
  • Chart 7 - Overview of tonnes of mobile equipment collected versus public awareness - 2006 - 2013
  • Chart 8 - Overview of the trends of the top five uses of mobile internet - 2009 - 2013

List of Exhibits:

  • Exhibit 1 - The Power of 5G
  • Exhibit 2 - Key issues for mobility industry
  • Exhibit 3 - MOKO.mobi at a glance - 2014
  • Exhibit 4 - Overview of MOKO.mobi subsidiary companies - 2015
  • Exhibit 5 - Enero at a glance - 2014
  • Exhibit 6 - Background information on Information Dialling Services (IDS)
  • Exhibit 7 - Overview of the now defunct cloud- based mobile streaming services
  • Exhibit 8 - Background information on the defunct Optus TV Now service
  • Exhibit 9 - Examples of Mobile TV technologies
  • Exhibit 10 - Broadcast Australia DVB-H trials - 2005 - 2009
  • Exhibit 11 - Participating financial institutions
  • Exhibit 12 - PayPal SMB Statistics - 2013
  • Exhibit 13 - Overview of Q-Jumper and Easy Canteen by mHITs
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