New Market Report: Australia - Telco Company Profiles - Telstra, Optus and Vodafone

Telstra remains the master of the game

Telstra continues to dominate the overall Australian telecom market, holding about 62% market share by revenue. Market share in some sectors, such as broadband, has been falling steadily since the highs that it held in the early 2000s, though the company has retained its dominance in segments such as mobile voice and data. Telstra invested heavily in network upgrades and was the first to launch mobile data services based on LTE. As such it was in a position to capitalise on being the first player in this market and could reap the advantages of network performance and reach to attract new customers. These advantages diminished in 2015 as Optus and Vodafone also launched LTE services, though Telstra retains a key lead in the provision of fixed-line broadband services in the less heavily urbanised areas.

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Telstra has embraced the new direction being taken by some of the more progressive players in the telecoms industry. This is based on a ubiquitous, robust, affordable infrastructure that can be used to lift telecommunications into the next stage. This is the brave new world of internet media, of the Internet of Things, where a range of new industry sectors including healthcare, education, energy, commerce and media will take centre-stage. The company is also a leader in the industry with a focus on the customer, innovation and new business opportunities. It is not only financial strong, it is also well-positioned to increase its business in the emerging digital, sharing and networking economy. It is successfully transforming itself into a full services ICT company. Telstra's mobile network in particular is, and will continue to be, well-positioned to offer superior services to those offered by the NBN company.

Life has been tough for Australia's second largest telco Optus in recent years. It has lost its sparkle, and has been struggling, not only to keep pace with Telstra but also to keep up with the rapid developments in the telecoms industry. The mobile sector clearly remains the company's key market, although both its market share and ARPU are under pressure. Optus has kept up with Telstra, with both operators securing valuable spectrum in the 700MHz band. Next on the list is 5G. Optus is also committed to matching Telstra's 98% population coverage with LTE by the end of 2016.

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